کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
138780 162473 2015 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Today’s and tomorrow’s challenges in public relations: Comparing the views of chief communication officers and next generation leaders
ترجمه فارسی عنوان
چالش های امروز و آینده در روابط عمومی: مقایسه دیدگاه های افسران ارتباطی ارشد و رهبران نسل بعدی
کلمات کلیدی
حرفه روابط عمومی؛ رهبری؛ مهارت ها؛ حرفه؛ مدل های نقش؛ موضوعات داغ
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی


• In-depth interviews with 40 current and emerging PR leaders identify cognitive patterns in the profession.
• Consistent conceptualization of PR and its value contribution is missing.
• Diverging views of leadership in different generations.
• Internal staff training and role models are key for leadership development.
• All age groups are concerned with new work routines and work-life-balance.

Most public relations research is focused on communication processes and the instruments, strategies and objectives in use. Less is known about the men and women who are and will be responsible for managing strategic communication in organizations today and tomorrow. Their understanding of strategic communication is crucial for the perception of the profession by different stakeholders and substantially influences the economic success and social acceptance of companies. This study takes a close look at leaders shaping the professional field now and in the future. Qualitative interviews with 20 chief communication officers and 20 future leaders (Generation Y) in the same companies were conducted. Comparing the views, experiences and expectations of the two age groups helps to identify cognitive patterns, routes of development in practice as well as new areas for research.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 41, Issue 4, November 2015, Pages 422–434
نویسندگان
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