Decision-Making Processes with High Environmental Impact and Communication Role: an Italian Case Study

Research aims. Communication continues to be an increasingly strategic component in the management of organizational processes (Zerfass et al., 2008). Communication professionals participate more and more within decision-making processes by providing a relevant contribution to the success of organizational initiatives. This trend is particularly valuable to those companies operating in sectors with a strong environmental impact. According to these remarks, this paper focuses on the pervasive role of communication with the aim to explore how practically communicators could intervene in high-impact strategic and operational processes Methodology. An interpretative approach based on case study analysis has been implemented. Case study is well suite to explore complex phenomena by using multiple data sources (Yin, 2011) and to investigate real management situations in details (Gibbert et al., 2008). The analysis focuses on Society, that in 2006 has started the development of a thermoelectric plant in the South of Italy. The case study analysis is based on semi-structured interviews and on the examination of organizational documents. Results. The Society case study is useful in describing the contribution of communication to environmental decision-making processes. Communication professionals went beyond the mere activity of informing stakeholders about organizational initiatives (enabling role). They stimulated the Society management to take decisions aligned with needs and expectations emerging from dialogue with the community and local authorities (constitutive role). Limitations. The limitations of the study are linked to the used methodology. Though case study analysis allows collecting and examining precise and detailed information, it prevents to generalize results. Practical implications. The study provides with practical insights usable by communication professionals who intend to implement effective initiatives with strong impact on local environment, by exploiting strategic potentialities of the constitutive role of communication. Originality. By integrating the most recent researches concerning with the strategic role of communication, this paper provides with a new communication approach to the management of decision making processes that could have critical consequences for local communities.