Trygghetens Tegnell. En kvalitativ studie om Folkhälsomyndighetens kommunikatörers syn på pandemins profet

Sammanfattning: Executive summary This research delves into the multifaceted realm of crisis communication, emphasizing its complexities, especially within the unprecedented context of the COVID-19 pandemic. Central to the study is the exploration of how media personification shapes public perceptions and, more specifically, the role of Anders Tegnell, a pivotal figure in the Public Health Agency of Sweden. The overarching aim is to glean actionable insights that can inform future pandemic preparedness and response strategies. The study's foundation rests on a critical review of existing literature, revealing a conspicuous gap in the theoretical frameworks concerning global pandemics like COVID-19. The review challenges the static nature of established theories such as SCCT, advocating for more adaptive communication strategies that can navigate the evolving media landscape effectively. Notably, the study's uniqueness lies in its focus on the perceptions of communication professionals within the Public Health Agency, offering an insider's perspective distinct from prior research that predominantly examined public viewpoints. Methodologically, the research adopts a qualitative approach, employing in-depth interviews to capture the nuanced experiences and perspectives of those directly involved in crisis communication. The results illuminate the intricate dynamics at play, underscoring the challenges of managing communication during crises, the profound impact of public perceptions on organizational roles, and the evolving nature of crisis leadership. A salient finding revolves around the media's propensity to personify experts like Tegnell, akin to figures such as Chris Whitty in the UK. This personification not only influences public perceptions but also introduces complexities in crisis management, requiring communication professionals to navigate these dynamics judiciously. In conclusion, this study makes a contribution to the field by elucidating the role of media personification in crisis communication, particularly during pandemics. The insights garnered have practical implications for refining crisis communication strategies and theoretical ramifications for advancing academic discourse. As decision-makers grapple with the challenges of future crises, the research underscores the imperative of adaptive communication strategies, informed by a comprehensive understanding of the intricate interplay between theory and practice in crisis communication.