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Communication Ethics in a Connected World

Research in Public Relations and Organisational Communication

Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench

What are the main ethical challenges for strategic communication and public relations professionals today? How can researchers help in understanding and dealing with these challenges in a complex and interconnected world? This book offers some answers to these questions, based on contributions by researchers from different European countries and other continents. The chapters of the first section focus on general concepts about communication and public relations ethics as well as corporate social responsibility. Three sections then deal with: the specific situation of communication and PR ethics in various European countries; the evolution of ethical skills of communication professionals; and the interaction between communication ethics and the public sphere. The final two sections offer insights on recent research in public relations, like employee communication and engagement, mentoring in public relations and the evolution of media relations and social media communication.
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Beyond Sentiment: Exploring Online Employee Engagement. An Empirical Study of Participation in an Online Employee Newsroom


Beyond Sentiment:Exploring Online Employee Engagement

An Empirical Study of Participation in an Online Employee Newsroom


Glasgow Caledonian University, UK

This chapter explores engagement in the context of views, volume, commentary and topicality in a corporate employee news platform. For its methodology it uses views and volume of comments across news categories and unique users on a news platform which are calculated and then general distribution trends derived. Coding and distribution of comments are drawn from the top ranked posts in each of the main news categories according to a set of criteria aimed to separate comments containing substantive elements from those only containing emotive elements. In terms of findings emerging from the chapter the main one is that a positive correlation could be found between topicality and engagement on all of the levels explored. Furthermore, a long tail effect could be identified with just a few users responsible for a lot of content. As the study was conducted within a single global enterprise, the findings must be viewed within the context of a single corporate environment and culture. Despite this limitation the chapter provides interesting practical implications, for example regarding editorial choices which can be seen to have a direct impact on the volume and type of engagement within the context of the company and the study. This implies editors also have direct influence over determining and achieving engagement-related objectives.


“Research shows that concentrating...

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