The purpose of this study by two students from Linnéuniversitetet is to investigate the Swedish Public Relations and Communication profession from the Stockholm Accords point of view. The Stockholm Accords are an attempt to reflect Public Relations and Communication Management practice as it stands today and to provide a global common ground for the practitioners.
The method used for this study is a quantitative research method conducted by a web survey answered by more than 400 Swedish communication managers. The questions posed were examining these managers view of their profession compared to the Stockholm Accords.
The research shows that the Swedish way of implementing communication in the organization broadly corresponds to the Stockholm Accords when it comes to internal and external communication. However, there are some areas where Swedish communication practice diverges from Stockholm Accords. The issues which link governance, management and sustainability to communication have a much wider distribution of responses. A noticeable trend is that people who work in private organizations consistently responds with higher rankings than those who work in public organizations.