The communication consultant: an important translator for communication management

Abstract

Purpose – The purpose of this paper is to put forward a theoretical model which conceptualizes and clarifies the function and skills of communication consultants in terms of translation. Design/methodology/approach – The paper combines theoretical underpinnings from Scandinavian institutional theory with empirical examples from an interview study with ten senior communication managers in Swedish public sector organizations. Findings – Communication consultants are explained to perform varying translator functions ranging from a neutral transcoder to a freely interpretive translator and sensegiver. These functions are enacted as the consultant span organizational boundaries and contexts inside and outside the organization. The consultants are apt to carry out these tasks due to their translator expertise which resides in, e.g. multicontextual knowledge and bilingual skills, something which their clients lack. Research limitations/implications – The scope of the empirical material is limited to public organizations and a Swedish setting, and may therefore not be valid in other cultural contexts. Practical implications – The model highlights the intersecting work of communication consultants and their clients and thus raises questions concerning the legitimacy and core responsibilities of communication managers. The paper also argues that managers and consultants need to develop their translator skills, and that higher education in communication and PR should prepare students for professions where translator skills may be of great importance. Originality/value – The functions and tasks of communication consultants is a neglected area in communication research. By providing a comprehensive and pragmatic framework for communication consultants work as translation, the present research adds knowledge about the essential functions these actors perform and how they contribute to communication management as well as to organizational performance.