I am professor of strategic communication at Lund University, professor II at Kristiania University College, Oslo, honorary professor at Hong Kong Polytechnic University and visiting professor at University of Johannesburg. I have also worked in management positions for almost 15 years. Currently I serve my university as Chairman of Pufendorf Institute for Advanced Studies, a member of the Awards Council, Öresundsinstituttet 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 2024-2025 I am 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. I am the Editor-in-Chief for Journal of Communication Management. Among my latest publications are Psychological Defence – an introduction (w. James Pamment), Research Handbook of Strategic Communication (Edward Elgar Publishing) with 60 international authors, and the 3rd edition of Strategic Communication – An Introduction to Theory and Global Practice (Routledge). Currently I work with projects on information influence/disinformation and communication management/strategy.

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 long management experience I, in addition to my academic work, consult and do work as senior advisor to organizations in communication management, work with 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.