The role of physical metaphors for decision-making in integrated corporate communication

IF 8 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Bottom Line Pub Date : 2018-01-16 DOI:10.1108/BL-09-2017-0030
Alfonso Siano, A. Vollero, Maddalena della Volpe, Maria Giovanna Confetto, Pantea Foroudi, M. Palazzo
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引用次数: 2

Abstract

Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels. Research limitations/implications The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses. Originality/value The paper shows that while scholars have concurred that ICC is crucial for different type of organizations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC.
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综合企业沟通中物理隐喻在决策中的作用
隐喻在信息管理中的作用已得到普遍承认,因为它们能够立即传达大量的信息和丰富性。由于决策的速度和准确性是至关重要的,在当前的传播和营销活动的数字化背景下,他们的作用越来越重要。因此,本研究的目的是分析物理隐喻作为制定顺序决策的工具,以实现有效的整合企业沟通(ICC)。设计/方法/方法本文借鉴了对企业沟通和利益相关者管理文献的批判性分析,作为实施企业沟通综合方法的基石。研究结果对交际文献中两个著名的身体隐喻(“轮子”和“雨伞”)进行了修正。有人认为,企业传播中的整合传播比营销传播更复杂,因为它涉及更多种类的要素来协调和协调。所提出的物理隐喻暗示了有效的顺序决策,因为它们允许在不同的决策级别之间进行明确区分。本文增加了关于国际刑事法院理论与实践之间联系的争论。从实践的角度来看,所提出的隐喻作为处理复杂信息和ICC问题的简单而具体的工具,可以帮助新手从业者和企业传播课程的学生。本文表明,虽然学者们一致认为国际商会对不同类型的组织至关重要,但物理隐喻的使用对国际商会基于现实的挑战是有益的。
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来源期刊
Bottom Line
Bottom Line INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
9.90
自引率
12.20%
发文量
7
期刊介绍: Because The Bottom Line: Managing Library Finances is written and edited by well respected figures from the librarian community - you can be assured the topics covered will be particularly relevant to you and your library.
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