عنوان انگلیسی مقاله:

Business Knowledge as a Limited Success Factor for Communication Managers: Results of a Survey in the German-Speaking Context

ترجمه عنوان مقاله: دانش کسب و کار به عنوان عامل محدود موفقیت برای مدیران ارتباطات: نتایج یک نظرسنجی در زمینه های آلمانی زبان

رشته: مدیریت بازرگانی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 15 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

This chapter discusses the relevance of business knowledge and management education for the success of communication managers. Invitations into senior management circles or an enhanced cross-department employability are, amongst other factors, valued as indicators of success. From a sample of 751 answers of participants from German-speaking countries we find that business knowledge has not grown in importance during the last decade. To the contrary, the craftsmanship in communication matters has increased in value. Communication executives seem to profit from additional business education on a personal level, but this is no secure path to a better career.

Keywords:  Communication management, business knowledge, professionalization, PR competencies

مقدمه مقاله

From the early days of PR practice in modern society, PR professionals have often restricted their specific contribution to the communicator’s role; they saw themselves as experts in storytelling, in ‘packaging’ the corporate mission or politics, rather than rooting their own activities deep in the heart of strategy definition and strategy development. This was partly due to the fact that many senior PR professionals had a background in journalism rather than business administration or management. Over time, however, alongside the emergence of the widespread claim to be communication executives who wish to be part of corporate top level management, the role of the communication professionals has expanded: from communication expert to “business advisor” and “business counsellor” or “business partner” (Ragas & Culp, 2014, pp. xxi, xxii).

So far, however, the claim that communication professionals are more accepted as managers and play a more managerial role in organizationsand organizational decision-making is backed up neither by a more business-oriented education of communication managers (GBOK, 2015) nor by the self perception of the major PR associations (e.g., the American PRSA). On the other hand, a number of executive training courses and MBA programs tailored to the needs of communication managers have been established quite successfully in recent years.

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