In the Twilight Zone Between Veracity and Lying: A Survey on the Perceived Legitimacy of Corporate Deception in Reaction to Ethical Dilemmas

In their effort to attain legitimacy, corporations are tempted to resolve ethical dilemmas that arise from conflicting stakeholder expectations by ambiguous and misleading communication. Such processes of organizational decoupling may in turn threaten corporate legitimacy. Therefore this article explores public acceptance of deceptive corporate practices that range between the poles of veracity and lying: They involve half-truths and concealment but no blatant lies and they neglect veracity only to conform to conflicting ethical values. The analysis builds on the assumption that specific types of corporate deception fulfill protective functions, such as privacy protection, self-defense, and social cohesion, and are therefore socially accepted. Results from an experimental online survey (n = 1,417) indicate that protective functions are ascribed to corporate deception, yet participants show only moderate levels of acceptance and advocacy on behalf of the corporation. Corporate deception is most likely to be perceived as legitimate when it serves privacy protection and when it involves altruistic intentions. These findings point out limits of organizational decoupling and emphasize the need for pluralistic ethics in strategic communication that provide a framework for the resolution of ethical dilemmas under consideration of situational conditions.     

The Work and ‘Architecture of Listening’: Addressing Gaps in Organization-Public Communication

Listening is extensively discussed in relation to interpersonal communication, in therapeutic contexts such as counselling and, to some extent, in the context of intra-organizational communication conducted as part of human resources management. However, listening is surprisingly and problematically overlooked in the large body of literature on organization-public communication including government, political, corporate, and marketing communication and related practices such as public relations. Based on critical analysis of relevant literature and primary research among 36 organizations in three countries, this analysis identifies a “crisis of listening” in organization-public communication and proposes strategies to address gaps in theory and practice including attention to the work of listening and the creation of an architecture of listening in organizations, which can offer significant stakeholder, societal, and organizational benefits.     

Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication

ABSTRACT

Strategic social media influencer communication has become a major topic in strategic communication. However, despite the growing relevance of this new strategic communication instrument, research has paid only limited attention to elaborating its basic concepts. In this article, we adopt a strategic communication perspective to develop a conceptual framework for strategic social media influencer communication. Particularly, we draw on research findings that identify the external resources social media influencers contribute to organization-influencer cooperation. We use these findings to systematically develop functional definitions of social media influencers and of strategic social media influencer communication. We define social media influencers as third-party actors who have established a significant number of relevant relationships with a specific quality to and influence on organizational stakeholders through content production, content distribution, interaction, and personal appearance on the social web. Subsequently, we define strategic social media communication as the purposeful use of communication by organizations or social media influencers in which social media influencers are addressed or perform activities with strategic significance to organizational goals. We then situate these definitions within the broader framework of strategic communication by discussing related concepts and by describing the strategic action field that has emerged around strategic social media influencer communication.     

Organizing and Disorganizing Strategic Communication: Discursive Institutional Change Dynamics in Two Communication Departments

This article explores the institutionalization of strategic communication as a dynamic interplay between macro- and mesolevel discourses. The change processes in the two cases of this study involved both a reorientation of the purpose of the communication function and a physical relocation of the professionals to a centralized department. In both organizations, the transformation toward a strategic management function failed and the communication professionals are now working in ways similar to those before the change was initiated. The analysis illustrates that the institutionalization of strategic communication is effected by organizational-level processes and mechanisms that are not always controlled by communication professionals. The institutionalization of strategic communication is bound by organizational discourses as well as by the actions of communication practitioners and general managers. The study also shows that macro- and mesolevel discourses influence the ways in which change initiatives are translated and strategic communication effected on an organizational level. Hence, institutionalization processes of strategic communication will comply with management trends but can change direction when these trends are challenged. Our results expose that new ideas or practices of strategic communication are translated discursively within organizations in processes of recontextualization, reinterpretation, and reframing. Consequently, new ideas and practices of strategic communication are adjusted to organizational discourses and organizational settings. The translation of a new idea or practice will therefore change the initial meaning of that same idea or practice. For that reason, institutionalization of strategic communication should not be reduced to a unidirectional process but conceptualized as a dynamic interplay between discourses on different levels that moves institutionalization in multiple directions.     

