Strategic communications
Declining trust, a fragmented public sphere and rapid changes in digital communication are changing the way institutions, organisations and other public actors communicate with their audiences.
What we research
Social media, new communication formats, data and artificial intelligence create new opportunities, but also raise important questions about trust, transparency, ethics and the effectiveness of communication. Strategic communications are therefore an important research field for understanding the relations between organisations, the media and the public in contemporary society.
At the Institute of Communication Studies we research how institutions, civil society organisations, companies and other public actors understand their audiences, plan communication processes and build relationships with different social groups. We pay particular attention to the role of communication in achieving desired organisational goals, building trust, managing crises, encouraging dialogue and participation, and creating long-term relations with the public.
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Our research expertise covers public relations, corporate and institutional communication, media relations, crisis communication, public campaigns, advocacy, internal communication, public diplomacy and reputation management. We also research the impact of digital platforms, social media, data and artificial intelligence on communication practices, as well as questions of the ethical, transparent and responsible use of these technologies.
We connect our research approach with the analysis of audiences, communication needs, public attitudes, media and digital content and the effects of communication activities. This makes it possible to better understand which communication approaches work in different social and institutional contexts, how trust is built and maintained, and how communication can contribute to greater public involvement.
We cooperate with academic and research institutions, public institutions, civil society organisations, media, companies and international partners in researching and developing approaches to contemporary communication challenges. Exchanging knowledge and experience makes it possible to compare different practices, test new methods and develop solutions that can be applied in different organisational and social settings.
We turn research findings into communication strategies and plans, analyses, recommendations, campaigns, training and mentoring programmes. In this way we connect research, education and practice and contribute to the professionalisation of strategic communications. The aim is for communication decisions to be based on a better understanding of publics, relevant data and research findings, and for communication to contribute to trust, dialogue and responsible participation in public life.
