International and Comparative Research in Organizational Communication and Public Relations

Transcription

1 International and Comparative Research in Organizational Communication and Public Relations Joint Annual Conference of the Public Relations and Organizational Communication Divisions of the German Communication Association (DGPuK) & The Swiss Association of Communication and Media Research (SACM) 3 rd 5 th November 2011 University of Fribourg (CH) Department of Mass Media and Communication Research Boulevard de Pérolles Fribourg

2 Imprint: University of Fribourg Department of Mass Media and Communication Research Chair of Organizational Communication/Public Relations and Media Economics Boulevard de Pérolles 90 CH 1700 Fribourg II

3 Contents A Word of Welcome... 1 About the Conference... 2 Pre-Conference: Doctoral Workshop... 3 Program: Annual Conference... 5 Hosts... 9 Conference Venue Contacts III

4 A Word of Welcome Dear Colleagues, It is with great pleasure that I welcome you to the charming medieval town of Fribourg, situated directly on the cultural and language boundary between the French and Germanspeaking parts of Switzerland. This place, famous in particular for its successful negotiation of great cultural diversity, seems to be a most suitable location for this year s conference, titled International and Comparative Research in Organizational Communication and Public Relations. One can t help but think of Fribourg s numerous bridges connecting both sides of the Sarine River as being quasi-symbolic for the successful conduct of adjoining cultures. Considering this setting, it is not surprising that the University of Fribourg is renowned for its openness and interculturality, where different nationalities are brought together, debating in classes in French, German and English. Here in Fribourg, tradition and innovation go hand in hand. It is a great honor to be celebrating the 20th anniversary of the annual conference of the DGPuK research division in this city that is living up the differences. This year, we have the privilege of welcoming some of the major pioneers of the German-speaking organizational communication and public relations research, Barbara Baerns, Manfred Rühl and Ulrich Saxer. We are looking forward to engaging with them in discussions on the old and the new, on the history and the future of our field. We also have the honor of welcoming three international keynote-speakers to the conference for the first time. Arlette Bouzon from Toulouse, Danny Moss from Chester and Dejan Verčič from Ljubljana will each introduce and highlight aspects of this year s topic from different perspectives. I would 1 also like to acknowledge that, notably, this conference composes the first bridge between the DGPuK and the SACM. And finally, by offering a doctoral pre-conference, we are able to provide a forum for discussion to the young academics of our field for the second time now. Finally I would like to express my special thanks to all those who have made this conference possible, especially my wonderful, always supportive team. I wish all of us a highly diverse and inspiring conference with many opportunities for professional and personal engagement. Prof. Dr. Diana Ingenhoff President of the Department of Mass Media and Communication Research University of Fribourg, Switzerland

5 About the Conference Public relations and organizational communication are practiced around the world in different forms, but until now research has focused mainly on the German and Anglo- American perspective. However, because of globalization, multinational organizations are facing increasingly diverse stakeholders from different cultural backgrounds and with different societal conditions and expectations. Comparative international research in PR often lags behind the newest scientific findings, especially regarding cultural studies. In addition, there is a lack of cross-national, international comparative research due to difficulties in operationalizing key categories or overcoming linguistically different research methods. The target of international comparative research in public relations is to identify more or less universal issues and challenges which are present in various cultural organizational contexts. A further aim is to create generic variables that are very widely applicable and can claim universal validity. The focus is therefore on international companies and their structures and processes, where the question of diversity of culture and its consequences is central to PR practices. Organizational communication and PR interlink the organization to its environment and their different conditions, which relate to political, legal, economic, technological, socio-cultural, addressee-related and mediarelated factors. However, the environmental variables which are considered important for structuring international relations and organizational communication have been poorly researched so far. With regards to international public relations and organizational communication and comparative research, closing gaps and working towards a basic theory for these areas should be the objective. For this reason, the annual conference 2011 will imply different perspectives on these topics. The various panels will focus on definition and systematization of international public relations and organizational communication and comparative research, traditional PR models and theories of medium-to-wide range, environmental and cultural factors, the impact of internationalization on organizational communication and systematization of the research field organizational communication and PR research. 2