Trust and Brand Recovery Campaigns in Crisis: Findus Nordic and the Horsemeat Scandal

The aim of this study is to describe and analyze a transboundary crisis, focusing on crisis communication from the perspective of an involved major corporation. More concretely, the intent is to increase understanding of how Findus Nordic in Sweden managed the crisis communication response and repair of its trust and corporate brand during and after the horsemeat scandal in 2013. The case study is based on a theoretical framework that consists of three theories or concepts: transboundary crisis, image repair strategy, and rhetorical arena. Findus Nordic followed its corporate values and applied a consistent image repair strategy: denial and blame shifting towards the supplier Comigel in an extremely multivocal arena. This strategy was supplemented with responsibility evasion. Towards the end of the public crisis, Findus Nordic used the crisis as an opportunity to recover their position and started a campaign that had a positive impact on trust and the corporate brand. The launch of the campaign was very fast and might have been dangerous. However, according to the analysis, the success of the campaign may be explained as a consequence of its sensemaking and auto-communicative approach.     

Rhetorically Constructing an Identity at Multiple Levels: A Case Study of Social Entrepreneurship Umbrella Organizations

To gain support for their programs, mission, and aims, organizations engage in identity work to establish and communicate who and what an organization is. We argue that identity work is a core strategic communication effort, and furthermore that rhetoric is central to the process. To better understand such identity work, we engage in a case study of an emerging organizational form, social entrepreneurship (SE), by analyzing the identity rhetoric of three large SE umbrella organizations (Ashoka, The Skoll Foundation, Echoing Green). We find that SE identity work is constructed at both the organizational level and at the level of SE as a whole field or sector. Our contributions highlight the tensions brought about in communicatively constructing identity at multiple levels, and the need for further strategic communication scholarship that critiques identity work as arguments for a vision for social change agendas.     

The Role of Social Capital for Organizational Identification: Implications for Strategic Communication

Scholars in the fields of organization and strategic communication have long been interested in organizational identification as a phenomenon favoring employees’ alignment with corporate values and consequently achievement of the organizational mission. To date, most studies on the subject have relied on social identity theory, which focuses on cognitive categorization processes but overlooks the role of employees’ relationships within their organization. In this research, we introduce a social capital perspective into organizational identification models. We propose and test a model looking at the influence of an individual’s social capital, a variable deriving from different dimensions of an individual’s communication network (i.e., prestige, resourceful others, friendship), on organizational identification, mediated by the attractiveness of perceived organizational identity. The results from a survey conducted in a business organization suggest that a person’s social capital influences organizational identification, both directly and through the attractiveness of perceived organizational identity. Our organizational identification model contributes to extend knowledge on the complementarity of the cognitive and relational perspectives of strategic communication and on the role of relationship building and networks in strategic communication management.     

Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements

ABSTRACT

Social media influencers (SMIs) are increasingly employed by organizations to amplify their strategic communication efforts. Yet, little is known about the impact an SMI’s personal indiscretion has on their endorsing organizations. This article examines the factors that trigger these crises and their effects on the organizational image. Five cases – PewDiePie (U.S.), Munroe Bergdorf (UK), James Charles (U.S.), Grace Mongey (Ireland) and Sarah Bowmar (U.S.) – were analyzed using Rapid Issue Tracking, a method to capture stakeholders’ sentiments. Findings showed that SMIs’ personal indiscretions trigger paracrises. Organizations typically used distancing strategies but adopted image repair situationally. Anchored on image repair theory, we propose a framework for crisis identification and response strategies. With the increasing use of SMIs in marketing, their potential as a new type of crisis trigger warrants attention.     

