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.

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.

Reputation Management

2017 ◽  
pp. 151-167
Author(s):  
Aslıhan Mihrimah Unutur
Keyword(s):  
New Media ◽  
Public Relations ◽  
Corporate Strategy ◽  
Brand Management ◽  
Corporate Communication ◽  
Reputation Management ◽  
Corporate Communications ◽  
Business Organizations ◽  
Communication Practices ◽  
And Function

The scope of this chapter is to provide insight into how reputation can be managed through brand management, corporate communication practices, and new media strategies. Corporate communication practices carried out through public relations applications has become an increasingly important function in business organizations. Yet, little has been published on the role and function of communication executives. This chapter reveals the impact of corporate communications upon the formulation of corporate strategy.

Exploring theoretical trends in placemaking: towards new perspectives in spatial planning

2018 ◽  
Vol 11 (2) ◽  
pp. 165-180 ◽  
Author(s):  
Wessel Strydom ◽  
Karen Puren ◽  
Ernst Drewes
Keyword(s):  
Literature Review ◽  
Spatial Planning ◽  
Global South ◽  
Theory And Practice ◽  
Management Tool ◽  
Content Type ◽  
Theoretical Perspectives ◽  
Analysis And Synthesis ◽  
Global North ◽  
Review Protocol

PurposeWhile placemaking is a multi-disciplinary concern, it is a key focus within the discipline of spatial planning. This paper aims to explore the development of theoretical trends with regard to placemaking in spatial planning since 1975 to identify current emerging theoretical perspectives. Special attention is given to differences in perspectives between the Global North and the Global South.Design/methodology/approachThe study used an integrative literature review (ILR) to analyse placemaking literature over a period of 41 years and five months. The ILR followed the basic review stages: scoping; planning and review protocol; identification/availability; searching; and screening. ILR differs from other reviews as quality appraisal, data gathering, analysis and synthesis rely on coding, thematic content analysis and synthesis.FindingsInitially, the planning/review protocol resulted in 59 contributions on placemaking in various disciplines (excluding publications in other languages that English). Contributions included spatial and design disciplines (29 contributions), social sciences (14 contributions) and other disciplines (16 contributions). The literature review proceeded with a selection of 23 spatial planning contributions (20 from the Global North and three from the Global South). Theoretical trends include placemaking theorised as a physical construct, a social construct, an economic construct (absent in literature from the Global South), a tool for empowerment, a psychological dimension and an environmental management tool.Practical implicationsThe most recent theoretical perspectives in literature suggest placemaking as an enabling tool in which people share knowledge and learn new skills to transform their own environment. This empowering process creates a linkage between planning theory and practice.Originality/valueThis paper contributes to the current theories of placemaking in spatial planning. It provides a simplified view of an exhaustive list of existing literature. This paper reports on the current trends and the development of placemaking theory.

Global leadership development, strategic alignment and CEOs commitment

2014 ◽  
Vol 33 (5) ◽  
pp. 487-502 ◽  
Author(s):  
Jordi Canals
Keyword(s):  
Leadership Development ◽  
Corporate Strategy ◽  
Empirical Work ◽  
Global Leadership ◽  
Leadership Programs ◽  
Global Business ◽  
Content Type ◽  
Business Context ◽  
Global Leadership Development ◽  
Global Companies

Purpose – Global corporate strategy has moved faster than global leadership development in many companies. This outcome has created some leadership problems: global companies may not have enough leaders in their growth markets or leaders with the required global competencies in their headquarters. The purpose of this paper is to offer some concepts that may help companies tackle those problems. Design/methodology/approach – This paper has a conceptual basis. It draws on previous theoretical knowledge on global leadership development and the experience of some leadership programs in global companies. Findings – The first is that global leadership competencies should be based on the functions that global leaders need to perform and their specific context, not on some theoretical notions isolated from the business context. The second is the need for alignment of global leadership development with the firm's purpose and strategy. The third is that CEOs’ commitment is a key factor in making global leadership initiatives successful. Research limitations/implications – This is a conceptual paper based on business experience. It needs to be complemented with additional empirical work. Practical implications – Global leadership development should be based on real global business functions. Global leadership development should be aligned with the firm's purpose and strategy and its success depends on CEOs’ commitment. Originality/value – The study of global capabilities needs to observe what happens in companies that have global leadership programs. Global leadership development takes place in specific organizations. This paper gets theory closer to the practice of global leadership development.