6 Pre-Conference: Doctoral Workshop Workshop for PhD students in public relations and organizational communication Wednesday, November the 2 nd 2011 From 20.00h on Get-together at Café de l'ancienne Gare Thursday, November the 3 rd h Room A303 Workshop opening OLAF HOFFJANN, Ostfalia University of Applied Sciences, Salzgitter & JOCHEN HOFFMANN, RMIT University Vietnam University of Fribourg/Pérolles 2, Boulevard de Pérolles 90, 1700 Fribourg 9.30h 10.50h Room A303 Panel h 10.50h Room A403 Panel h 12.30h Room A303 Panel h 12.30h Room A403 Panel 4 Offen oder geschlossen? Eine empirische Analyse der externen Kommunikation von Unternehmen im WWW STEPHANIE KIENZLER, University of Zurich Die Kritiker im Social Web. Eine Analyse zur Motivation von Internetnutzern, negativen Content über Unternehmen im Social Web zu verbreiten SASCHA HIMMELREICH, University of Mainz Regierungskommunikation im Wandel der Zeit: Auswirkungen der Medialisierung auf das Kommunikationsmanagement der Bundesregierung von 1982 bis 2010 ISABELLE ROTH, University of Trier Von der klassischen Werbung zur inszenierten Partizipation. Zum Bedeutungswandel der Konsumenten für die Entwicklung werblicher Kommunikation seit den 1960er Jahren JULIANE APEL, Hanover University of Music, Drama and Media Gesundheitskommunikationswissenschaft. Eine Grundlegung. Grundlagentheoretische Überlegungen zu Potenzial, Anspruch, Etablierungsstrukturen und Systematisierung der Gesundheitskommunikation als Forschungsfeld der Kommunikationswissenschaft NADINE REMUS, Macromedia University for Media and Communication, Munich Gesundheitskampagnen in der Schweiz: Strategische Planung, theoretische Fundierung und Evaluation COLETTE SCHNEIDER STINGELIN, Zurich University of Appl. Sc. Die Zukunft der Kommunikation in den frühen Innovationsphasen STEFANIE STANG, University of Erfurt 3

7 12.30h Lunch Reziproke Effekte bei Mitarbeitern Wie reagieren Arbeitnehmer auf negative Berichterstattung über ihren Arbeitgeber? CHRISTINE LANDMEIER, University of Mainz 13.40h 15.40h Room A303 Panel h 15.40h Room A403 Panel h 17.00h Room A303 Reputation in der Mediengesellschaft Semiotische Analyse der expressiven Reputationskomponente am Beispiel von Bankinstituten in der Schweiz und den USA PETRA V. GERR, University of Zurich Die Kommunikation sozialer Verantwortung bei multinationalen Unternehmen aus Sicht der Strukturationstheorie PHILIPP BACHMANN, University of Fribourg Die Kontingenztheorie als potentieller Ansatz zur Erklärung von PR-Kontextfaktoren CHRISTOPHER RÜHL, University of Fribourg Eurolobbying und Energiepolitik: Strategien der Interessenvertretung im europäischen Gesetzgebungsprozess INES HEEGER, University of Leipzig Closing speech Das Leben nach der Promotion ULRIKE RÖTTGER, University of Münster 4

