A limit to how much you can plan – planned and improvised strategic communication during COVID-19

PurposeThis paper investigates the relationship between prior planning and the practical adaptation and improvisation conducted by organizations during the COVID-19 pandemic through a qualitative case study of Norwegian Public Health Institutions.Design/methodology/approachThis paper draws on a unique set of qualitative data, interviews and field observations, gathered from organizations during an ongoing crisis. Through this access it becomes possible to examine how organizations practically navigated the complex relationship between structured plans and the situational, short term forms of crisis communication.FindingsThe paper finds that prior plans played a key role as points of reference, and as a prior set of principles that could be drawn on during a crisis. Organizations did however have to adapt and respond to the crisis in ways that could not have been designed in advance. In order to do so employees would deliberate and discuss in search of a fitting response that could help them in reaching their goals.Originality/valueThe paper builds on prior work that has discussed limitations and challenges to planning and linear approaches in crisis communication and strategic communication, but provides empirical insight into how members of organizations navigate this work in practice. By employing theories from rhetoric it provides a framework for the further study of crisis communication as a practical ongoing activity, and provides some suggested implications for how organizations can prepare increase crisis preparedness.