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1 – 10 of over 33000Dejan Vercic and Ansgar Zerfass
Why are excellent communication departments actually outstanding? The purpose of this paper is to address this question from a multidisciplinary perspective and identify two…
Abstract
Purpose
Why are excellent communication departments actually outstanding? The purpose of this paper is to address this question from a multidisciplinary perspective and identify two different strands of the excellence debate, one from general management and the other from public relations and communication management. Insights from both perspectives are combined in a new approach – the comparative excellence framework (CEF). This framework has been applied in two studies among 3,691 communication departments across Europe. Characteristics of excellence identified in this empirical exercise are described. The results are then matched with insights from the excellence literature to test the plausibility of the new approach.
Design/methodology/approach
A literature survey has been used to identify current excellence approaches and to build the comparative framework. In the empirical part, two subsequent editions of an annual online survey of communication professionals across Europe were used to test the approach. Excellent departments were identified across four dimensions: advisory influence, executive influence, success and competence. Approximately one-fifth of each sample was identified as excellent.
Findings
The study shows that excellent communication departments are not simply better at communication; they are different. The characteristics identified are in line with popular organizational excellence models from management theory. Excellent departments employ different people (more experienced, with higher positions and in more strategic roles); they partner and collaborate more closely with the executive board and other departments in the organization; they base their work on different processes with more listening and research; and they produce more products at the strategic level, like overall communication and messaging strategies. There is also a strong congruence with excellence theory in communication management.
Research limitations/implications
The CEF uses a limited number of variables to distinguish excellent from other communication departments. This is typical for excellence approaches based on benchmarking and self-assessments. It helps to apply such approaches in practice. The empirical testing is based on data collected on one continent (Europe). Further research should employ data from other regions of the world and test whether results vary.
Practical implications
In its pragmatic simplicity, the CEF is a viable tool for practitioners for the assessment of communication department and for establishing a quality control system. It can also guide the development of training and education in communication management.
Originality/value
The paper demonstrates that communication management research fits into a larger stream of research in the field of quality management.
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For many years the excellence theory (Grunig, 1992), with its ideal of two-way symmetrical communication, has been the dominant normative framework in public relations (PR). From…
Abstract
Purpose
For many years the excellence theory (Grunig, 1992), with its ideal of two-way symmetrical communication, has been the dominant normative framework in public relations (PR). From an affordance perspective, social media seem to side perfectly with this promise of a more balanced power relation between participants in the communication loop. The purpose of this paper is to see if this promise was realized in the context of an internal communication practitioner’s social software use.
Design/methodology/approach
The authors used a critical case approach for the organizational ethnography. Therefore, the authors selected an IT company where the formal position of internal communication was being created. In this environment, the authors considered it “least likely” to find the unidirectional model of “push communication.” The authors used the network gatekeeping theory (Barzilai-Nahon, 2008) to study technology usage patterns in the organization.
Findings
The analysis indicates that the internal communicator uses social software to interact with other employees. The authors additionally found these tools to affect the gatekeeping role of internal communication, altering the position’s ideological focus through its ability to shape the technological environment.
Research limitations/implications
On a theoretical level, the network gatekeeping theory proved to be useful to study power relations inside organizations. On a practical level, the authors found themselves combining different data sources to grasp the complexity of organizational communication practices.
Originality/value
This research questions the widespread assumption that adoption of social software leads to excellence in PR. Additionally, the use of ethnographic methods in PR has been rare.
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James E Grunig and Miia Jaatinen
Public relations professionals frequently maintain that public relations is different in governmental organisations than in corporations, associations and not‐for‐profit…
Abstract
Public relations professionals frequently maintain that public relations is different in governmental organisations than in corporations, associations and not‐for‐profit organisations. Textbooks commonly include separate chapters on government public relations; and some universities in the USA teach separate courses on government communication programmes. Most public relations theorists, however, have not constructed separate theories of public relations for government. In this paper, the authors theorise that the principles of public relations for government are the same as for other types of organisation, but that the specific conditions to which the principles must be applied are different. Research has shown, however, that governmental organisations are more likely than other organisations to practice a public information model of public relations and less likely to engage in two‐way communication. The authors suggest theoretically that governmental organisations, especially in the USA, are more likely to practice one‐way, information‐based communication programmes because of a pluralistic view of government. In countries where government is based more on a societal corporatist view, organisations are more likely to practice strategic, two‐way communication. This paper analyses the information policies of Canada and Norway as examples. It concludes with the proposition that strategic, symmetrical public relations requires an agency to view its relationship with publics from a societal corporatist perspective rather than from a pluralistic perspective.
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Melissa Fuller, Marjolein Heijne-Penninga, Elanor Kamans, Mark van Vuuren, Menno de Jong and Marca Wolfensberger
The purpose of this paper is to clarify which knowledge, skills and behaviors are used to describe excellent performance in professional communication. As the demand for talented…
Abstract
Purpose
The purpose of this paper is to clarify which knowledge, skills and behaviors are used to describe excellent performance in professional communication. As the demand for talented communication professionals increases, organizations and educators need an empirically defined set of performance criteria to guide the development of (potentially) excellent communication professionals (ECPs). This research aimed to render a competence profile which could assist in the development of recruitment, training and development to develop relevant programs for high-potential communication practitioners.
Design/methodology/approach
This mixed-method research was approached in two phases: first, a series of focus groups (n=16) were held to explore work field perspectives resulting in a concept profile, and second, a series of expert panels (n=30) following the Delphi method were conducted to determine the extent of agreement with the findings.
