Strategic communication continues to be strongly instrumental: results of a long-term study of pr practices in Austria

• Peter Dietrich ^[1] ; Christoph Hauser ^[1] ; Sascha Leiber ^[1] ; Mark Romanelli ^[2]
  1. [1] University of Applied Sciences Kufstein

     University of Applied Sciences Kufstein

     Kufstein, Austria

     
  2. [2] SCEM, FH Kufstein
• Localización: Fonseca, Journal of Communication, ISSN-e 2172-9077, Nº. 27, 2023, págs. 312-329
• Idioma: inglés
• Enlaces
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• Resumen

  • Over the last four decades, the PR industry tried hard to develop from an operational practice into a full strategic management function. Analyzing the submissions for the Austrian-PR-State-Award (1984-2020) shows no significant changes in the perception and treatment of PR problems in this period. A symbolicinterpretive mode is more often practiced than a dialogue-oriented management mode. The main focus is on gaining internal influence, and improving the actual performance is neglected. Hence, due to this imbalance, the possibility of professionalization efforts through a mutually reinforcing dynamic of increase between performance and influence cannot be fully exploited.