informatör

Informatör is a term used primarily in Sweden and other Nordic countries to denote a person responsible for disseminating information about an organization to the public, media, and stakeholders. The word is derived from informera (to inform) plus -tör, and the role generally centers on communication rather than journalism. While the title is most common in the public sector, it may also appear in private organizations.

The informator’s duties include developing information and communication strategies, drafting press releases and media materials, coordinating with journalists, and managing external channels such as websites, newsletters, and social media. They often handle internal communications to inform employees, Respond to inquiries from the press, organize information events, and ensure consistency of messaging across platforms. In crisis situations, an informator may lead communications efforts and coordinate with public relations professionals.

Education and career paths for informators typically involve studies in journalism, communications, public relations, political science, or related fields, paired with practical experience in writing, media relations, and content production. Work settings span municipalities, government agencies, ministries, public bodies, NGOs, and private companies. In some organizations the role sits within a communications department and may report to a communications director or PR manager; job titles can overlap with kommunikatör, pressinformatör, or informasionsansvarig.

See also related concepts such as public relations, media relations, and corporate communications. The use of informator varies by organization, and in some contexts the term is being replaced by more general titles like kommunikatör or pressansvarig.