scholarly journals Breaking the measurement and evaluation deadlock: a new approach and model

2015 ◽  
Vol 19 (4) ◽  
pp. 371-387 ◽  
Author(s):  
Jim Macnamara
Keyword(s):  
Public Relations ◽  
Delphi Study ◽  
Critical Analysis ◽  
Large Body ◽  
Corporate Communication ◽  
Theory And Practice ◽  
Practical Implementation ◽  
New Approach ◽  
Content Type ◽  
Measurement And Evaluation

Purpose – Noting findings by Michaelson and Stacks in the USA and Zerfass and colleagues in Europe that research-based measurement and evaluation (M & E) of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, the purpose of this paper is to explore the causes of this deadlock and presents an alternative approach and model to overcome identified obstacles and provide new insights to advance this important area of theory and practice. Design/methodology/approach – This paper is informed by critical analysis of the large body of literature on M & E, analysis of M & E reports, and ethnographic research among senior management. Findings – This analysis reveals that, along with long-cited barriers such as lack of budget, lack of knowledge and lack of standards, three other obstacles prevent demonstration of the value of PR and corporate communication. Based on critical analysis of literature and M & E reports and ethnography, this paper presents a new approach and model for M & E to help practitioners overcome these obstacles. Research limitations/implications – This analysis and the approach and model presented address an area of concern identified in research globally, such as a 2008 Delphi study by Watson and the European Communication Monitor in 2011 and 2012. The findings provide theoretical and practical contributions to address the deadlock between normative theories of M & E and practical implementation. Originality/value – The approach and M & E model presented make a significant original contribution to theory and practice.

Creating business value through corporate communication

2017 ◽  
Vol 21 (1) ◽  
pp. 68-81 ◽  
Author(s):  
Ansgar Zerfass ◽  
Christine Viertmann
Keyword(s):  
Public Relations ◽  
Corporate Strategy ◽  
Corporate Communication ◽  
Theory And Practice ◽  
Management Tool ◽  
Content Type ◽  
Top Executives ◽  
Communication Goals ◽  
Global Companies ◽  
Year 2000

Purpose The purpose of this paper is to report on a multi-step research project which explores concepts that explain communication value across different disciplines and builds a framework that identifies and systematizes communication goals linked to generic corporate goals. Design/methodology/approach Based on a literature review of work on value creation through communication, drawn from 815 publications in 36 international journals across several disciplines (public relations, marketing, management, etc.) and published from the year 2000 onward, the authors have developed a framework, named “Communication Value Circle.” The application of the framework was discussed with chief communication officers from global companies and was used during a communication alignment process in a global healthcare company. Findings Empirical surveys across several continents show that communication professionals use a multitude of rationales to explain the value of their work to top executives. These range from building reputation, brands and identity, to gaining thought leadership, boosting sales, motivating employees, preventing crises and listening to stakeholders. The researchers have identified four major value dimensions of communication (enabling operations, building intangibles, adjusting strategy, and ensuring flexibility). The framework encompasses 12 specific goals for communication that can be derived from corporate strategy. Research limitations/implications The framework stimulates the debate on the diverse concepts of communication value, performance and measurement, and the need to integrate those approaches into theory and practice. Additional qualitative studies to verify the framework are proposed. Practical implications The communication value circle can be used as a management tool for planning, evaluating, and revising strategic directions for communication in any corporation. Originality/value Explaining the value of communication continues to be one of the most important challenges for professionals and scholars alike. This paper proposes a consistent explanation for the theory and practice of what constitutes corporate communication.

Towards the distinctive Islamic mode of leadership in business

2015 ◽  
Vol 34 (8) ◽  
pp. 882-900 ◽  
Author(s):  
Aikaterini Galanou ◽  
Dalia Abdelrahman Farrag
Keyword(s):  
Leadership Style ◽  
Structural Equation ◽  
Organizational Innovation ◽  
Large Body ◽  
Theory And Practice ◽  
Content Type ◽  
Area Of Interest ◽  
Transactional Leadership Style ◽  
Islamic Leadership ◽  
Practical Implications

Purpose – The paper provides some fundamental observations on leadership from an Islamic perspective and the Islamic revealed knowledge. The purpose of this paper is to measure the association between Islamic leadership and the most common western forms of leadership namely; transactional, transformational, authentic, and ethical leadership styles as well as its relationship on leader’s effectiveness and organizational innovation. Design/methodology/approach – An empirical investigation was conducted using portrait value questionnaire recommended by Schwartz (1994b), confirmatory factor analysis (CFA) followed by structural equation modelling (SEM). Findings – The results indicated that Islamic leadership is positively and significantly associated with perception of leader effectiveness and innovation outcomes. In addition the findings revealed that Islamic leadership is positively correlated with transformational, ethical, and authentic leadership as well and not with the transactional leadership style. Practical implications – Among the practical implications of this research is that while a large body of leadership research has adopted a variation of leadership theories, our results suggest that we should seize to pay attention to the influential Islamic leadership. Originality/value – The originality of this paper is that it extends scholarly understanding on Islamic perspectives of management which is a relatively new and growing area of interest for academics and practitioners, in terms of both theory and practice.

