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1 – 10 of over 5000Gregor Polančič and Boštjan Orban
Despite corporate communications having an immense impact on corporate success, there is a lack of dedicated techniques for their management and visualization. A potential…
Abstract
Purpose
Despite corporate communications having an immense impact on corporate success, there is a lack of dedicated techniques for their management and visualization. A potential strategy is to apply business process management (BPM) approach with business process model and notation (BPMN) modeling techniques.
Design/methodology/approach
The goal of this study was to gain empirical insights into the cognitive effectiveness of BPMN-based corporate communications modeling. To this end, experimental research was performed in which subjects tested two modeling notations – standardized BPMN conversation diagrams and a BPMN extension with corporate communications-specific concepts.
Findings
Standard conversation diagrams were demonstrated to be more time-efficient for designing and interpreting diagrams. However, the subjects made significantly fewer mistakes when interpreting the diagrams modeled in the BPMN extension. Subjects also evolved positive perceptions toward the proposed extension.
Practical implications
BPMN-based corporate communications modeling may be applied to organizations to depict how formal communications are or should be performed consistently, effectively and transparently by following and integrating with BPM approaches and modeling techniques.
Originality/value
The paper provides empirical insights into the cognitive effectiveness of corporate communications modeling based on BPMN and positions the corresponding models into typical process architecture.
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Ansgar Zerfass and Jeanne Link
The question of whether and how communication departments contribute to organizational value creation has rarely been addressed in research. Such evidence is crucial, however, as…
Abstract
Purpose
The question of whether and how communication departments contribute to organizational value creation has rarely been addressed in research. Such evidence is crucial, however, as communications compete internally with other functions (e.g. marketing and human resources (HR)) for budgets and staff. This article fills the gap by applying the business model concept, an established approach from management theory and practice, to communication units.
Design/methodology/approach
Based on an interdisciplinary literature review, the authors propose the Communication Business Model (CBM) as a new management approach for communications. To this end, pertinent definitions, frameworks and typologies of business models are analyzed and combined with insights from corporate communications literature.
Findings
The CBM outlines the generic architecture of business models for communication departments. Such models describe the basic principles of how such a unit operates, what services and products it provides, how it creates value for an organization and what revenues and resources are allocated.
Research limitations/implications
The approach stimulates the debate on communication units as objects of observation when researching communication management practices. Further research with appropriate empirical methods is needed to identify and study different types of business models for communications.
Practical implications
The CBM can be used as a management tool to analyze, explain and innovate communication management in organizations. It is a fertile approach for communication practitioners to make the work of their department visible and to position themselves internally and externally.
Originality/value
Transferring a well-known concept from general management to communication management enriches the value creation debate in theory and practice. It allows communication leaders to align their work with organizational goals and make it accessible to top management and other decision-makers in the organization. It also opens up new avenues for research and education.
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The paper aims to explore how companies communicate their heritage by drawing on heritage marketing and corporate communications literature and mapping the corporate heritage…
Abstract
Purpose
The paper aims to explore how companies communicate their heritage by drawing on heritage marketing and corporate communications literature and mapping the corporate heritage communication strategies of iconic Italian brands.
Design/methodology/approach
The study adopts an inductive multiple case study approach, analysing the communication of corporate heritage by nine iconic Italian brands (Pastificio Lucio Garofalo, Barovier & Toso, Pasta Farina, Ducati, Amaro Montenegro, Fiat, Bonomelli, Olivetti and Illy).
Findings
In communicating corporate heritage, companies adopt different strategies that vary along two main dimensions – the subject of the story and the tone of voice of the content. The strategies are: (1) heritage for authenticity; (2) heritage for market leadership; and (3) heritage for continuity.
Practical implications
From a theoretical point of view, the study highlights that heritage marketing strategies vary according to underlying strategic themes and narrative approaches. From a managerial point of view, it offers a preliminary guide for the development of corporate heritage communications, also providing indications for their implementation.
Originality/value
This study is amongst the firsts to investigate the strategic antecedents that can shape corporate heritage communication strategies. It represents an integration of the existing literature, which is limited to the descriptive presentation of heritage marketing principles and tools.
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The modern corporation is evaluated by many measures that go beyond profit, which was the emphasis for years previously. Today’s corporation is weighed against expectations of…
Abstract
Purpose
The modern corporation is evaluated by many measures that go beyond profit, which was the emphasis for years previously. Today’s corporation is weighed against expectations of many stakeholders, including not just customers but employees, investors, the government and even the public at large with no discernible financial or other tie to a company. As such, corporate boards necessarily must be concerned with more than financial performance, including corporate social responsibility (CSR) and the increasing emphasis on environmental, social and governance (ESG) metrics. Given that public relations scholars and practitioners have long been concerned with stakeholder relationships, social responsibility and other non-financial indicators, it would make sense that public relations has a more obvious presence on corporate boards.
