Duration: 01.11.2024 - 31.10.2025
Conductor: Prof. Dr. Helena Stehle, Prof. Dr. Ulrike Röttger
Assistance: Julia Lührmann, M.A.
Funding: Günter-Thiele-Stiftung für Kommunikation und Management
Keywords: Corporate communication, corporate advocacy, strategic communication, literature review, Q-sort study
The study explores the relevance of corporate communication on issues and events that are the subject of critical public debate, the underlying motives and motivations that drive such communication, and the extent to which such communication is strategically planned and implemented. The aim of the study is to analyze the perceptions and experiences of communication managers in Germany with regard to corporate advocacy and its strategic planning and implementation, and to draw conclusions for strategic communication. To this end, the study combines a systematic literature review with a Q-sort survey of communication managers in large and medium-sized companies in Germany.