The effect of gamification on motivation and engagement

2018 ◽  
Vol 35 (1) ◽  
pp. 56-79 ◽  
Author(s):  
Raed S. Alsawaier
Keyword(s):  
Literature Review ◽  
Empirical Study ◽  
Critical Analysis ◽  
Theory And Practice ◽  
Future Research ◽  
College Courses ◽  
Content Type ◽  
Holistic Understanding ◽  
Motivation And Engagement ◽  
Implementation Guidelines

Purpose Gamification is the application of game features, mainly video game elements, into non-game context for the purpose of promoting motivation and engagement in learning. The application of gamification in a pedagogical context provides some remedy for many students who find themselves alienated by traditional methods of instruction. The use of gamification could provide a partial solution to the decline in learners’ motivation and engagement the schooling system is facing today. Specifically, the college environment could benefit a lot from gamifying not only their graduate recruitment strategies, but also the college course content and curricula. This critical analysis of literature on gamification is intended to be part of a sequence on the effect of gamification on motivation and engagement. A proposed methodology in the study of gamification effect on motivation and engagement in addition to an empirical study on three college courses are being finalized to complete this trilogy. The paper aims to discuss these issues. Design/methodology/approach Themes covered in the literature review include: conceptualizing gamification, advantages of gamification over game-based learning, theoretical connections to gamification, motivation and engagement, connecting gamification to motivation and engagement, emotions and fun in gamification, player types and gamification features, gamification in action, and implementation guidelines. Findings The literature on the effect of gamification on motivation and gamification is still limited on multiple levels. There is a gap between theory and practice in the study of gamification. There is limited literature on the implementation guidelines of the gamified designs. Practical implications This critical analysis of literature is followed by connecting it to future research by the same author as part of a sequence on the effect of gamification on motivation and engagement. The second project, will be proposing a methodology for any successful design to provide a holistic understanding of the topic of gamification. Finally, an empirical study on the effect of gamification on students’ motivation and engagement in three college courses will be submitted to complete the trilogy. Originality/value This paper is a literature review, so there is a strong connection to literature on this topic. However, the synthesis of the themes and ideas are original. The literature review is extensive and covers the different aspects of the topic of gamification and its relationship to motivation and engagement.

Toward advancing debates on Islamic marketing: a renewed perspective

2018 ◽  
Vol 9 (1) ◽  
pp. 152-166 ◽  
Author(s):  
Norlia Ahmad
Keyword(s):  
Human Activity ◽  
Critical Analysis ◽  
Design Methodology ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Content Type ◽  
Marketing Literature ◽  
Economic Progress ◽  
Inclusive Approach ◽  
Target Markets

Purpose The purpose of this paper is to offer a renewed perspective on the intersections of Islam and marketing. Design/methodology/approach This paper is based on Islamic marketing literature, Islam’s view on human and economic progress, insights from other marketing disciplines and phenomena that focus on treating consumers as “individuals” instead of merely target markets. It consists of an inclusive approach guided by a notion that Islamic marketing debates should not merely attempt to “see” (understand) Muslim consumers or Islamic markets but to also enhance efforts to “see” and (re)discover Islam. Findings This paper reiterates a view of Islam as both a faith and activity; it argues that this view should be the basis of critical analysis on the intersections of Islam and marketing. It also highlights the overlap between Islamic marketing and humanistic marketing, thus offers more inclusive approach to Islamic marketing debates. Based on the arguments of Islam as a deen and marketing as part of human activity, it provides further directions for critical and continuous efforts to explore the questions of “what, why and how” Islam can contribute to the advancement of marketing theory and practice. Originality/value This paper presents a renewed perspective to current debates on Islamic marketing; it stresses on the importance of building a case in which Islam has something to commit to contemporary marketing issues and problems.

The dimensionality of corporate communication management (CCM)

2019 ◽  
Vol 32 (1) ◽  
pp. 71-97 ◽  
Author(s):  
Bahtiar Mohamad ◽  
Bang Nguyen ◽  
TC Melewar ◽  
Rossella Gambetti
Keyword(s):  
Public Relations ◽  
Quantitative Research ◽  
Operational Definition ◽  
Corporate Communication ◽  
Corporate Management ◽  
Corporate Communications ◽  
Measurement Scales ◽  
Communication Management ◽  
Content Type ◽  
Corporate Advertising

