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Article
Publication date: 1 April 2006

Triveni Kuchi

Purpose – Libraries have been experiencing relentless change and uncertainty in their environment. The literature on corporate communications, strategic management and…

Abstract

Purpose – Libraries have been experiencing relentless change and uncertainty in their environment. The literature on corporate communications, strategic management and planning, marketing and public relations more recently, has been recommending using communications as a strategy to coherently and proactively handle and foresee change. Planning and using an overall communications strategy will bring integrity and adherence to the library's goals and direction while reducing the discomfort of change. This selected bibliography is a quick starting point for understanding the significance of an overall communication strategy and its use for managing conflicts and changes in the library's environment strategically. Design/methodology/approach – This article covers books and articles from mid‐1980s to 2004, published around the world. The sources are listed alphabetically by author and then chronologically for different sources by the same author, providing brief but useful information about the content covered for each source. Findings – This bibliography illustrates a variety of research from corporate communications, strategic planning, communications management, marketing and public relations literature that emphasize the role of communication in strategic management. Research limitations/implications – It records a comprehensive list of publications covering international perspectives as well as publications about communication strategy. Practical implications – This selected bibliography is primarily intended for librarians, library planners, managers or administrators, but is also relevant to corporate and business professionals, planners and administrators. Further, it would also be a useful resource for students, faculty and researchers of communication. Originality/value – This bibliography presents a much needed resource list for gathering insights into the strategic role of communication for organizations such as the library that are in a state of constant change.

Details

Library Management, vol. 27 no. 4/5
Type: Research Article
ISSN: 0143-5124

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Article
Publication date: 11 October 2018

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…

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.

Details

Journal of Communication Management, vol. 22 no. 4
Type: Research Article
ISSN: 1363-254X

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Book part
Publication date: 24 September 2018

Maria Borner and Ansgar Zerfass

This chapter attempts to broaden corporate communications and public relations research by introducing a theoretical foundation for the inbound (in contrast to the…

Abstract

This chapter attempts to broaden corporate communications and public relations research by introducing a theoretical foundation for the inbound (in contrast to the outbound) perspective of communication. The idea of organisational listening has recently been introduced by a small number of researchers. However, current concepts are mostly based on the relational paradigm of public relations. Listening is positively connoted in those concepts because it might help to foster mutual understanding, advance favourable relationships with stakeholders and support normative ideals of deliberation in democratic societies. This is not convincing from the point of view of communication managers who align their strategies and budgets to overarching organisational goals. The chapter aims to develop a new approach beyond the relational approach by linking corporate listening to corporate value. In a first step, current definitions and concepts of organisational listening are discussed in order to underline the need for a new approach. Secondly, the need for an inbound perspective of communication is explained by referring to Giddens’ structuration theory and its consequences for managing communications. Thirdly, corporate listening is conceptualised as a strategic mode of communication by referring to the overarching concept of strategic communication. Last but not least, the chapter elaborates on the value of listening for corporations and concludes with a broadened understanding of strategic communication.

Details

Public Relations and the Power of Creativity
Type: Book
ISBN: 978-1-78769-291-6

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Article
Publication date: 1 December 2002

Deborah J. Barrett

Whether organizational change results from a merger, acquisition, new venture, new process improvement approach, or any number of flavors‐of‐the‐day management fads…

Abstract

Whether organizational change results from a merger, acquisition, new venture, new process improvement approach, or any number of flavors‐of‐the‐day management fads, employee communications can mean the success or failure of any major change program. The Strategic Employee Communication Model with the best practice definitions, which are composites of effective employee communication examples collected from researching selected Fortune 500 companies, help management understand the strategic role of employee communication in a high‐performing company. The model functions as an analytical tool to diagnose a company’s strengths and weaknesses in employee communication so that the company can structure the change communication program and position communication to facilitate the overall change program. In this paper, I explain the Strategic Employee Communication Model and best practice definitions, demonstrate a change communication approach to improving employee communications using the Strategic Employee Communication Model, and provide a case study of the successful use of the model and approach during a major change program.

Details

Corporate Communications: An International Journal, vol. 7 no. 4
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 22 January 2021

Christian Pieter Hoffmann and Sandra Binder-Tietz

While several extant studies have discussed the strategic importance of investor relations (IR) for listed corporations, few have tried to apply findings from strategic

Abstract

Purpose

While several extant studies have discussed the strategic importance of investor relations (IR) for listed corporations, few have tried to apply findings from strategic communication research to IR. Therefore, little is known about the planning and evaluation of IR programs, with even less data available on IR's involvement in top management decision-making. The purpose of this paper is to examine research on planning and evaluation practices in German Prime Standard corporations' IR departments.

Design/methodology/approach

The method entailed a survey of 51 heads of IR departments from the largest corporations listed on the Frankfurt Stock Exchange concerning the topic of measurement and evaluation.

Findings

The findings highlight an intermediate stage in the professionalization of the still-emergent IR function. While IR has been established as an independent function with some consideration in strategic leadership, strategic management of the function is still evolving. This study shows that while some form of planning is the norm, IR departments at smaller companies tend to focus more on departmental objectives than on deriving objectives from the corporate strategy. Also, systematic evaluation remains lacking in many smaller companies' IR departments. As a result, IR managers from smaller companies are consulted less frequently during top management meetings on corporate strategy.

Research limitations/implications

This study is based on data collected only from German Prime Standard corporations. While satisfactory in the context of quantitative IR studies, the response rate from the reported survey was only 32%. Furthermore, the average level of strategic IR management among German listed companies actually may be somewhat lower than reported in this paper, as large listed companies are somewhat overrepresented in the sample.

