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Rethinking Bernstein communication wheel: A re-visitation of a communication tool

Alfonso Siano (Department of Political, Social and Communication Studies, University of Salerno, Fisciano, Italy)
Maria Palazzo (Department of Political, Social and Communication Studies, University of Salerno, Fisciano, Italy)
Pantea Foroudi (Business School, Middlesex University, London, UK)
Agostino Vollero (Department of Political, Social and Communication Studies, University of Salerno, Fisciano, Italy)

The Bottom Line

ISSN: 0888-045X

Article publication date: 13 November 2017

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Abstract

Purpose

The aim of this conceptual paper is to review Bernstein’s communication wheel to make it a tool that can be used in the selection of a corporate communication mix.

Design/methodology/approach

A critical analysis of Bernstein’s communication wheel shows it to be a checklist, a starting point in the examination of corporate communication mix, but it is not as such of great help to the decision maker.

Findings

The findings of reviewing literature highlight that the principle of a clear distinction between strategic decisions and operational decisions is applicable also in the field of corporate communication. For each stakeholder relationship, the authors’ framework suggests typical combinations of activities and means to be used. These combinations are useful to experiment with expert systems which are functional to the choices of corporate communication mix.

Practical implications

The analysis of communication gaps gives directions for formulating strategic decisions. In this framework, tactical decisions concern the components of the communication mix architecture (or communication chain): activities, means and vehicles of communication. On the contrary, Bernstein’s communication wheel includes only generic channels (or media) and gives no indications as to the architecture of the communication mix.

Originality/value

This study illustrates the hierarchy of decisions relating to corporate communication mix, the communication wheel could also be useful in communication planning. If this assumption is held to be true it then becomes possible to lay out a framework for a progressive decision-making path that means making sequential choices (first strategic, then tactical). In the stakeholder approach, the aim of strategic decisions is to choose the stakeholder groups on which a firm has to focus its corporate communication activities.

Keywords

Citation

Siano, A., Palazzo, M., Foroudi, P. and Vollero, A. (2017), "Rethinking Bernstein communication wheel: A re-visitation of a communication tool", The Bottom Line, Vol. 30 No. 3, pp. 186-194. https://doi.org/10.1108/BL-08-2017-0018

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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