Institutionalizing Crisis Communication in the Public Sector: An Explorative Study in Danish Municipalities

As a reaction to a series of complex and ongoing changes, a growing number of Danish municipalities have embarked on a comprehensive process of “communicative rearmament,” strengthening their organization with new chief communication officers and new communication departments. This article examines how far the municipalities have come in the institutionalization of crisis management and crisis communication, which are defined as an integrated part of their strategic communication. Based on the cultural-cognitive model of institutions and a process-based approach to institutionalization, it is shown how two different institutional logics operate behind the crisis-preparedness of the municipalities: an already existing emergency logic represented by the emergency officer and the municipal rescue preparedness, and a new crisis management logic represented by the chief communication officer and the municipal communication department. It is of great importance that these two logics start interacting across functions and departments in today's public organizations.