Originality/value

This study addresses an apparent research gap, i.e. to date, little is known about the strategic management of the IR function, especially in a non-US context. This analysis shows that theories and frameworks from strategic communication management can be applied to the IR function.

Details

Journal of Communication Management, vol. 25 no. 2
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 1 July 2002

Donald K. Wright

This paper explores how corporate communications and public relations wereaffected by the 11th September, 2001 terrorism attacks on the USA.

Abstract

This paper explores how corporate communications and public relations were affected by the 11th September, 2001 terrorism attacks on the USA.

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Article
Publication date: 28 January 2014

Maria Ellinor Rosén

The purpose of this paper is to describe and analyze changes in the descriptions and requirements of professional communicators in Swedish job advertisements between 1960…

Abstract

Purpose

The purpose of this paper is to describe and analyze changes in the descriptions and requirements of professional communicators in Swedish job advertisements between 1960 and 2010.

Design/methodology/approach

Through a quantitative content analysis, this study approaches organizational requirement information in order to better understand changes in the description of the ideal candidate and professionalization.

Findings

The results show that job titles have gradually become more specified and strategically orientated. Tactical qualifications dominated the first decades but operational and strategic skills were increasingly required in the material over the last two decades.

Research limitations/implications

Even if job advertisements could expose the historical changes in expectations and demands on communicational professional practitioners, further studies could entail complementary material such as interviews with senior communications managers and headhunters.

Practical implications

In order to be legitimized as a field of profession, scholars, teachers and practitioners need to create ideals and ideologies that can justify and defend business and education. This paper stimulates practitioners to reflect critically on such issues.

Originality/value

The key contribution of this paper is to explicate how the image of communication practice and the demands on communication practitioners have changed during the last 50 years.

Details

Journal of Communication Management, vol. 18 no. 1
Type: Research Article
ISSN: 1363-254X

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Book part
Publication date: 26 November 2020

Olaf Hoffjann

The objective of this chapter is to introduce the new concept of outside-in-content, which facilitates a new perspective in the decoupling discourse. Based on the…

Abstract

The objective of this chapter is to introduce the new concept of outside-in-content, which facilitates a new perspective in the decoupling discourse. Based on the requirements for the contents of strategic communication, the concept of outside-in- and inside-out-content is introduced. The mechanisms of outside-in-content are explained using examples of practices from strategic communication management, such as sponsorship, corporate giving, celebrities and brand worlds. Next, the effects of outside-in-content are described. Lastly, in the context of the discourse on decoupling, the question of whether – or how – outside-in-content encourages talk–action inconsistency is answered. In inside-out-content, strategic communication looks within the organization for events, characteristics, services, persons and topics capable of attaining strategic communication targets. In the case of outside-in-content, the path is reversed: here, the selection process for strategic communication begins outside the organization and asks which existing or new events, persons or topics outside the organization are capable of attaining strategic communication goals and raising interest among the target group. Outside-in-content tends to be more reliable in attaining profile-raising and image goals. Outside-in-content encourages decoupling for three reasons: (1) like a lighthouse, it draws attention away from negative issues. (2) As neither-true-nor-false-content, it encourages noncommittal and arbitrary strategic communication. (3) If organizations no longer talk about themselves, or do so less frequently, talk and action can also no longer be examined using the standards of tight or loose coupling.

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Article
Publication date: 3 August 2015

Ansgar Zerfass and Muschda Sherzada

The purpose of this paper is to explore the perceptions and expectations of chief executive officers (CEOs) and executive board members concerning: the relevance of public…

Abstract

Purpose

The purpose of this paper is to explore the perceptions and expectations of chief executive officers (CEOs) and executive board members concerning: the relevance of public opinion and contribution of communication performance to organizational success, the communicative role of top executives and their interaction with professional communicators, the objectives and values of corporate communications, and the importance of various disciplines and instruments.

Design/methodology/approach

A quantitative survey was conducted among top executives of listed and private companies operating in the largest European country, Germany (n=602).

Findings

The study identifies a traditional mindset: top executives focus on primary stakeholders (customers, employees) instead of secondary stakeholders (politicians, activists), they value mass media higher than social media, and they rate speaking more important than listening. Moreover, communication professionals are not always the first choice when CEOs and board members reflect on the topics at hand. Advanced visions of strategic communication developed in academia and practice have not yet arrived in many boardrooms.

Research limitations/implications

The sample is not representative for all CEOs in corporations and it is limited to one country.

Originality/value

While the performance of corporate communications depends heavily on the perceptions, beliefs, and expectations that top executives hold towards communication and its contribution to organizational goal, little is known about this. Most knowledge is based on qualitative interviews and small-scale samples. This study provides an overview of previous insights and takes a broader empirical approach.

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Article
Publication date: 1 March 2000

Richard R. Dolphin and Ying Fan

Corporate communications, or public relations (PR) has become an increasingly important function in business organisations. Yet little has been published on the role and…

Abstract

Corporate communications, or public relations (PR) has become an increasingly important function in business organisations. Yet little has been published on the role and function of communication executives. This paper reports an empirical study conducted in 20 British organisations with a focus on the director of corporate communications. It examines the role and tasks of corporate communication executives and discusses their status within organisational structure and the impact of corporate communications upon the formulation of corporate strategy.

Details

Management Decision, vol. 38 no. 2
Type: Research Article
ISSN: 0025-1747

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