'It’s the People, Stupid!' - Why General Managers and Communication Professionals Often do not Understand Each Other - e.g. in Change Processes

Abstract

Whilst the importance of communication in successful corporate management, especially change processes, is constantly growing, the relationship between general managers and PR professionals remains largely unexplored. This article presents selected findings from an empirical study into the perceptions of “change” and “qualification” held by communications managers and managers in other fields.

Based on the results of this study and certain real-life examples, the paper shows the differences between the attitudes of general managers and communication managers regarding the role of communication in change processes. The authors then make three recommendations for these two professions as to how they could improve their interaction, and what impact this could have on change processes.

Keywords: Communication, Corporate, PR

JEL Classification: Z00