Informality in strategic communication. Making the case for a forgotten concept

Abstract

PurposeAlthough current strategic communication research is particularly interested in deviations from normative ideals, there is a surprising lack of interest in the structures that lead to such deviations from formal specifications. To this end, this paper explores the classic, but of late largely forgotten concept of informality. The aim is to develop a theoretical framework and a systematization that can be used to answer central questions in strategic communication research. The focus is on three research questions: How can formal and informal structures of strategic organizational communication be systematized? How are formal and informal organizational structures thematized in strategic organizational communication? What is the relationship between (in)formal structures of strategic organizational communication and the thematization of (in)formal organizational structures?Design/methodology/approachThe conceptual contribution is based on systems theoretical organization theory, which understands formal structures as decided decision premises and informal structures as undecided decision premises.FindingsThe understanding of informal expectation structures presented here has enormous potential for describing and researching central issues in strategic communication research in a far more significant way, both theoretically and empirically. For example, decoupling can be described in a much more differentiated way than is possible using the neo-institutionalist perspective.Practical implicationsThe systematizing framework for researching informal structures enables a deeper understanding of informal structures and thus a better handling of them in practice. In addition, the framework provides a basis for future empirical studies.Originality/valueInformal phenomena and structures seem to be the elephant in the room in many discourses in strategic communication research. With the theoretical perspective and systematization presented here, these phenomena can finally be explored in a differentiated and meaningful way.

Embracing the chaos

“…Those firms that can take advantage of these informal strategies are more likely to develop and sustain a competitive advantage. The work by Hoffjann (2023) seeks to discover how organizations can use and implement formal structures focusing on strategic communication.…”