How does strategic communication is integrated to enable cross-departmental collaboration in the context of Brexit? Case study of the British Embassy in Bulgaria.
Author
Koycheva, Maria Lyubenova
Term
4. term
Publication year
2017
Submitted on
2017-05-30
Abstract
Denne afhandling undersøger, hvordan strategisk kommunikation understøtter tværgående samarbejde mellem afdelinger i forbindelse med Brexit, med fokus på den Britiske Ambassade i Sofia, Bulgarien. Udgangspunktet er, at Brexit skabte et dynamisk og komplekst kommunikationsbehov, hvor centrale budskaber skulle tilpasses lokale kontekster og formidles effektivt på sociale medier. Projektet placerer sig i krydsfeltet mellem digital diplomati, strategisk kommunikation, strategisk ledelse og samarbejde, og trækker på britiske regeringsinitiativer for en mere sammenhængende (“joined-up”) tilgang på tværs af myndigheder. Gennem et kvalitativt casestudie baseret på semistrukturerede interviews med repræsentanter for ambassaden og efterfølgende tematisk analyse, udforsker afhandlingen praksisser og udfordringer ved at koordinere politikker og budskaber på sociale medier, herunder spørgsmål om kanalansvar, sammenhæng mellem centrale prioriteringer og lokale forhold samt behovet for konsistens i offentlige budskaber. Afhandlingen sigter mod at give indsigt i, hvordan strategisk kommunikation kan integreres for at styrke samarbejde og sikre, at Storbritanniens position og image formidles troværdigt i en bulgarsk kontekst; konkrete resultater fremgår af senere kapitler.
This thesis examines how strategic communication enables cross-departmental collaboration in the context of Brexit, using the British Embassy in Sofia, Bulgaria as a case. Brexit created a dynamic, complex communication environment in which centrally defined messages must be adapted to local contexts and delivered effectively via social media. Situated at the intersection of digital diplomacy, strategic communication, strategic management, and collaboration, the study engages with the United Kingdom’s “joined-up government” approach and recent government guidance on coherent, cross-government communication. Employing a qualitative case study based on semi-structured interviews with embassy representatives and subsequent thematic analysis, it explores practices and challenges in coordinating policies and messages on social media, including questions of channel ownership, alignment between central priorities and local audiences, and the need for consistency across government. The thesis aims to provide insight into how strategic communication can be integrated to strengthen collaboration and convey the UK’s position and image credibly in the Bulgarian context; specific findings are presented in later chapters.
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