Die Anforderungen an die interne Unternehmenskommunikation in neuen Organisationskonzepten

This article mainly concentrates on two questions: 1. What functions does an internal corporate communication perform in a learning organization, and in relation to knowledge management? 2. Under which conditions or circumstances can internal corporate communication fulfill these functions? In the concepts of organizational learning and knowledge management, internal communication gains an important productive function in generating, processing and saving knowledge. Instruments and tools such as face-to-face communication, internal magazines, information boards and the use of an intranet are discussed. As far as the generation, production and saving of knowledge are concerned, the instrument of face-to-face communication and the intranet are gaining special importance. In order to cope with these functional challenges, the internal corporate communication has to institutionalize selective incentives and motivating factors. For generating and saving knowledge, the actors’ reception of these media of communication seems of great importance also: Only a unified «community of practice» is able to transform information into knowledge.     

The Importance of “Consumer Type” in the Attribution of Crisis Responsibility: The Case of the Maggi Noodles Crisis in India

This study investigates a corporate crisis from the perspective of a consumer. Using in-depth interviews, it investigates the perceptions of mothers about the Maggi noodles lead crisis in India. The findings reveal three types of customers—the devotees, doubters and dropouts—who had different perceptions about the crisis and attributed different levels of responsibility to the corporation based on their attitude and affect toward the brand, attitude toward the corporation, attitude toward the regulatory institution, and levels of nationalism. The study recommends that corporate response strategies during a crisis should focus on the “customer type” and not just the “crisis type” in order to be effective. The theoretical implication and managerial implications for crisis and strategic communication are discussed.     

Legitimität in der Medienpolitik

This study develops a theoretical perspective on legitimacy in media policy that can be used to study debates taking place in the media. This perspective assumes that contentions about legitimacy are inscribed in media policy debates; in debates about which media content, business models and forms of media usage are legitimate. The aim of this perspective is to stimulate research questions and guide research. It contributes to understand why some regulation is successful and another is not. This article first discusses the state of research in communication studies. According to it, legitimacy can influence decisions in media policy. Legitimacy is a precondition for the effectiveness of regulation and regulatory procedures and for the stability of the media order. The media may operate as self-interested actors and deprive regulatory attempts of legitimacy. Most studies use a normative concept of legitimacy.Based on new institutionalism and the theory of structuration by Anthony Giddens, in the first step, an analytical (not normatively determined) and dynamic concept of legitimacy is developed. Legitimacy is with Suchman understood as a “generalized perception or assumption that the actions of an entity are desirable, proper, or appropriate within some socially constructed system of norms, values, beliefs, and definitions”. Drawing on both strategic and institutional approaches, legitimacy is conceptualized both as strategic reference to and as effect of normative structures. Media policy actors try to strategically employ legitimacy in order to assert or defy collectively binding rules. They cannot do this, however, without referring to expectation structures (normative structures) that at the same time constrain and enable them. Because legitimacy has these two sides, is part of action and structures, it can be defined as institution.New institutionalism differentiates between attributing, depriving of, repairing and maintaining legitimacy. The structuration theory is used to define these processes as a recursive interaction of actors and structures that takes place in public debates (structuration of legitimacy). The structuration theory provides a framework that integrates the strategic aspect of legitimacy related action and the institutional aspect of legitimacy. Furthermore, it includes the distribution of resources, political capabilities and authority in media policy and allows studying the influence of these factors on gaining, depriving of and repairing legitimacy. The following sections elaborate this framework and for this purpose, use the terms legitimacy episodes, structuration of legitimacy, grammar of legitimation, media communication.Due to legitimacy episodes, legitimacy becomes an issue in media policy. Arguing with Giddens, episodes are processes of social change that reorganize institutions. They occur with transgressions. Transgressions related to the media system can be expected when new media proliferate because new forms of media production, distribution and media usage develop, new actors enter media markets and public communication changes. Old issues of media regulations are raised from new perspectives, new regulatory problems emerge. Emerging debates and conflicts also concern legitimacy: the threats of certain new services, the acceptability of new business practices or the lawfulness of certain user behaviour.The structuration of legitimacy encompasses attributing, depriving of, repairing of and maintaining legitimacy and can be studied through the “grammar of legitimation”, resource distribution and the rules of the media. The abovementioned processes related to legitimacy take place in recursive interactions of actors and structures: within communication, sanction and power. These forms of interaction are closely related to each other. Language is a regulative force and reflects structures of domination. Three propositions can be derived from Giddens regarding the structuration of legitimacy: First, media policy conflicts can be understood through debates. Second, these debates are not only about exchanging arguments but about validity and influence. Third, public debates influence collectively binding decision-making processes because they construct legitimate definitions of an actor, a procedure, of existing rules or of other problems and discursively restrict available options. The structuration of legitimacy can be analysed by studying the grammar of legitimation, the resource distribution among actors and media related rules. The grammar of legitimation, resource distribution and media related rules are both enabling and constraining actors. The grammar of legitimation demands actors to include an interpretation of the legitimation object, a norm, an evaluation and arguments in their statements. It furthermore, demands actors to consider the structure of expectation and signification: prevailing norms, values, and patterns of interpretation. Resource distribution, more specifically the extent to which actors can invest allocative and authoritative resources structures debates about legitimacy. Legitimacy claims can be raised most effectively via mass media. The mass media are self-interested actors in media policy debates. They provide therefore not only a forum for but are actors in legitimacy debates. The rules of the media that affect legitimacy debates and their outcome are threefold: selection, interpretation and depiction of a media policy debate, the media’s own interests, and to what extent leading media cover a media policy issue. The present perspective allows identifying episodes of legitimacy, studying the structure of legitimacy statements, investigating the reasons of successful legitimacy strategies and media organizations’ self-interests.     

