It was easier a few decades ago. In the age of mass communication professional practitioners had some clear rules to follow. First, make a solid plan and find out which target groups to focus on. Second, develop one clear and concise message. Third, communicate this message, either through your own channels or traditional mass media. Fourth, evaluate the effects. Those were the days.
Dr Jesper Falkheimer is a professor of strategic communication at Lund University in Sweden. Since 2011 he is also rector at Campus Helsingborg, Lund University. Dr. Falkheimer has published several books and articles about strategic communication, especially in the fields of crisis communication and place branding, and has also worked as communication consultant. He is an executive board member at the public relations agency Gullers AB and at the Swedish Public Relations Association.