It's still the media. How professionalism in corporate communication influences the prioritisation of organizational environments [article]

Rada Babic, Jochen Hoffmann, Ulrike Röttger
2017
This article challenges the widely accepted understanding that corporate communication has been professionalised through its development from traditional press relations into integrated multi-stakeholder management. Based on a cross-cultural survey in Austria, Germany, Switzerland, Australia and Indonesia, we analyse the links between expertise, autonomy and value-orientation indicating the professionalism of senior communication managers on the one hand, and the perceived relevance of
more » ... levance of organizational environments on the other. Overall, the results show that professionalism in a traditional sense does not promote a wider perspective when dealing with organizational environments. Instead, the more professional practitioners are, the more they focus on the media.
doi:10.24434/j.scoms.2017.01.002 fatcat:ue7nwfvblfhvnkzmlxf4ltkbxi