Self-censorship on Internal Social Media: A Case Study of Coworker Communication Behavior in a Danish Bank

Internal social media (ISM) or social intranets provide organizations with a communication arena in which coworkers can actively contribute to organizational communication. Coworkers are, however, far from impulsive and spontaneous when they communicate on ISM. A case study in a Danish bank found that coworkers considered carefully the consequences of their posts or comments before publishing them. These coworkers perceived four different risks associated with ISM communication, and they used seven self-censorship strategies to ensure that both the content and the formulation of their communication were relevant and appropriate. Coworkers not only censor themselves by withdrawing, as previous studies have suggested, but they also postpone publishing content, phrase or frame content differently, imagine responses from organizational members, ask others for a second opinion, choose another channel, or write only positive comments. Through these seven self-censorship strategies, coworkers retain the quality of communication on ISM and prevent conflict or relational damage. Future research should explore the self-regulation strategies underlying self-censorship in order to improve understanding of the circumstances that increase the likelihood of responsible use of ISM. The potential dark side of self-censorship also requires exploration: when can self-censorship threaten coworkers’ freedom of expression, and develop into organizational silence?     

Ko-Evolution von Public Relations und Journalismus: Ein erster Beitrag zu ihrer systematischen Aufarbeitung

There are many research findings and some theoretical models in regard of the interaction between journalism and public relations (PR). But hardly any research has so far looked at this relationship from an historical perspective, an endeavor also called the ‘co-evolution’ of PR and journalism. The aim of this article is to make a first step into the analysis of this co-evolution with a focus on the emergence of PR and based on literature about the history of PR. The analysis shows that the rise of PR in the second half of the 19th century was a reaction to the development of journalism, which had become increasingly polemic. Thus for many social protagonists and organizations the barriers to enter the public arena were raised. At the same time the importance of the mass media and furthermore the pressure on social protagonists and organizations to legitimize their interests in a changing society were growing. These results support a theoretical concept that describes the development of mass communication as processes of rationalization of societal communication, which can be linked with theories of social systems.     

