Understanding public agency communication: the case of the Swedish armed forces

This article suggests a diagnostic framework of public communication intended to capture new communication strategies used by Armed Forces across Europe to legitimize new tasks and recruit new personnel. Three distinct communicative models that impact differently on democratic values and public support are suggested: an Old Public Administration (OPA) model influenced by bureaucratic values, a New Public Management (NPM) model fuelled by market values and a deliberative model labelled ‘New Public Service’ (NPS) that is largely influenced by proponents of ‘e‐democracy’. A case study of the communication of the Swedish Armed Forces identifies a lingering bureaucratic (OPA) ideal. The market ideal (NPM) however clearly dominates. The article concludes that communication along market purposes, principles and practices risks distancing Armed Forces further from society. Yet, an embryonic deliberative ideal (NPS)—much fuelled by the use of social media such as blogs—was also identified. This growing ideal holds the potential of infusing deliberative vigor into the organization and presumably facilitates the bridging of the gap to society. Copyright © 2014 John Wiley & Sons, Ltd.