Design/methodology/approach
This study examined the 25 companies in the Fortune Modern Board 25 to determine how many board members had a background or expertise in public relations that would contribute to the leadership necessary for the concerns of the modern corporation, and whether the boards had a committee designated to public relations or related functions.
Findings
Results show that there are few corporate boards that have public relations represented prominently in either their members or committees. The same is true for executive leadership teams. Public relations or communications executives do appear to play some role in ESG, CSR and DEI reporting, but often there are staff members with those specific titles and roles.
Research limitations/implications
The study was limited to 25 corporations on a Forbes list that ranked them as best in communicating ESG, CSR and DEI. The method examined publicly available literature which was revealing to the research questions, but more could be learned by interview or survey with CCOs.
Practical implications
The study shows the current presence of public relations capacity in terms of members of corporate boards, corporate committees and among the C-suite is not significant. Also, rather than PR as a function owning modern concerns of DEI, ESG and CSR, there are professionals with specific expertise in those areas who are responsible for those corporate issues.
Social implications
Corporate social responsibility (CSR), ESG (environmental, social, governance) and DEI (diversity, equity and inclusion) have recently been stressed as important for corporations to measure and report. The role of the public relations profession in managing and/or communicating in these areas is important to consider in terms of public expectations and satisfaction of communication on these subjects.
Originality/value
This paper is unique in integrating public relations theory and practice with board theory and the current management concerns with ESG, CSR and DEI. Little if any previous research has considered which professions are in charge of communicating on these concerns.
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This study of job advertisements for internal communication practitioners aims to investigate the signals that organisations are sending the profession about what is required of…
Abstract
Purpose
This study of job advertisements for internal communication practitioners aims to investigate the signals that organisations are sending the profession about what is required of these roles. The concept of corporate voice – the “voice” of the organisation – is problematised to explore tensions in vocality. The aim is to support communication practitioners to navigate multi-vocality in the evolving professional context of digital communication technologies and changes in the workplace.
Design/methodology/approach
This qualitative study considers the role of voice in corporate communication practices and offers insights into “digital disruption” and the discursive pressure of employers' priorities on the profession and its practices. Job advertisements for internal communication practitioners were examined during 6-month periods in 2018, 2020 and 2022, which was a significant time of change for the profession with the global COVID-19 pandemic.
Findings
Qualitative content analysis of 514 internal communication job advertisements identifies that control and consistency are valorised, and continue to dominate descriptions of internal communication skills and responsibilities. The digital affordances that communication practitioners rely on has not changed significantly and a preference for “broadcasting” is evident.
Originality/value
This study provides insights into how Australian organisations shape and sustain univocal corporate communication practices, and the incompatibility of narrow configurations of voice with emerging organisational challenges such as social connectedness.
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Sarah Marschlich and Diana Ingenhoff
For corporate communications, it is crucial to know how news media outlets report and frame the sociopolitical activities of multinational corporations (MNCs), including their…
Abstract
Purpose
For corporate communications, it is crucial to know how news media outlets report and frame the sociopolitical activities of multinational corporations (MNCs), including their corporate diplomacy, that affect perceptions of their legitimacy. Therefore, this study aims to identify how local news media frame corporate diplomacy in a host country and, in turn, benefit the media legitimacy of MNCs.
Design/methodology/approach
To identify media frames in the host country, a quantitative content analysis involving factor and cluster analyses of 385 articles published in newspapers in the United Arab Emirates from 2014 to 2019 addressing the corporate diplomacy of large European MNCs operating in the country was conducted.
Findings
This study identified three media frames, two of which establish moral and pragmatic media legitimacy. Results suggest that media legitimacy grows when news media emphasise institutional relationships between MNCs and local, established organisations and corporate diplomacy's benefits for society.
Practical implications
Findings provide insights into how corporate communications can contribute to legitimacy building by emphasising corporations' relationships with institutional actors in host countries and the benefits of corporate activities for local communities.
Originality/value
To the best of the authors’ knowledge, this study was the first in corporate communications to empirically investigate news media's role in corporate diplomacy and how media frames contribute to the media legitimacy of MNCs at the moral, pragmatic, regulative and cognitive levels.
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Maria Giovanna Confetto, Aleksandr Ključnikov, Claudia Covucci and Mara Normando
The study aims to investigate the usage of diversity and inclusion (D&I) signals in communications for employer branding through digital channels made by European companies.
Abstract
Purpose
The study aims to investigate the usage of diversity and inclusion (D&I) signals in communications for employer branding through digital channels made by European companies.
Design/methodology/approach
A quali-quantitative content analysis approach was employed to detect the usage of D&I signals of the top 43 European companies ranked in the 2021 Refinitiv Diversity and Inclusion index. These signals were organized according to Plummer's Big 8 diversity's dimensions. A correlation analysis was conducted to verify a relationship between D&I initiatives and digital communication for employer branding on corporate websites and LinkedIn. Descriptive statistics were used to analyze the D&I dimensions' pervasiveness in digital communications and relevance on LinkedIn.