8 Program: Annual Conference 20 th joint annual conference of the public relations and organizational communication division of the German Communication Association & the Swiss Association of Communiction and Media Research Thursday, November the 3 rd 2011 From 20.00h on Get-together at Ristorante Gemelli Friday, November the 4 th 2011 From 8.00h on Registration Centre for Continuing Education of the University of Fribourg Rue de Rome 6, 1700 Fribourg 9.00h 9.30h 11.00h 11.15h Opening address of the 20th annual conference GUIDO VERGAUWEN, President of the University of Fribourg DIANA INGENHOFF, President of the Department of Mass Media and Communication Research, University of Fribourg / vice-president SACM OLAF HOFFJANN, Ostfalia University of Applied Sciences, Salzgitter Keynote panel: Mapping the field searching for common ground Comparative research in public relations: From European to global research designs DEJAN VERČIČ, University of Ljubljana Structural and managerial challenges in handling international organizational communication empirical evidences DANNY MOSS, University of Chester Discussion led by DIANA INGENHOFF, University of Fribourg Coffee break Panel 1: Internationality and intercultural communication Familiar constructions of the unfamiliar. Tourism PR and intercultural communication JOCHEN HOFFMANN, RMIT University Vietnam Self-Image and public image of international nation-pr: The role of culture DIANA INGENHOFF, CAROLINE LAIS, LARISA MBILO, JULIA ZOSSO & ANNA LANG, University of Fribourg 5

9 The work space as intercultural arena of communication: A study of internal communications in internationally operating tourism companies ASTRID SPATZIER, CHRISTIANA WALCH & PETRA STIEBER, University of Salzburg Discussion led by OLAF HOFFJANN, Ostfalia University of Applied Sciences, Salzgitter 12.45h 14.00h 15.30h 16.30h 16.45h Lunch Panel 2: Insights into international public relations between theory and practice Crisis communication across borders: A culture-sensitive approach ANDREAS SCHWARZ, Ilmenau University of Technology Publishing abroad? The international visibility of PR research from German-speaking countries SWARAN SANDHU, Universität Luzern & SIMONE HUCK- SANDHU, University of Hohenheim Enter the dragon: Researching PR practices beyond the western horizon JOCHEN HOFFMANN, JADE BILOWOL & LANDON CARNIE, RMIT University Vietnam Discussion led by MARKUS NIEDERRHÄUSER, Zurich University of Applied Sciences Panel 3: Organizing communication processes on the global level The communicative constitution of global partial organizations DENNIS SCHOENEBORN, University of Zurich, TIMOTHY R. KUHN, University of Colorado at Boulder & PATRICK HAACK, University of Zurich Organizational communication in Europe and Asia: Enhancing commitment to the strategy with culturally appropriate knowledge visualization SABRINA BRESCIANI & MARTIN J. EPPLER, University of St. Gallen Discussion led by BARBARA BAERNS, Free University Berlin Coffee break 20 years DGPuK division PR/organizational communication German-speaking PR research 1991 revisited ULRICH SAXER, University of Zurich, MANFRED RÜHL, University of Bamberg & BARBARA BAERNS, Free University Berlin Discussion led by OLAF HOFFJANN, Ostfalia University of Applied Sciences, Salzgitter 6

10 18.15h 19.30h Business meeting DGPuK division (for members and guests) Led by OLAF HOFFJANN, Ostfalia University of Applied Sciences, Salzgitter & SIMONE HUCK-SANDHU, University of Hohenheim Evening event Café du Midi, Rue de Romont 25, 1700 Fribourg Saturday, November the 5th h Keynote speech Challenges in implementing CSR. Insights from an international empirical study LARS RADEMACHER, Macromedia University for Media and Communication, Munich 9.30h 10.30h Panel 4: The impact of new technological developments on international public relations An international comparison on the influence of culture on online communication by Non-Profit-Organizations DIANA INGENHOFF, ALEXANDRA BÄHNI, ELENA BARTH & ALINE DIETRICH, University of Fribourg Social media s influence on the structural development of dialogic organizational communication an international comparison MICHAELA SCHMID, RENÉ SEIDENGLANZ & ARNE WESTERMANN, Quadriga Hochschule Berlin Discussion led by ANDREAS SCHWARZ, Ilmenau University of Technology Coffee break 10.45h Panel 5: Cultural perceptions of international PR and organizational communication in theory and practice The cultural aspect in case studies Reflection and contextualization of culture in international case studies JENS SEIFFERT, University of Leipzig Success factors in PR-consultancy. A survey among internationally and nationally operating companies and agencies ROMY FRÖHLICH, CLARISSA SCHÖLLER & THOMAS KOCH, Ludwig-Maximilians-University of Munich Discussion led by SABINE EINWILLER, University of Mainz 7

