Olaf Hoffjann

Biographic Data

ID	4908168
NAME	Olaf Hoffjann
GIVEN NAMES	Olaf
FAMILY NAME	Hoffjann
SIGNATURE	HOFFJANN O
AFFILIATIONS	University of Bamberg
ORCID	0000-0002-4049-4581
VERIFIED	Yes
TOTAL WORKS	38
TOTAL CITATIONS	4
AUTHOR COUNT	32
EDITOR COUNT	6
FIRST PUBLICATION YEAR	2000
LATEST PUBLICATION YEAR	2026
H-INDEX	1

“Either be silent, or say something better than silence.” From strategic silence to the concept of strategic non-talking
Olaf HoffjannARTICLECorporate Communications: An…2026
Purpose When organizations find their strategic communication efforts unsuccessful, two options seem to dominate: more communication or different communication. This paper challenges these widely accepted assumptions. It contends that the most fundamental alternative to strategic communication is neither to communicate more, nor differently, but rather to abstain from communication altogether. Design/methodology/approach This conceptual paper dev…
The three worlds of strategic communication. The dimensions of performance, legitimacy, and emotional appeal—and their potential for strategic communication research
Open AccessOlaf HoffjannARTICLEFrontiers in Communication2026
Introduction In strategic communication research, it is widely recognized that attitudes and ultimately decisions are influenced by a variety of content-related factors. Specialist disciplines such as public relations, cause-related marketing and emotional branding have emerged in communication practice to deal with individual aspects. However, as specialists are only interested in their own area, this paper argues for an integrating perspective.…
Schlüsselwerke für die Strategische Kommunikationsforschung
Open AccessOlaf Hoffjann, Swaran SandhuBOOKSchlüsselwerke für die…2024
“Tear down this wall”. A theory of strategic communication that integrates both communication and organizational theory
Open AccessOlaf HoffjannARTICLEJournal of Communication Management2024
Purpose The term strategic communication has become firmly established in recent years. The emergence of the term was associated with the hope of finding a more fitting description for overlapping communication processes, since existing approaches can hardly fulfill these expectations. To date, the research has been dominated by communication-focused and, in particular, organization-focused approaches that show little interest in the alternative …
They are always ambiguous when they don't know how it will turn out.” Dissemination, Practices, and Ethical Assessment of Strategic Ambiguity
Open AccessIna von der Wense, Olaf HoffjannARTICLEJournal of Communication Inquiry2023References: 42
Strategic ambiguity increases an organization's scope for action. Ambiguous statements are, among other things, easier to deny; they also facilitate change. Strategic ambiguity has long been a theoretically well-established practice in organizational communication research. To date, the substantial number of theoretical and conceptual contributions has been contrasted by relatively few empirical studies of strategic ambiguity. This is the startin…
Die Flucht in die Ambiguität: Strategische Kommunikation zwischen Ein- und Mehrdeutigkeiten
Open AccessOlaf HoffjannBOOKDie Flucht in die Ambiguität2022Cited by: 1
Auf dem Weg in die postfaktische Politik
Open AccessOlaf Hoffjann, Lucas SeeberARTICLEMedien & Kommunikationswissenschaft2021
Die Erfolge von Politikern wie Donald Trump und Boris Johnson sowie von Parteien wie der AfD haben dazu geführt, dass mit Begriffen wie Desinformation, dem so genannten Bullshit oder Post-Truth Politics bzw. postfaktischer Politik bewusste Verstöße gegen die Wahrheitsnorm bzw. eine wachsende Irrelevanz von Wahrheit in der strategischen politischen Kommunikation intensiv diskutiert werden. Im Mittelpunkt dieses Beitrags steht die erweiterte Perspe…
Stigmatisierte Pressesprecher und Werberinnen
Open AccessOlaf HoffjannARTICLEMedien & Kommunikationswissenschaft2021
Gegenüber strategischen Kommunikatoren im Allgemeinen sowie gegenüber Pressesprecherinnen und Werbern im Konkreten werden seit jeher vielfältige Vorbehalte geäußert: Sie täuschen, langweilen und seien überflüssig. In der Forschung wurden die Vorbehalte bislang allenfalls als singuläres und peripheres Problem begriffen. Dadurch aber geraten sowohl die sozialen Prozesse hinter den Diffamierungen als auch die Praktiken von Pressesprecherinnen und We…
