The Two Sides of Change: How General Managers and PR Specialists Can Lead Companies Together Through Communication (Die zwei Seiten des Change: Wie General Manager und PR-Verantwortliche gemeinsam Unternehmen durch Kommunikation führen können)

Sievert, Holger; Westermann, Arne

The Two Sides of Change: How General Managers and PR Specialists Can Lead Companies Together Through Communication (Die zwei Seiten des Change: Wie General Manager und PR-Verantwortliche gemeinsam Unternehmen durch Kommunikation führen können)

STRATEGISCH KOMMUNIZIEREN UND FÜHREN. EINE AKTUELLE STUDIE ZU PROFIL UND QUALIFIZIERUNG FÜR EINE TRANSPARENTE UNTERNEHMENSKOMMUNIKATION, Langen, C., Sievert, H. & Bell, D., eds., pp. 102-110, Gütersloh: Verlag Bertelsmann Stiftung, 2006

9 Pages Posted: 23 Nov 2007 Last revised: 11 Aug 2009

See all articles by Holger Sievert

Holger Sievert

Macromedia University of Applied Sciences; Technical University Munich; University of Florida - College of Journalism & Communication; University of Cambridge

Arne Westermann

Westermann Kommunikation

Date Written: 2006

Abstract

Communication is more important than ever for firms during periods of change, but the relationship between PR specialists and general managers has not been extensively researched. This essay gives an overview of the research in this area and presents the results of a survey in which 265 communication managers and 235 heads of other disciplines were quizzed. The result is an analytical comparison of their attitudes to change and the linked theme of qualification.

Note: Downloadable document is in German.

Keywords: change, qualification, communication, PR

JEL Classification: M10, M30, M53

Suggested Citation: Suggested Citation

Sievert, Holger and Westermann, Arne, The Two Sides of Change: How General Managers and PR Specialists Can Lead Companies Together Through Communication (Die zwei Seiten des Change: Wie General Manager und PR-Verantwortliche gemeinsam Unternehmen durch Kommunikation führen können) (2006). STRATEGISCH KOMMUNIZIEREN UND FÜHREN. EINE AKTUELLE STUDIE ZU PROFIL UND QUALIFIZIERUNG FÜR EINE TRANSPARENTE UNTERNEHMENSKOMMUNIKATION, Langen, C., Sievert, H. & Bell, D., eds., pp. 102-110, Gütersloh: Verlag Bertelsmann Stiftung, 2006, Available at SSRN: https://ssrn.com/abstract=1031961