This study applies an institutional profession perspective on a significant crisis management actor in an aim to deepen the understanding of collaborative crisis management work and practices. The study argues that a professions perspective holds a key to approaching interagency gaps in status and influence, which tend to affect collaborative crisis management negatively. Empirically the study is based on 19 interviews with local crisis communicators in Sweden. Findings indicate that, in terms of internal collaboration, limited knowledge among organizational members about the role and skills of crisis communicators require communicators to spend time and resources on ‘promoting’ their competence within the organization. Regarding inter‐organizational collaboration, the study shows that the closer a communication officer works to the spatial place of the crisis and to the rescue service, the higher the status of the communication officer. Interestingly enough, relations seem to go both ways as emergency service personnel can also be empowered by becoming more skillful communicators.