Between cluelessness and (dis)satisfaction

Purpose The study explores how top managers, middle managers and employees in large companies perceive corporate communications and the activities of communication departments in their organizations. This knowledge helps communication leaders to gain a realistic understanding of their playing field and to develop profiles that matter for their organization and internal clients. Design/methodology/approach An online survey with 1,147 respondents from different hierarchical levels in for-profit companies with more than 1,000 employees was conducted in Germany, the world’s third largest economy. Findings The study reveals major knowledge gaps regarding the objectives and activities of communication departments among respondents on all levels. However, higher-ranked managers have a better understanding, and those with a stronger proximity to the functional unit evaluate communications more positively. The majority of respondents indicate that communicators should make it clearer what their tasks are and who benefits from them. Research limitations/implications Insights are limited to large organizations in the business world. Results might differ for non-profit, governmental, or state-owned organizations and for smaller companies without a dedicated communication department. Practical implications The empirical study informs communication leaders about typical (mis-)perceptions of professional communication work among decision-makers and employees, challenging them to review the situation in their own organization. Originality/value This is the first comprehensive study that uses a multilevel approach to reveal internal perceptions of communication departments. It identifies gaps that demand more research, for example, on the reasons for different perceptions and on solutions such as strategies for positioning communication departments

Communications management · Corporate communication · Empirical research · Internal communications · Middle management · Organizational communication · Perception · Corporate Identity and Reputation · Marketing and Advertising Strategies · Public Relations and Crisis Communication

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