This paper investigates the current state of public relations profession in Italy. Based on an extensive survey of 190 Chief Communication Officers (CCO) of Italian top organizations, we conducted an inquiry into Italian CCOs’ profile and we analyzed the state of development of PR function. More precisely we aimed at evaluating both the degree of institutionalization of PR in Italian organizations and the strategic role played by Italian CCOs within the organizational hierarchy. Our findings reveal that PR has established itself as a key corporate function and Italian CCOs are getting more and more involved in strategic organizational processes.

Entrepreneurial orientation and Strategic Communication: an Empirical Investigation into Italian Public Relations, 2012-09.

Entrepreneurial orientation and Strategic Communication: an Empirical Investigation into Italian Public Relations

Invernizzi, Emanuele;Romenti, Stefania
2012-09

Abstract

This paper investigates the current state of public relations profession in Italy. Based on an extensive survey of 190 Chief Communication Officers (CCO) of Italian top organizations, we conducted an inquiry into Italian CCOs’ profile and we analyzed the state of development of PR function. More precisely we aimed at evaluating both the degree of institutionalization of PR in Italian organizations and the strategic role played by Italian CCOs within the organizational hierarchy. Our findings reveal that PR has established itself as a key corporate function and Italian CCOs are getting more and more involved in strategic organizational processes.
Strategic communication, Entrepreneurial Orientation Scale, national survey, Corporate Communication Officer, Public Relations professional
Entrepreneurial orientation and Strategic Communication: an Empirical Investigation into Italian Public Relations, 2012-09.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10808/6866
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • ???jsp.display-item.citation.isi??? ND
social impact