A Review of New Evaluation Models for Strategic Communication: Progress and Gaps

After 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, which examined a number of recently developed evaluation frameworks and models and accompanying implementation guidelines, identifies several new concepts and dimensions in evaluation, along with some remaining gaps for further research. Based on content analysis of evaluation literature, interviews, and ethnography, this article reports four key findings of recent research and explains how these can contribute to theory-building and practice to transform the planning, implementation, and evaluation of public relations and corporate, government, organizational and marketing communication.     

Dynamic Interplay of Visual and Textual Identification Strategies in Employees’ Magazines

This article explores how an organization’s identity is strategically communicated through texts and images in the employees’ magazines of a global Danish company with a worldwide readership of over 18,000 employees. Drawing on an interdisciplinary methodological framework related to organizational identification theory and social semiotics, it proposes a multimodal analysis model through which several identification strategies are explored at the level of each semiotic mode and at the level of their interplay. The article explains how identity is strategically communicated in accordance with the potential and constraints of texts and images. It claims that by exploring how these semiotic modes reinforce, complement or subvert each other, the identification strategies can be more thoroughly addressed. Shedding light on how the multimodal interplay contributes to communicate identity, this model can also be employed by communicators in order to nuance and improve their strategic communicative practice. By examining the semiotic modes’ complex interconnectivity and functional differentiation in the strategic communication of identity, this article expands the existing research work as the usual textual focus is extended to a multimodal one.     

In the Wake of New Media: Connecting the Who with the How of Strategizing Communication

In this article we argue that although there has been an intensified exploration of how organizations strategize within the field of strategic communication, there seems to be a key component missing, namely questioning who these organizations are and become in the process of strategizing. Strategic communication implicitly, perhaps even unintentionally, continues to rely on a classical understanding of organizations as “social units (or human groupings) deliberately constructed and reconstructed to seek specific goals” (Etzioni, 1964, p. 3). Assuming rather than exploring who the organization is, we argue, hinders a full explanation of how strategic communication works. Aiming to tackle this issue, we first present three ways in which the classical understanding of organizations is being theoretically challenged by organization studies and empirically challenged by new media, arguing that organizations are networked, sociomaterial, and contingent processes of meaning formation. Then we examine how the reconceptualization of the organization influences the concept of strategic communication, advocating that strategies should be seen as collaborative and networked flows (the how) of shared decision making by both human and nonhuman actors (the who). Finally, we discuss how this affects the notion of strategic action, and hence, strategic communication, asking what strategic action is and who performs it.     

Liegt die Zukunft der Kommunikationswissenschaft in der Vergangenheit? Ein Plädoyer für Kontinuität statt Veränderung bei der Analyse von Digitalisierung

