RT Journal Article
T1 CCOs’ Strategic Role in Large Italian Companies
T2 El papel del Dircom en las grandes organizaciones italianas
A1 Invernizzi, Emanuele
A1 Murtarelli, Grazia
A1 Roment, Stefania
K1 Relaciones públicas
K1 Comunicación en la empresa
K1 Gestión de la comunicación
AB This study explores the extant state of art of Public Relations and CorporateCommunication as profession in Italy. More specifically it aims to evaluate to what extentlarge organizations in Italy attribute strategic value to the function of communication,with a particular focus on the degree of its institutionalization and the strategiccontribution provided by Italian CCOs to organizational competitiveness and success. Tothis end, an inquiry was conducted via a quantitative survey that addressed and outlinedCommunication department features and CCOs’ profile in 300 largest organizationsoperating in Italy.According to our findings, PR function has established itself within organizationalstructure, and Italian CCOs have become increasingly involved in strategic organizationaldecision processes. In their role CCOs serve as strategic advisors to CEOs and other ChiefOfficers.Additionally, within the most innovative organizations, communication seems to play anextremely pivotal role and is exemplified by CCOs’ high level of involvement in decisionmakingprocess.Our study allows us to outline a precise description of current trends within largeorganizations in Italy in terms of communication function and its role. Thereby the studyunderlines weaknesses and strengths of Italian CCOs’ role as well as it pinpoints areas.
PB Instituto de Investigación en Relaciones Públicas
SN 2174-3681
YR 2014
FD 2014-10-30
LK http://hdl.handle.net/10630/8453
UL http://hdl.handle.net/10630/8453
LA eng
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 24 ene 2026