This chapter builds on status as sociological ordering and introduces the relevance of high status for organisations and their strategic communication. It offers new insights into organisational leadership perceptions from a stakeholder perspective. A neo-institutional framework is combined with social judgement theory and positioning theory to emphasise the importance of high status for organisations. Research questions are derived from previous research and tested in a representative online survey among 4,054 citizens and an online survey among 1,346 communication professionals in 10 European countries. Results suggest that trustworthiness and quality are the main attributes that describe a high-status position. Communication professionals in the surveyed countries overestimate innovation for building a leadership position. In contrast, customer service is clearly underestimated. Not only do the leadership attributes differ widely across the surveyed countries, but so do the communication activities that form a view on the leadership of a company or organisation.
Zerfass, A. and Wiesenberg, M. (2016), "Communicating the Leadership Status of Organisations: A Cross-National Study in 10 European Countries", The Management Game of Communication (Advances in Public Relations and Communication Management, Vol. 1), Emerald Group Publishing Limited, pp. 121-142. https://doi.org/10.1108/S2398-391420160000001007Download as .RIS
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