At present, social changes are summarized under the term digitalization. At first glance, this requires the development of new concepts, theories, and methods. This article takes a critical look at this assumption. Perceived changes can be understood as an opportunity to work out the constants of human communication. To clarify this argument, in the first part of the article we compare two perspectives: digitalization as changes in reality versus digitalization as a changed view of reality.Digitization is the conversion of continuous signals into discrete signals. While this technical process is more or less irrelevant for communication science, the related social process is of particular concern. However, to a large extent, what constitutes the social side of digitization is unclear. So far, digitalization can probably best be understood as a form of mediatization. Since mediatization is regarded as a social metaprocess, the concept of digitalization lacks empirical substance and the definition of the term remains vague.Due to the lack of meaning, we view digitalization as a change in the way we observe things. From this perspective, we explain the popularity of the concept of digitalization with the help of organizational theories. Following neo-institutionalist arguments, the digitalization discourse can be understood as an identity-forming communication flow. This is reflected in the positioning of the players in the texts that preceded this article. Representatives of standardized social research and interpretative social research present their conceptions of the discipline. Moreover, digitalization can be seen as a rationalized myth. Such myths reflect the expectations of the environment; they are adopted without considering their efficiency. The discipline adopts the attribute, digital, because it has a high positive connotation in the environment of communication science. Ultimately, digitalization appears to be a kind of heuristic for structuring the field with political implications, but not as a theoretically valid research category.Assuming that digitalization is a rationalized myth, consequences can be drawn for the development of theory and methods. We prove the benefit of this changed perspective by discussing the constitutive concepts of communication science. On the theoretical side, many studies have investigated on the topic of public communication. One topos of this research is the blurring of boundaries, e.?g. between public and private or public and interpersonal communication. Instead of highlighting the changes, we seek to determine what remains constant. Traditionally, the public has been associated with mass media and social outcomes. Upon closer inspection and when considering basic communication models, this connection has always been problematic. The blur is caused by definitions of the term and not by changes in the social world. To solve this problem, we propose a redefinition of publicness at the level of interpersonal communication.Methodologically, many approaches have been developed over the past years. For example, webometrics, digital methods and computational methods are promising fields of innovation. However, it is completely unclear how these methods relate to classical methods, such as surveys, content analyses, or observations. If web mining is about tracking user behaviors (digital traces) that were not created for scientific research (process-generated data), it can be seen as a kind of observation. For example, log file analysis is characterized as an observation method in classical methodological textbooks. But the same criterion also applies to websites. Websites are artifacts of human behavior that, for the most part, are not produced for scientific purposes. However, their analysis is usually seen as content analysis, not as observation.This comparison of methods demonstrates that even the distinction between classical methods is unclear. To solve this problem, we propose to better differentiate the different levels involved in the research process. Data collection can be understood as the transfer of empirical facts into data by observation. Data preparation would then be the transformation of data into datasets. Content analysis is a type of data preparation technique. Data analysis transforms data sets into substantial statements about the world. For example, statistics are used for this purpose. New methods can be better located in these known categories. Webometrics, digital methods and computational methods are examples of the automation of the research pipeline components, e.?g. as automated data collection or automated data preparation.We conclude that focusing on continuity offers an opportunity to improve proven concepts and methods instead of replacing them with vague terms. Therefore, we plead for observing continuity in the context of change and not using digitalization and its inherent metaphor of transformation as a lens for analyzing social change.     

Zwischen theoretischer Begründung und praktischer Anwendung: Medienethik auf dem Weg zur kommunikationswissenschaftlichen Teildisziplin

This article serves as an introduction to the tow following articles on media ethics by Thomas Hausmanninger and Horst Pöttker, which grew out of presentations at the most recent annual meeting of the communication and media ethics section of the DGPuK and the »Netzwerk Medienethik«. It sketches the problem of institutionally establishing media ethics as a form of applied ethics in university teaching. It further argues that steps must also be taken on the level of media organizations to create the preconditions for responsible behavior in the media: Ethical values specific to the profession must be internalized by individuals as norms that guide action, and anchored as guiding principles in media organizations. In addition to this orientational function of applied ethics, media ethics also has a reflective function. This encompasses the moral philosophical task of reflecting on media actions and the media system from an ethical perspective and of justifying norms and values in media ethics. It would be highly beneficial if media ethics gained greater recognition and became more strongly institutionalized within the university as a subdiscipline of communication studies.     

The Co-Presence of Clarity and Ambiguity in Strategic Corporate Communication – An Exploratory Study

The purpose of this article is to examine the co-presence of clarity and ambiguity in the formulation, interpretation and implementation of corporate communication strategies. Following a growing scholarly interest in how ambiguity can be seen as a productive strategic resource in strategy work, this article focuses on the interdependency of clarity and ambiguity in corporate communication strategies. Through an exploratory study, using interpretive discourse analysis of interviews with employees at a corporate communication department, the present article analyses how the employees perceived the writing, reading, and enactment of their organisation’s new corporate communication strategy. The analysis reveals that the employees sometimes use shared understandings to produce ambiguity in relation to engagement and responsibility, and how they use ambiguity to create a shared understanding of objectives and practices. Though this co-presence might cause the members to feel a lack of ownership, it does not impede the department’s ability to execute strategy-work.