Strengthening the role of communication departments: A framework for positioning communication departments at the top of and throughout organizations

Abstract

Purpose

Corporate communications is often less successful when it is competing for influence with neighboring functions such as marketing or sales within organizations. This article addresses the internal positioning of communication departments by developing a conceptual framework which helps to understand, analyze and optimize their standing in organizations.

Design/methodology/approach

The research is based on a literature review across several disciplines (e.g. organizational communication, strategic management) and supported by 26 qualitative in-depth interviews with board members, executives and communicators in a global industry company. By combining the theoretical and empirical insights, a framework for positioning communication departments within organizations was developed.

Findings

The framework depicts seven strategies (e.g. expectation and impression management, supporting ambassadors from other departments) and three spheres of influence (organizational integration, internal perceptions and social capital) to strengthen the position of corporate communications.

Research limitations/implications

The conceptual framework has been supported by one case study so far, and future research may further develop and verify it by applying it to a larger number of companies in different industries.

Practical implications

Practitioners can use the framework as an analytical tool to reflect the current situation in their organization and identify opportunities for strengthening it.

Originality/value

This article introduces a novel view in the academic debate about the role and influence of corporate communications. It establishes a framework that helps to identify different drivers and strategies, and lays ground for future research.

Citation

Brockhaus, J. and Zerfass, A. (2022), "Strengthening the role of communication departments: A framework for positioning communication departments at the top of and throughout organizations", Corporate Communications: An International Journal, Vol. 27 No. 1, pp. 53-70. https://doi.org/10.1108/CCIJ-02-2021-0021