Findings
Participants clarified that excellent performance is characterized by competences which transcend normative technical skills or practical communication knowledge. The five domains, 16 item “SEEDS” competence profile describes that ECPs are distinguished by their compounded ability to be strategic, empathic, expressive, and decisive and to see patterns and interrelationships.
Research limitations/implications
Although a broad range of relevant professionals were involved in both phases, the study could be considered limited in size and scope. Research was conducted in one national setting therefore further research would be necessary to confirm generalizability of the results to other cultural contexts.
Originality/value
Although many competence frameworks exist which describe normative performance in this profession, specific criteria which illustrate excellent performance have not yet been identified. This competence profile clarifies characteristics which typify excellent performance in professional communication and can be helpful to educators and employers who wish to identify and create suitable training programs for ECPs.
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Jennifer Kornegay, Larissa S. Grunig and PhD
Communication technicians are engaged in electronic public relations activities such as producing e‐mail newsletters, setting up teleconferences, creating Web pages, and…
Abstract
Communication technicians are engaged in electronic public relations activities such as producing e‐mail newsletters, setting up teleconferences, creating Web pages, and generating electronic press releases. This paper explores how and why communication managers should use computer‐based technology and new media. The concept of cyberbridging is introduced, whereby communication managers can use electronic communication technologies (eg, the Internet, WWW and on‐line databases) to conduct environmental scanning and informal and evaluation research. Through cyberbridging activities, communication managers gain power, connect with the dominant coalition, and have input to an organisation's broader decision‐making processes. The linkages with the dominant coalition and improved relationships with key publics result in greater organisational effectiveness.
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The purpose of this paper is to make a case for contextual interpretivism in managing diversity in organizational settings, specifically in its bearing on internal communication…
Abstract
Purpose
The purpose of this paper is to make a case for contextual interpretivism in managing diversity in organizational settings, specifically in its bearing on internal communication, going against the dominating functionalistic stance of venerated and ubiquitous approaches.
Design/methodology/approach
Qualitative and quantitative methodologies were employed to explore the potential of contextual interpretivism within the mining and construction industries of South Africa, due to the fecund diversity context of its employee population.
Findings
This paper points to the enriched understanding that could result from following a contextual interpretivistic approach to internal communication for diversity management, and in so doing discusses the ways in which this could take hold in organizations through the application of germane theoretical assertions of revered internal organizational communication literature, specifically the excellence theory and communication satisfaction.
Research limitations/implications
The main limitation to this research is the restricted generalizability of its empirical research. Further research is required for the exploration of the central premise in other organizational contexts.
Practical implications
The paper provides insights into the ways in which organizations could approach its diversity management so as to speak to more than just the functional aspects thereof, and rather to the importance of nurturing an understanding of employees’ interpretation of the organization’s diversity endeavors.
Originality/value
The implications of applying a new approach to diversity management in organizational settings is discussed and argued, offering an empirical application thereof, which gives way to practical, data-driven recommendations for use in organizational settings.
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Ansgar Zerfass and Sophia Charlotte Volk
The purpose of this paper is to clarify and demonstrate the core contributions of communication departments to organizational success beyond traditional ideas of messaging or…
Abstract
Purpose
The purpose of this paper is to clarify and demonstrate the core contributions of communication departments to organizational success beyond traditional ideas of messaging or information distribution. The main aim is to develop a better understanding of the different facets of value that the communication function delivers by introducing a distinction between strategic and operational contributions, following established management models.
Design/methodology/approach
The research is based on an extensive literature review at the nexus of communication management and strategic management research and ten qualitative case studies in large, internationally operating German organizations from different industries, combining in-depth interviews and document analyses.
Findings
The newly developed Communications Contributions Framework demonstrates that communications serve the corporation in four strategic and operational dimensions and emphasizes the critical role of communications in reflecting and adjusting organizational strategies, i.e. through identifying opportunities to innovate or securing intangible assets.
Practical implications
The paper outlines different application scenarios for how the new framework can be used in practice, i.e. as a multi-faceted rationale for explaining the impact of communication departments in the language of top management and reporting communication success in the logic of business.
Originality/value
The framework provides the first theoretically and empirically based “big picture” of communications’ contributions to corporate success, designed to lay ground for further discussions both in academia and in practice.
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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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Albert Anani-Bossman and Isaac Tandoh
Much of public relations scholarship in the last three decades has been dominated by discussions about best practices. Theories developed over the years have often been based on…
Abstract
Purpose
Much of public relations scholarship in the last three decades has been dominated by discussions about best practices. Theories developed over the years have often been based on western practices with little focus on emerging economies such as Africa. The growing call for a shift to a new system, especially from a non-western perspective has resulted in scholars examining public relations scholarship and practice in other jurisdictions, particularly in Asia. The onset of globalisation increased the scholarly discussion on public relations theorising, with culture playing a significant role in these discussions. This paper undertakes a review of the various discussions on public relations theorising due to globalisation and discusses its implications for public relations scholarship and practice in Africa.
Design/methodology/approach
The paper approaches the issue by examining relevant literature on globalisation and societal changes, public relations theorising, and the African worldview.
Findings
The paper concludes by proposing an African public relations framework that reflects the African worldview. The framework proposes that African public relations can be premised on four levels, humanist, relational, communalist, and strategic.
Research limitations/implications
This research is limited in the sense that the proposed framework has not been empirically tested for verification. It offers scholars the opportunity to empirically test it within the African setting.
Practical implications
The framework presents an opportunity for practitioners to review public relations practice within the African context.
Originality/value
The paper's originality is premised on the development of a public relations framework premised on African social values.
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