11 12.00h 13.00h 13.15h 14.15h Panel 6: International perspectives on social responsibility Sustainability reporting An international comparison of DAX and Dow Jones companies SABINE EINWILLER & DELIA VOGT, Johannes Gutenberg- University of Mainz The communication of social responsibility. An intercultural comparison STEFAN JAROLIMEK, University of Leipzig Discussion led by PETER SZYSZKA, University of Vienna Closing marks Lunch break & Snacks End of conference Optional: Organized sightseeing tour of Fribourg city golf. For more information and registration please see the information desk. 8

12 Hosts German Communication Association The German Communication Association (Deutsche Gesellschaft für Publizistik und Kommunkationswissenschaft, DGPuK) constitutes the non profit alliance of communication researchers in Germany. It was founded in 1963 with the aim to strengthen and advance journalism and communication research by providing a forum for discussion and to support the development of our profession. Throughout the years, the expansion of the field of research led to the emergence of different divisions within DGPuK, such as the Division for Public Relations and Organizational Communication. Today, DGPuK almost counts 900 members, shedding some light on the significance media and communication play in our modern society. Swiss Association of Communication and Media Research (SACM) The Swiss Association for Communication and Media Research (Schweizerische Gesellschaft für Kommunikations- und Medienwissenschaft, SGKM) was founded in It has actively led the development of the field and has made a conscious effort to promote discussion among different scientific fields. The members of SACM are researchers and professors at universities, universities of applied sciences and in further education as well as experts in the media and media research fields, in related associations as well as authorities and administrations. The approximately 300 members are active in various SACM specialist groups to counter the differentiating out of the discipline. Department of Mass Media and Communication Research of the University of Fribourg The Department of Mass Media and Communication Research at the University of Fribourg aims at teaching and research in the field of mass communication as well as providing a scientific education for students who are interested in jobs of all kinds in the communication sector. The department has five full professorships each presiding over one of five research and teaching areas: organizational communication and public relations, journalism and communication, media communication and journalism, systematic communication and communication history, as well as online media and empirical communication research. The Department of Mass Media and Communication Research is part of the Faculty of Economics and Social Sciences of the University of Fribourg. 9

13 Conference Venue The joint annual conference of the DGPuK and the SACM will be held at the Center for Continuing Education of the University of Fribourg, situated at Rue de Rome 6. The bilingual city of Fribourg is situated in the charming Swiss midlands, only a short distance south of the Swiss capital city of Bern. Its remarkable medieval historic city center which is the main attraction for many tourists. The University of Fribourg is the only trilingual educational institution in Switzerland (45% of the students have German as their mother tongue, 38% the French language and 17% are speaking a different language). The modern building of the Center for Continuing Education was disclosed at the end of 2006 and holds well equipped rooms, a cafeteria and stands face to face with the main building of the University (Campus Miséricorde). It can be reached in about 5 minutes from the railway station. 10

14 Contacts Prof. Dr. Diana Ingenhoff University of Fribourg Tel. +41 (0) Mobile +41 (0) Philipp Bachmann, M.A. University of Fribourg Tel. +41 (0) Mobile +41 (0) Alexander Buhmann, Dipl.-Medienwirt University of Fribourg Tel. +41 (0) Mobile +41 (0) Christopher Rühl, M.A. University of Fribourg Tel. +41 (0) Mobile +41 (0) Sandro Crameri, B.A. University of Fribourg Mobile +41 (0)

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16 The conference is supported by: The Swiss National Science Foundation (SNSF) The Swiss Association of Communication and Media Research (SACM) The rector s office of the University of Fribourg The Faculty of Economics and Social Sciences The Department of Mass Media and Communication Research of the University of Fribourg 2011 University of Fribourg 13