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Corporate communications from the top and from the center: comparing experiences and expectations of CEOs and communicators

Zerfass, Ansgar; Schwalbach, Joachim; Bentele, Günter; Sherzada, Muschda
Journal article, Peer reviewed
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URI
http://hdl.handle.net/11250/226934
Date
2014
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  • Scientific articles [1722]
Original version
International Journal of Strategic Communication, 8(2014)2: 61-78   10.1080/1553118X.2013.879146
Abstract
Common viewpoints as well as divergences between top executives and communication

professionals influence the institutionalization of strategic communication. However,

there is little empirical evidence on the accordance between both groups. Most research

explores either communication professionals or chief communication officers (CCOs).

Very few studies have combined both perspectives. This article identifies the research

gap, explores insights from previous research, and contributes to the body of knowledge

in strategic communication with an original study that is based on two surveys with

replies from 602 CEOs and executive board members as well as 1,251 communication

managers from companies in the largest European country, Germany. While top

executives rate the information and motivation of employees as the most important

objective of corporate communication, communication professionals focus on the

creation of a positive image. Respondents from both groups also state different opinions

about dealing with the demand for transparency. Both top executives and

communicators give most support to a role model that describes communication

professionals as a facilitator between an organization and its publics. Nevertheless the

overall conclusion is that perspectives diverge quite often and attention should be

directed towards a better alignment between top management and those leading the

strategic communication function.
Description
This is the authors’ accepted, refereed and final manuscript to the article.
Publisher
Taylor & Francis
Journal
International Journal of Strategic Communication

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