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Aligning and Linking Communication with Organizational Goals

Published on Mar 11, 2020
· DOI :10.1002/9781119263203.CH27
Ansgar Zerfass22
Estimated H-index: 22
,
Sophia Charlotte Volk3
Estimated H-index: 3
Abstract
  • References (35)
  • Citations (0)
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References35
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#1Sophia Charlotte Volk (Leipzig University)H-Index: 3
#2Ansgar Zerfass (BI Norwegian Business School)H-Index: 22
ABSTRACTThis article seeks to build a better understanding of the concept of alignment, which has been acknowledged as a central aspect of strategic communication, but never explicitly defined. Building upon a comprehensive literature review and systematization of concepts at the nexus of strategic communication and management research, a working definition and an integrative conceptual framework of alignment of strategic communication are suggested. The new definition describes alignment of str...
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#1Ansgar Zerfass (BI Norwegian Business School)H-Index: 22
#2Dejan Verčič (University of Ljubljana)H-Index: 22
Last. Kelly Page Werder (USF: University of South Florida)H-Index: 8
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ABSTRACTThis article draws on a decade of research in strategic communication and especially on the contributions in this special issue to propose a new and more comprehensive definition of strateg...
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#1Jim Macnamara (UTS: University of Technology, Sydney)H-Index: 16
ABSTRACTAfter identification of “stasis” in evaluation of strategic communication including public relations and corporate communication despite intensive focus for more than 40 years, recent initiatives in measurement and evaluation on three continents highlight a number of important advances in theory and practice. Although studies have identified a lack of standards and a narrow focus on “activities” and “outputs” in traditional evaluation models and literature, a two-year international study...
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Purpose The purpose of this paper is to examine the status quo of communication evaluation and measurement practices in communication departments of companies, non-profits, and other organizations across Europe. Design/methodology/approach The study argues that the challenge to conduct reliable measurement is threefold: first, communication professionals have to understand and develop skills how to conduct evaluation; second, they have to evaluate whether communication activities have reached th...
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Abstract The evaluation and measurement of public relations have been a lasting topic for academics since the 1970s. Over the course of time, much has been written upon the topic, but no standardized analysis of the large body of academic literature has been conducted. This study employs a systematic approach to explore the current state of knowledge through journal analysis of public relations evaluation and measurement research. A total of 324 journal articles, published from 1975 to 2015 in 1...
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#1Jim Macnamara (UTS: University of Technology, Sydney)H-Index: 16
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 imp...
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#1Bruce K. BergerH-Index: 14
#2Juan MengH-Index: 9
Section I: Shining a Light on Leadership in Public Relations 1. Making Sense of Leaders and Leadership in Public Relations 2. Review of the Leadership Literature 3. Research Design and Methods 4.Profile of Survey and Interview Participants Section II: Results and Implications of the Global Leadership Study 5. The Context for Leadership in Public Relations Ansgar Zerfass, Anne Linke, Ulrike Roettger 6. Strategies and Tactics Leaders Use to Manage Issues Bryan Reber 7. Dimensions of Leadership and...
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#1Guenter Bentele (Leipzig University)H-Index: 2
#2Howard Nothhaft (Lund University)H-Index: 11
Eine der wesentlichen Errungenschaften des Kommunikationsmanagements ist die in der Praxis von Unternehmen und Agenturen entwickelte Konzeptionslehre. Sie befasst sich mit der systematischen Entwicklung von PR- oder Kommunikationskonzepten. Dieser Beitrag skizziert die Grundelemente heutiger Konzeptionsmodelle, die als systematischer Problemlosungsprozess von der Situationsanalyse uber die Planung und arbeitsteilige Umsetzung bis zur Evaluation reichen. Daruber hinaus wird gezeigt, wie sich die ...
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#1Glenn O’Neil (LSE: London School of Economics and Political Science)H-Index: 1
Abstract The purpose of this paper is to understand how intergovernmental organizations and international non-governmental organizations have evaluated their communication activities and adhered to principles of evaluation methodology from 1995–2010 based on a systematic review of available evaluation reports ( N = 46) and guidelines ( N = 9). Most evaluations were compliant with principle 1 (defining communication objectives), principle 2 (combining evaluation methods), principle 4 (focusing on...
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