2026-06-05T15:19:26Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/84532026-02-03T12:55:37Zcom_10630_4717com_10630_3139com_10630_10col_10630_8376
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Invernizzi, Emanuele
author
Murtarelli, Grazia
author
Roment, Stefania
2014-11-20T08:34:43Z
2014-11-20T08:34:43Z
2014-10-30
2174-3681
http://hdl.handle.net/10630/8453
This study explores the extant state of art of Public Relations and Corporate
Communication as profession in Italy. More specifically it aims to evaluate to what extent
large organizations in Italy attribute strategic value to the function of communication,
with a particular focus on the degree of its institutionalization and the strategic
contribution provided by Italian CCOs to organizational competitiveness and success. To
this end, an inquiry was conducted via a quantitative survey that addressed and outlined
Communication department features and CCOs’ profile in 300 largest organizations
operating in Italy.
According to our findings, PR function has established itself within organizational
structure, and Italian CCOs have become increasingly involved in strategic organizational
decision processes. In their role CCOs serve as strategic advisors to CEOs and other Chief
Officers.
Additionally, within the most innovative organizations, communication seems to play an
extremely pivotal role and is exemplified by CCOs’ high level of involvement in decisionmaking
process.
Our study allows us to outline a precise description of current trends within large
organizations in Italy in terms of communication function and its role. Thereby the study
underlines weaknesses and strengths of Italian CCOs’ role as well as it pinpoints areas.
eng
Relaciones públicas
Comunicación en la empresa
Gestión de la comunicación
CCOs’ Strategic Role in Large Italian Companies
journal article
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URL
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