Findings
The results show that the correlation exists only between D&I initiatives and communication on the corporate website, while LinkedIn is still underused in this field. The most pervasive and relevant D&I dimensions for European companies are “Gender” and “Sexual Orientation”.
Originality/value
This paper enriches employer branding research by providing original insights into the use of D&I dimensions in digital communications.
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Neil Richardson and Ruth M. Gosnay
This paper reflects on antecedents that may cause academic fields to decline or stagnate. It uses a hermeneutic review to consolidate and critique the Internal Marketing (IM…
Abstract
Purpose
This paper reflects on antecedents that may cause academic fields to decline or stagnate. It uses a hermeneutic review to consolidate and critique the Internal Marketing (IM) field. Seminal studies of IM and its related construct Internal Marketing orientation (IMO) are identified. IMO is then juxtaposed with contemporary studies from a communications journal identified as core as part of the hermeneutic process.
Design/methodology/approach
This study critiques the IMO literature in a hermeneutic review. It draws on the auto-ethnographic tradition to compare IMO with contemporary, related communications articles.
Findings
Two antecedents are addressed. There is interest in IM but less so in IMO. Aspects from the IMO literature align with two broad areas, namely customer-centric and company-centric communications. Some IMO aspects have been developed further therein.
Research limitations/implications
This paper recognizes further research opportunities for IMO and communications scholars with a greater focus on boundary spanning employees in national, sectoral and organizational settings. Being conceptual means it lacks empirical testing; being hermeneutic means it contributes to methodological plurality.
Practical implications
Despite having potentially profound organizational effects, IMO lacks awareness and adoption. Recommendations are made throughout to facilitate the adoption of improved communications apropos improving IMO.
Social implications
The paper identifies employee/employer benefits of adopting good internal communications (IC). IM(O) provides a rationale for sound IC practices.
Originality/value
This paper partially addresses the paucity of research into IMO including BSEs. It improves conceptualization by consolidating the key IMO research on the development and measurement of the construct, highlighting the strengths and weaknesses within the literature.
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Hyun Ju Jeong and Deborah S. Chung
Corporate social responsibility (CSR) communication covered by the news media is considered as more credible and effective in shaping public perceptions toward corporations than…
Abstract
Purpose
Corporate social responsibility (CSR) communication covered by the news media is considered as more credible and effective in shaping public perceptions toward corporations than CSR shared by corporations themselves. This is particularly true when CSR is about corporations with social stigma inherent in business practices. This study examines the CSR publicity of stigmatized industries from the journalism lens.
Design/methodology/approach
A content analysis was conducted with CSR stories from 2019 to 2020 by USA newspapers (n = 348).
Findings
Results of this study showed that the overall volume of CSR from stigmatized industries has decreased, with fewer responses to the recent pandemic. Further, the media brought promotional CSR activities and the business motives behind the activities into focus. Opposing patterns were found for CSR of non-stigmatized industries presented with philanthropic activities based on corporations' social motives to help communities. Similarly, economic and legal responsibilities reflected in the CSR pyramid were more prominently reported for stigmatized industries, and ethical and discretionary responsibilities appeared more frequently for non-stigmatized industries.
Practical implications
Integrating business and media literature, this study enriches scholarly discussions on media processes and effects for CSR communication. This study also provides practical implications for stigmatized industries by highlighting more authentic and careful approaches for CSR communication to earn positive publicity.
Social implications
This study provides social implications by highlighting the importance of CSR communications through the lens of news media when corporations are socially stigmatized.
Originality/value
Stigmatized industries are known to be active in CSR communication to nullify social stigma surrounding themselves. The authors' findings provide empirical evidence suggesting that not all publicity benefits CSR communication for stigmatized corporations.
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Nicholas Eng, Cassandra L.C. Troy and Denise S. Bortree
The purpose of this paper is to assess online corporate communication around commitments to sustainable development goal (SDG) 12, sustainable production and consumption.
Abstract
Purpose
The purpose of this paper is to assess online corporate communication around commitments to sustainable development goal (SDG) 12, sustainable production and consumption.
Design/methodology/approach
Guided by legitimacy theory, a qualitative directed content analysis was conducted on 13 companies' webpages (81 webpages, 78,947 words).
Findings
Companies broadly failed to communicate about all 11 SDG 12 targets, neglected to consistently address multiple stakeholder groups, missed opportunities to provide concrete evidence of progress and relied on a mix of substantive and symbolic legitimation strategies.
Originality/value
SDG 12 has been under-researched and this paper is one of the first to offer an in-depth analysis of corporate communication regarding SDG 12.
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