Corporate Communication in SMEs: Unveiling an Ignored Field of Practice

Abstract

Small- and medium-sized enterprises (SMEs) are seldom the focus of corporate communication research. However, they are the heart of the European economy and, as such, of utmost importance for communication science and practice. This chapter contributes to the body of knowledge by investigating how corporate communication is practised and by understanding how communication prevails in small and medium firms in Germany. The chapter starts with a clarification of current definitions of such organisations, which are very heterogeneous. Special features of SMEs – like the strong position of founder and their proximity to the company – have to be taken into account when analysing communication structures and activities. Empirical insights based on a survey of 572 respondents show that most SMEs understand corporate communication as dialogue and their governance structure for communication is oriented towards the top management. The most important communication instruments used by SMEs are websites, media relations, personal communication and events/trade fairs. Findings are presented and linked to an overarching perspective of strategic communication.

Citation

Zerfass, A. and Winkler, L. (2016), "Corporate Communication in SMEs: Unveiling an Ignored Field of Practice", The Management Game of Communication (Advances in Public Relations and Communication Management, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 265-286. https://doi.org/10.1108/S2398-391420160000001014