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.

scholarly journals Managing CEO communication and positioning

2016 ◽  
Vol 20 (1) ◽  
pp. 37-55 ◽  
Author(s):  
Ansgar Zerfass ◽  
Dejan Verčič ◽  
Markus Wiesenberg
Keyword(s):  
Chief Executive Officers ◽  
Large Scale ◽  
Online Survey ◽  
Power Distance ◽  
Chief Executive ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Content Type ◽  
Top Executives ◽  
Executive Officers

Purpose – The purpose of this paper is to examine the practices of positioning Chief Executive Officers (CEOs) and other top executives in the public sphere and approaches to manage their communication activities. Design/methodology/approach – A neo-institutional framework is used to explain the growth of CEO positioning in mediatisated societies. Research questions are derived from previous research and tested in a quantitative online survey with 512 heads of corporate communication in 21 countries across Europe and a qualitative survey with 42 communication leaders in 12 countries. Findings – The majority of companies position their CEOs and/or other top executives, but only a minority guide these activities through a sound management process. European CEOs are primarily presented based on their functional and ethical competencies. A minority of communication leaders prefer the uniform positioning of their CEOs in different markets; others argue for localised approaches. More companies in high-power distance countries have a specific communication strategy for their CEOs, compared to companies in low-power distance countries. Significant differences were also identified between listed and privately owned companies. Research limitations/implications – The study indicates the importance of CEO positioning from the perspective of corporate communication leaders. Investigating the expectations and experiences of CEOs themselves might provide additional insights. Originality/value – The paper presents the first large-scale study on CEO positioning, informs practitioners on the state of practice in Europe and identifies knowledge that can be integrated into education of business and communications students alike.

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.

Measuring online dialogic conversations’ quality: a scale development

2016 ◽  
Vol 20 (4) ◽  
pp. 328-346 ◽  
Author(s):  
Stefania Romenti ◽  
Chiara Valentini ◽  
Grazia Murtarelli ◽  
Katia Meggiorin
Keyword(s):  
Pilot Study ◽  
Public Relations ◽  
Relevant Literature ◽  
Online Communication ◽  
Corporate Communication ◽  
Measurement Scale ◽  
Content Type ◽  
Social Actors ◽  
Communicative Actions

Purpose The purpose of this paper is to develop a measurement scale for assessing the quality of dialogic conversations among companies and digital publics in social media. Dialogic conversations are defined as sequences of communicative actions and counteractions taken by social actors for different purposes based on specific linguistic choices and characterised by diverse communicative approaches and the role played by the involved parties. Design/methodology/approach A multidimensional scale for measuring dialogic conversations is developed from relevant literature concerning dialogue and public engagement in the fields of corporate communication, public relations, management studies and conversation analysis. The scale is built on three main dimensions: organisation turn-taking, sequencing of conversation, repair strategies and procedures. A pilot study was conducted to purify it from irrelevant variables. Findings Results of the pilot study show a general good level of reliability for the majority of the proposed variables for Facebook but not for Twitter. This may indicate that Facebook is a more dialogical forum than Twitter. Originality/value This is the first study proposing a systematic measurement of the dialogue orientation of online conversations that takes into consideration the role of language and communicative actions. The proposed measurement offers corporate communication managers a concrete tool for evaluating the quality of their online communications and for identifying those areas of their online communication that need improvement.

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