Corporate communication management: A framework based on decision-making with reference to communication resources

Siano, Alfonso; Vollero, Agostino; Confetto, Maria Giovanna; Siglioccolo, Mario

doi:10.1080/13527266.2011.581301

Cited by 22 publications

(18 citation statements)

References 74 publications

(49 reference statements)

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“…Typically through mediums such as experiences, images, stories and concepts (Siano, Vollero, Confetto, & Siglioccolo, 2013;Stuart & Kerr, 1999), communications should focus on fostering favourable stakeholder relations in order to augment their organisation's objectives, vision and reputation (Abratt & Kleyn, 2012;Hatch & Schultz, 1997;Srivoravilai, Melewar, Liu, & Yannopoulou, 2011). Consequently, managers can embrace reputation/impression management to engage stakeholders (Carter, 2006;Puncheva, 2008).…”

Section: Stakeholder Engagementmentioning

confidence: 98%

Engaging and marketing to stakeholders in World Heritage Site management: a United Kingdom multiple case study perspective

Lochrie

2016

Journal of Marketing Management

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This research addresses the limited studies which apply stakeholder theory to World Heritage Site (WHS) management and managerial theory to heritage management. WHS management highlights a context where sites rely on numerous interests uniting through goodwill. This is intensified by the multiple-ownership patterns which characterise many WHSs, necessitating a need for collective action. This study aims to explore how managers attempt to manage stakeholders and generate involvement and support. This study adopts a multiple case study approach, exploring three United Kingdom WHSs. Data were collected through interviews, documentation and physical artefacts. The analysis found that through representation, raising awareness and support, managers were able to generate stakeholder patronage. However, this required managers to look beyond informative engagement toward participatory means. Furthermore, the findings highlight the importance of the facilitators, time and money in successful stakeholder engagement. Lastly, conclusions, limitations and future research are offered. Underpinned by stakeholder theory, this paper contributes to the understanding of stakeholder engagement within WHS management and adds to limited empirical studies on multiple sites. This investigation found that engagement is constrained by managers' limited time and resources. Furthermore, participatory engagement is essential in fostering stakeholders' responsibility for site management and developing relationships with managers. ARTICLE HISTORY

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Section: Stakeholder Engagementmentioning

confidence: 98%

Engaging and marketing to stakeholders in World Heritage Site management: a United Kingdom multiple case study perspective

Lochrie

2016

Journal of Marketing Management

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“…The core idea of these four main issues is their basic assumption that integration is an organizational/managerial philosophy which aims to overcome the isolation of the different communications activities that the company can choose from (Siano et al, 2013). The result is that a holistic and cooperative vision of communication activities is produced (Duncan and Everett, 1993;Miller and Rose, 1994;Kliatchko and Schultz, 2014).…”

Section: The Integrated Communication Paradigm Then Spread Under the mentioning

confidence: 99%

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

Siano

Vollero

Volpe

et al. 2018

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Purpose -The role of metaphors in information management has generally been acknowledged due 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 aim of this study is thus to analyse physical metaphors as tools for making sequential decisions to achieve effective Integrated Corporate Communication (ICC).Design/methodology/approach -The paper draws on 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, since 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 integrated corporate communication is crucial for different type of organisations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC. Key words: integrated corporate communication, physical metaphors, communication mix, message coordination 2 IntroductionUntil the end of '80s, in the traditional approach to marketing communications, companies and communication agencies create separate plans for each communication technique, such as advertising, direct marketing, sales promotions, etc. In most cases, the result was a fragmentation of information about the company/brand that was perceived in a different way according to the different type of communication means used. From the early '90s, an integrated approach to communication has been progressively introduced to use the same communication tools and to reinforce each other. By communicating the same information in advertising messages, in press releases and in direct mails, companies are in fact able to improve the effectiveness of communication.The basic principle of coordinating communication activities has thus been referred to by authors wishing to see a convergence of the Corporate affairs/Public Relations and Marketing functions of companies, based on shared concepts and methodologies (e.g., Kotler and Mindak, 1978;Porterfield, 1980;Smith, 2012).The integrated communication paradigm then spread under the name of "Integrated Marketing Communi...