Purpose This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes to validate an operational definition and dimensions of the CCM construct, which have not been identified in the literature. Design/methodology/approach The initial concepts are based on academic literature and followed by 12 face-to-face interviews with corporate communication practitioners and consultants from Malaysia to confirm the practicality of each dimension. QSR Nvivo Version 9.0 software is used to analyse the qualitative data. Then, the data are classified through deductive content analysis based on key words or themes. Findings The diverse perspectives are shown from the practitioners and consultants on the dimensionality of CCM. Most of the interviewees suggest that CCM dimensions include corporate advertising, corporate affairs, investor relations and employee communication within the corporate communication and other departments. They also found the public relations and media relations are clearly under corporate communications manager’s supervision. This research confirms the concept of CCM and its dimensionality to operationalise the CCM construct. The CCM dimensions also offer opportunities for further research to develop the measurement scales. Originality/value This research contributes to the clarification on the subject matter by developing clear concepts of the CCM and by offering insights about the role of the CCM dimensions, which help managers to more successfully incorporate the CCM dimension into the corporate management strategy. This paper also examines the concept of CCM and confirms its dimensionality, which helps in developing the CCM measurement for further quantitative research.

Management tools in corporate communication: a survey about tool use and reflections about the gap between theory and practice

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sophia Charlotte Volk ◽  
Ansgar Zerfass
Keyword(s):  
Tool Use ◽  
Research Field ◽  
Corporate Communication ◽  
Theory And Practice ◽  
Future Research ◽  
Communication Management ◽  
Management Tools ◽  
Organizational Decision Making ◽  
Content Type ◽  
Perceived Relevance

PurposeThe purpose of this article is to introduce the research field of management tools to communication management scholarship and open up new avenues for the field.Design/methodology/approachThe first part examines established knowledge from the strategic management literature about management tools as a means to support and facilitate organizational decision-making. The second part reports on a survey among 125 communication practitioners in corporate communication departments about the use of 32 tools for the analysis, planning, implementation and evaluation of communication.FindingsThe study sheds light on the perceived relevance and benefits of tools, as well as on knowledge and satisfaction and on general patterns of tool use. The findings demonstrate that tools are gaining in importance, but there is a lack of understanding, training and documentation of tools. Tools for planning and implementing communication are most widely spread, reflecting the operational focus of corporate communication.Practical implicationsPractitioners find value in the compilation of the most popular tools and implications on how to reflect about tool usage and outcomes.Originality/valueThe article provides directions for future research and reflects about tools as a means to bridge the divide between theory and practice.

Pracademia: an answer but not the answer to an enduring question

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Scott Eacott
Keyword(s):  
Educational Leadership ◽  
Design Methodology ◽  
Theory And Practice ◽  
New Approach ◽  
Academic Practice ◽  
Content Type ◽  
Relational Approach ◽  
Work Breaks ◽  
Conceptual Paper ◽  
Knowledge Claims

PurposeThe pracademia movement is gaining increasing traction in education, particularly in educational leadership. Offered as a means to bridge practice and academia, questions remain as to whether it resolves or perpetuates the theory–practice divide. This paper systematically approaches this problem.Design/methodology/approachTheoretically informed by the relational approach, this conceptual paper articulates the preliminaries and underlying assumptions of pracademia before exploring the implications for the field of educational leadership.FindingsHaving established the underlying assumptions, this paper offers three standards – description, explanation and alternative – for assessing knowledge claims in the field that does not default to distinct knowledge worlds (e.g. academic, practice) or categories of knowledge generators (e.g. academics, practitioners, pracademics).Originality/valueThrough a relational approach, this work breaks down the boundaries of theory and practice to offer a new way of thinking about knowledge claims. The new approach is consistent with the intent of bridging theory and practice without the need to assume them to be separate in the first place.

scholarly journals The role of physical metaphors for decision-making in integrated corporate communication

2018 ◽  
Vol 31 (1) ◽  
pp. 42-55
Author(s):  
Alfonso Siano ◽  
Agostino Vollero ◽  
Maddalena Della Volpe ◽  
Maria Giovanna Confetto ◽  
Pantea Foroudi ◽  
...  
Keyword(s):  
Decision Making ◽  
Stakeholder Management ◽  
Integrated Approach ◽  
Building Blocks ◽  
Corporate Communication ◽  
Theory And Practice ◽  
Corporate Communications ◽  
Sequential Decision ◽  
Content Type

Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels. Research limitations/implications The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses. Originality/value The paper shows that while scholars have concurred that ICC is crucial for different type of organizations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC.

Innovation in public relations theory and practice

2018 ◽  
Vol 22 (4) ◽  
pp. 382-396 ◽  
Author(s):  
W. Timothy Coombs ◽  
Sherry J. Holladay
Keyword(s):  
Public Relations ◽  
Digital Media ◽  
Theory And Practice ◽  
Innovative Approach ◽  
Content Type ◽  
Narrative Transportation ◽  
Transmedia Storytelling ◽  
Emerging Trends ◽  
Transportation Theory ◽  
New Perspective

Purpose The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives. Design/methodology/approach The approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach. Findings An innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated. Research limitations/implications The paper examines only one case to illustrate the TNT approach. Practical implications The TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations. Originality/value There has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

Sign in / Sign up

Export Citation Format

Share Document