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This article examines the use of discursive legitimation strategies as a mode of strategic communication in public sector organizations. The study object is the Swedish Armed Forces (SAF). As a military organization, SAF’s communication has traditionally been characterized by restrictions, regulations, discretion, and secrecy. However, changing conditions have created a new need for legitimation of SAF and its operations, both internally and externally. The aim of the study is to understand how discursive legitimation is used in internal strategic communication in a public sector context, with particular emphasis on the challenges related to changing conditions and inconsistent demands on the organization. Discursive Legitimation Analysis (DLA) is used to study 31 editorials in SAF’s staff magazine to examine how SAF’s activities and its transformed role in society are legitimated. Two main findings are identified: (1) the frequent and unexpected use of rationalization as a legitimation strategy, stressing conformity with other organizations rather than differentiation; and (2) inconsistent legitimation strategies, with conflicting values and perspectives on strategic communication operating simultaneously. These findings highlight the difficulty of maintaining coherency and consistency in practice. The study further helps advancing the general understanding of the limits of strategic communication in pursuing legitimacy.

Becoming a “Normal” and “Ordinary” Organization through Strategic Communication? Discursive Legitimation of the Swedish Armed Forces