The Innovation Function of Hybridization in Public Relations
Open AccessOlaf HoffjannARTICLEMedia and Communication2021
From content marketing and corporate publishing to storytelling and brand PR—the literature contains many examples of hybrid structures in strategic communication in general and more specifically in public relations (PR). The question that arises is which problem these hybrid structures solve. This article focuses on a systems theoretical basis on the function of these hybrid structures. Hybridization is understood as a process by which a social …
Ready for the unexpected: Theoretical framework and empirical findings on communication consulting
Open AccessOlaf Hoffjann, Karina Hoffstedde et al.ARTICLEJournal of Communication Management2020
Purpose Although the market for communication consultancies has been booming worldwide for many years now, there are still only a handful of theoretical concepts and empirical findings pertaining to communication consulting. This is the fundamental starting point for this paper, which sets out to answer the following research questions: What is the function of communication consulting? What are the differences between consultants' expectations of…
Good journalist, bad blogger? A study on the labeling of paid content in blogs and journalism
Olaf Hoffjann, Oliver HaidukiewiczARTICLECommunications2020References: 11
This study examines whether journalists and bloggers label paid content. In Germany, as in many other countries, advertorials have to be designated as advertising to enable the target audience to identify the promotional character of the content. This applies both to the traditional mass media and to blogs, for which advertorials provide a key source of income. To date, there have been no empirical findings on the designation practice based on a …
The Politician as a Player: Political Strategic Communication as a Play
Open AccessOlaf HoffjannARTICLEJournal of Communication Inquiry2020Cited by: 2References: 17
Approaches to post-truth society describe a shift in societies towards non-binding communication. There are at least two problem inherent to these approaches. On the one hand, there is no plausible explanation as to why a shift from a truth-based to a post-truth society is now apparent. On the other hand, the blanket assumption that the truth is completely unimportant today is not plausible either. This is the starting point for this article. We …
Allmächtige PR, ohnmächtige PR: Die doppelte Vertrauenskrise der PR
Open AccessOlaf Hoffjann, René SeidenglanzBOOKAllmächtige PR, ohnmächtige PR2018
Kommunikationsberatung: Beratungsqualität zwischen Agentur und Kunde sicherstellen und optimieren
Open AccessOlaf HoffjannBOOKKommunikationsberatung2018Cited by: 1
Allmächtige PR, ohnmächtige PR: Die doppelte Vertrauenskrise der PR
Olaf Hoffjann, René SeidenglanzBOOKAllmächtige PR, ohnmächtige PR2017
Strategische Onlinekommunikation: Theoretische Konzepte und empirische Befunde
Open AccessOlaf Hoffjann, Thomas PleilBOOKStrategische Onlinekommunikation2015
Die nächste Öffentlichkeit: Theorieentwurf und Szenarien
Hans-Jürgen Arlt, Olaf HoffjannBOOKDie Nächste Öffentlichkeit2015
Die Nächste Öffentlichkeit: Theorieentwurf und Szenarien
Hans-Jürgen Arlt, Olaf HoffjannBOOKDie Nächste Öffentlichkeit2015
Strategische Onlinekommunikation: Theoretische Konzepte und empirische Befunde
Olaf Hoffjann, Thomas PleilBOOKStrategische Onlinekommunikation2014
Presse- und Medienarbeit in der Unternehmenskommunikation
Open AccessOlaf HoffjannCHAPTERHandbuch Unternehmenskommunikation2014
UnVergessene Diskurse
Open AccessOlaf Hoffjann, Simone Huck-SandhuBOOKUnVergessene Diskurse2013
Verbandskommunikation und Kommunikationsmanagement: Eine Systemtheoretische Perspektive
Olaf HoffjannBOOKVerbandskommunikation und…2013
Verbandskommunikation und Kommunikationsmanagement: Eine systemtheoretische Perspektive
Olaf HoffjannBOOKVerbandskommunikation und…2013
Unvergessene Diskurse
Olaf HoffjannBOOKUnvergessene Diskurse2013
Journalismus und Public Relations: Ein Theorieentwurf der Intersystembeziehungen in Sozialen Konflikten
Olaf HoffjannBOOKJournalismus und Public Relations2013