I am professor of strategic communication at Lund University, professor II at Kristiania University College, Oslo and honorary professor at Hong Kong Polytechnic University. I have also worked in management positions for almost 15 years. Currently I serves my university as Chairman of Pufendorf Institute for Advanced Studies, a member of the Awards Council and as Chairman of Folkuniversitetet Syd. I have a wide research interest in strategic communication theory, persuasion, relationships, society and management. Some of my main interests are communication management, crisis communication, and disinformation. Between 2023-2024 I is President for European Public Relations Education and Research Association (EUPRERA) with 500 members from over 50 countries.

2017-2020 I was Executive Director for Research, Collaboration and Innovation at Lund University. This management position included responsibility for five departments with 100+ staff: LU Innovation, Collaboration, Fundraising, Commissioned Education and Research Services. 2011-2016 I was Rector for Campus Helsingborg, Lund University. At Campus Helsingborg, a transdisciplinary arena, with 10% of Lund University's students studying strategic communication, service management, fashion studies and law or training as social workers and engineers. I am the Editor-in-Chief for Journal of Communication Management. Among my latest publications are (w. Mats Heide) Research Handbook of Strategic Communication (Edward Elgar Publishing) with 60 international authors, and the 2nd edition of Strategic Communication – An Introduction to Theory and Global Practice (Routledge). Currently I work with projects on narratives and strategic improvisation in communication management, malign information influence in the gaming sector, corporate communication functions value and an anthology on psychological defence.

I am responsible for the introduction course at the B.A. program. I also currently supervise three Ph.D candidates, supervise and examine international master students and teach in crisis communication.

Originally trained in public relations and journalism and with management experience I, in addition to my academic work, since several years consult organizations in communication management matters, work with commissioned executive education and do some freelance writing. I have been board member of one of the major communication agencies, Gullers Grupp, for 13 years, and have been co-founder of two start-ups.