We still see many communication graduates with little business
knowledge and business graduates with little communication
knowledge. This schism leads communication scholars to assume that
better communication is an end in itself while management see it as
a means to an end - it must somehow contribute to the bottom line.
How can strategic communication and public relations support
corporations? What can communicators learn from management
disciplines? Moreover, how should universities and business schools
deal with the need to integrate research and education from
different disciplines to advance the field? This book addresses
these challenges and offers some answers. The contributions from
primarily European countries were selected from a large number of
peer-reviewed contributions for the 2015 congress of the European
Public Relations Education and Research Association hosted by BI
Norwegian Business School in Oslo. The chapters explore challenges
of linking both fields; discuss research focusing on communication,
leadership and organisational goals; and present findings from
current research in corporate communication.
General
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