An Expanded View from the Corner Office: Further Discussions and Research on the Global Navigation of International Corporate Communications

Institute for Public Relations, Forthcoming.

32 Pages Posted: 16 Jul 2009 Last revised: 5 Jul 2010

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Stefan Porter

affiliation not provided to SSRN

Date Written: July 1, 2009


In 2006, one of the authors of this paper presented a paper entitled "A View beyond the Corner Office,' where it was discussed that International Corporate Communications was not as easy as to pinpoint and label as it might seem. This paper looks to use the same skeleton as the previous discursive essay but with indepth and concise further research on the subject, present new ideas and angles on a complex global issue. The authors have entered into open discussion and feedback loops with leading PR professionals across the globe, in order to present their discussion from as broad as possible a point of view.

The significance of international corporate communications is growing rapidly, and the complexity associated with it is increasing almost exponentially. But systematic understanding of international corporate communications (ICC), even in the corner offices of the PR industry's top management, is not well developed.

There is no comprehensive interlinking of PR knowledge with relevant expertise derived from other disciplines. Anyone who wants to position specific content through specific institutions by means of specific people in specific media in a specific country has one overriding need: specificity and expertise on all those levels.

This manuscript will illustrate the status quo in this area through current and detailed examples and propose a heuristic analytical grid, along with its interdisciplinary application using the example of Media Relations. Finally, it will conclude with a few basic considerations about the future of cross-border corporate communications and a resolution of the scenarios depicted in the introduction.

Winning paper IPR BledCom Special Prize 2009 for best new research on the cultural variable in public relations practice.

Keywords: international, corporate communications, media, PR, intercultural

Suggested Citation

Sievert, Holger and Porter, Stefan, An Expanded View from the Corner Office: Further Discussions and Research on the Global Navigation of International Corporate Communications (July 1, 2009). Institute for Public Relations, Forthcoming. , Available at SSRN:

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667


Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045


University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom


Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States


Stefan Porter

affiliation not provided to SSRN

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