The Management Game of Communication

by Peggy Simcic Brønn (Editor), Stefania Romenti (Editor), Ansgar Zerfass (Editor)

Overview

We still see many communication graduates with little business knowledge and business graduates with little communication knowledge. This schism leads communication scholars to assume that better communication is an end in itself while management see it as a means to an end – it must somehow contribute to the bottom line. How can strategic communication and public relations support corporations? What can communicators learn from management disciplines? Moreover, how should universities and business schools deal with the need to integrate research and education from different disciplines to advance the field? This book addresses these challenges and offers some answers. The contributions from primarily European countries were selected from a large number of peer-reviewed contributions for the 2015 congress of the European Public Relations Education and Research Association hosted by BI Norwegian Business School in Oslo. The chapters explore challenges of linking both fields; discuss research focusing on communication, leadership and organisational goals; and present findings from current research in corporate communication.

Product Details

ISBN-13:	9781786357168
Publisher:	Emerald Group Publishing Limited
Publication date:	09/05/2016
Series:	Advances in Public Relations and Communication Management , #1
Pages:	320
Product dimensions:	6.20(w) x 9.40(h) x 1.00(d)

About the Author

Edited by Peggy Simcic Brønn, Bi Norwegian Business School, Oslo, Norway Stefania Romenti, Iulm University, Milan, Italy Ansgar Zerfass, University of Leipzig, Leipzig, Germany; Bi Norwegian Business School, Oslo, Norway

Table of Contents

List of Contributors ix

Series Preface xi

Introduction xiii

Part I Linking Communication and Business

Business Knowledge as a Limited Success Factor for Communication Managers: Results of a Survey in the German-Speaking Context Holger Sievert Lars Rademacher Anna Weber 3

Public Relations: Economics Vs. Communication Science - Effects of Education on the Practice in Austrian Non-Profit Organisations Astrid Spatzier 23

Communication and Management: An Obvious Relationship? The BA Curricula in Communication Management in Flanders Anne-Marie Cotton Els Van Betsbrugge 45

Silo Thinking is Out, Fortress Invaded: Running a Communication Programme at a Business School Anne Kankaanranta Leena Louhiala-Salminen 69

Communication Courses in MBA Programmes: An Analysis of Curricula of Business Schools in the United States and Europe Ralf Spiller Stefan Weinacht Andreas Kohler 85

Part II Communication, Leadership and Organisational Goals

Bulwark of the Company or Advocate of Stakeholders? Public Relations Strategies between Influencing and Consulting Olaf Hoffjann Philine Hachmeister 99

Communicating the Leadership Status of Organisations: A Cross-National Study in 10 European Countries Ansgar Zerfass Markus Wiesenberg 121

Communication Professionals and Organisational Decision-Making: A Finnish Study of Practitioner Roles Markus Mykkänen 143

Putting Communication and Soft Tools into Managerial Scoring Scope: Hurdles and Opportunities for Combining Communication and Managerial Insights (Kpis) Ton Baetens Jan Maessen 163

Creating Shared Value through Communication: A Case Study Analysis of Barilla Emanuele Invernizzi Stefatna Romenti Grazia Murtarelli 181

Part III New and Emergent Thinking around the Practice

Exploring the Magic of Mentoring: Career Planning for the Public Relations Profession Ralph Tench Lucy Laville Juliane Kiesenbauer 205

Change Communication: Emerging Perspectives for Organisations and Practitioners Ivana Crestani 225

Dialogue for Strategic Decision-Making Processes: An Idea Model Elena Gutierrez-Garcia Mónica Recalde 245

Corporate Communication in SMEs: Unveiling an Ignored Field of Practice Ansgar Zerfass Luisa Winkler 265

About the Contributors 287

Index 293