The Triple Role of Communications in Agile Organizations

Abstract

This study presents the findings of multi-method research that explores the challenges and implications of the concept of agility for the field of strategic communication. Despite its omnipresence in business practice, research on agility in the domain of strategic communication is scarce. Thus, a four-step research process was conducted to link the interdisciplinary debate about agility to the field of strategic communication. First, a systematic literature review across various disciplines provided a comprehensive understanding of agility and its key dimensions. Second, several conceptual frameworks for agility were analyzed and the relevant aspects for strategic communication were synthesized. In the third step, the current impact of organizational agility on corporate communications was explored by conducting empirical in-depth interviews with chief communication officers and senior communication managers from 38 multinational companies. Finally, the theoretical, conceptual, and empirical insights were combined to develop a framework for the role of strategic communication in the context of organizational agility. The findings of this study suggest that communication departments need to: a) adopt their own structures and processes, accordingly; b) enhance organizational agility by enabling other departments; and c) communicate the agile transformation of their organization both internally and externally.