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“…Bár az angol nyelven író szerzők a kommunikációmenedzsment elnevezés helyett továbbra is vállalati (corporate communications) (Christensen et al, 2008), vállalati stratégiai vagy integrált kommunikáció elnevezéseket használnak ("strategic approach to the management of corporate communication", "integrated communication"), a taglalásból egyértelmű, hogy ezeket a német irodalomban a VKM fogalommal (Kommunikationsmanagement) azonos jelentésűnek tekintik (Siano et al, 2013). Hangsúlyozzák, hogy a vállalati kommunikáció feladata a szervezet valamennyi kommunikációs megnyilvánulásának egyetlen koherens entitássá szervezése (Christensen et al, 2008, p. 3).…”

Section: Az éSzak-európai a Német Nyelvű éS A Keleteurópai Országok unclassified

A vállalati kommunikációmenedzsment kutatása – nemzetközi és hazai perspektívából

Borgulya

Szombathelyi

2019

Veztud

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Jelen tanulmány témája a vállalati kommunikációmenedzsment, mint diszciplína kialakulása, elméletei, globális és lokális jellegzetességei, szerepe és trendjei a kutatások tükrében. Noha a vállalati kommunikációmenedzsment mára a menedzsmenttudományok egyik legdinamikusabban fejlődő területévé vált, önálló tudományterületként megjelenését tudományos nézetek ütközése övezte. A vállalatvezetésben ugyan nyilvánvaló volt, hogy e menedzsmenttevékenység kiemelten fontos az eredményességhez, azonban a vállalati kapcsolatok, a PR és a kommunikációmenedzsment egymáshoz való viszonyában értelmezési eltérések alakultak ki. Ennek következtében különböző fókuszok rajzolódtak ki a kutatásokban. A tanulmány készítésének módszere a nemzetközi és hazai szakirodalom rendező és értelmező áttekintése. A szerzők bemutatják a kommunikációmenedzsment fogalom megjelenését, értelmezését és a diszciplína kialakulását. Ezt követően ismertetik az eltérő kutatási súlypontokat az angol nyelvterületeken, egyes európai országok kutatásaiban és a hazai megközelítésekben. Kiemelik a vállalati kommunikációmenedzsmentnek a vállalati értékteremtésben betöltött szerepét, a mérhetőséget, az infokommunikációs technológia hatását és egyes specifikus feladatokat, valamint a vállalati kommunikációmenedzsment gyakorlati jelentőségét. A trendeket vizsgálva felrajzolják a jövő várható útjait. Kulcsszavak: vállalat, kommunikációmenedzsment, elméletek, trendek The topic of this review is the emergence of corporate communication management as a discipline, its theories, global and local characteristics, and its roles and trends in the light of research articles. Although today corporate communication management has become one of the most dynamically evolving fields of management, the first decades of the discipline were characterised by coexisting conflicting scientific theories. For the corporate management it was beyond doubt that corporate communication was elemental in the performance of the enterprises, however corporate PR, corporate relations and communication management had contradicting interpretations. These contributed to the appearance of distinct foci of international research. This review summarises international and Hungarian concepts. The authors demonstrate the emergence of the term of communication management, its interpretations and the development of the discipline. Next they present various foci of research in the UK and USA, in certain European countries and Hungary: the role of corporate communication management in value creation, its measurement, effects of info communication technology on it and some special areas. They overview the analyses of the trends and the projections for the near future: internationalisation, the effects of globalisation, mass media, digital media, social media; and the expected new challenges in corporate communication management.

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Corporate communication management: A framework based on decision-making with reference to communication resources

Cited by 22 publications

References 74 publications

Engaging and marketing to stakeholders in World Heritage Site management: a United Kingdom multiple case study perspective

Engaging and marketing to stakeholders in World Heritage Site management: a United Kingdom multiple case study perspective

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

A vállalati kommunikációmenedzsment kutatása – nemzetközi és hazai perspektívából

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