Agile Cooperation between Companies and Communication Service Providers
Basic data for this talk
Type of talk: scientific talk
Name der Vortragenden: Wiencierz Christian, Röttger Ulrike
Date of talk: 28/05/2019
Talk language: English
Information about the event
Name of the event: The 69th Annual International Communication Association Conference, "Communication Beyond Boundaries"
Event period: 24/05/2019 - 28/05/2019
Event location: International Communication Association, Washington D.C., USA
Event website: https://www.icahdq.org/page/2019Conference
Abstract
We analyzed the agile cooperation between companies and communication service providers qualitatively with 16 in-depth expert interviews with employees from leading German PR and advertising agencies (06/18-10/18; 36-68 minutes). The analysis of the interviews according to the identified characteristics of agility shows that the participants see themselves as part of responsive organizations with flat hierarchies. They strive for an iterative approach with their clients with many sprints, repetitions and regular evaluations. According to the experts, this intensive exchange, which is also made possible by special collaborative communication tools, creates transparency and leads to trust. Therefore, agility can bridge gaps between agencies and clients with their own structures, cultures and interests and can promote cooperation. One of the obstacles encountered when striving for agile communication is the fact that many corporations are still perceived as less agile. Furthermore, some clients do not want to take this coordination-intensive, iterative approach due to the amount of work involved.Keywords: Agility; Corporate Communications; Public Relations; Service Providers
Speakers from the University of Münster
| Röttger, Ulrike | Professur für Public Relations (Prof. Röttger) |
| Wiencierz, Christian | Professur für Public Relations (Prof. Röttger) |