Reflective communication management in organizations

PIET VERHOEVEN & ANSGAR ZERFASS Reflective communication management in organizations The practice of communication management and public relations in Europe has, according to theory, a reflective character. The key aspect of this reflective communication management is to view the organization from the perspective of the public sphere. Important aspects of reflective communication management are the extent to which communication recommendations are taken seriously by senior management, if and how communicative arguments and reputational considerations are factored into strategic decision making and planning in the organization, the involvement of communication professionals in corporate social responsibility, the use of research and equal positions for male and female practitioners. A secondary analysis of data from the European Communication Monitor 2008 and 2009, a cross national survey among European communication professionals, indicates that communication management in Europe indeed is developing in the direction of reflective communication management. Evidence is presented for the Netherlands and for different regions in Europe.