Value Creating Communication

Objectives & Benefits

Scientific research in the field of communication management has grown internationally in recent years. However, it is fragmented and rarely interdisciplinary. With its new research program Value Creating Communication, the Academic Society wants to change this and provide a comprehensive and multidimensional image of corporate communications: an image which is convincing internally and externally as well as an image which provides a common understanding of the profession and ultimately positions corporate communications at the top management level.

Key objectives are:

  • Strengthen the internal position and acceptance of strategic communications, build a common understanding

  • Showcase how corporate communication contributes to corporate goals and a company's success

  • Deliver scientific results that are highly relevant for businesses

  • Provide orientation for university education and professional training

  • Strengthen German research that increasingly plays an important role on the world stage, but still needs the support of the local economy

Research module I: Megatrends and changing conditions

How will digitalization and big data affect corporate communications?

Increasing digital networking turns out as the most important mega trend. But also individualization and globalization have an significant impact on Coporate Communications.  

That is why module I focused the potentials of Big (Social) data for Corporate Communications - but always in the context of an increasing globalized and individualized communication.

  • Lead: Prof. Ulrike Röttger, Christian Wiencierz (PhD)
  • Period: 2015 - 2017

Research module II: Value creation through communication

How does communication contribute to the corporation's success?

Central condition for Corporate Communications to create value is to link the communication strategy with the corporate strategy (Strategic Alignment). Module II explored, how to deal with strategic alignment and how communication can contribute to the company's success.

  • Lead: Prof. Ansgar Zerfass, Sophia-Charlotte Volk
  • Period: 2015-2017

Modul III: Corporate communications in agile organisations

Mastering cooperation with internal and external partners in flexible structures

In agile organisations with flexible project teams Corporate Communications has to adjust her role, tasks and competencies. Interdisciplinary cooperation is getting more important. Corporate Communications faces the challenge to shape the coordination and cooperation with internal and external partners efficiently.  

  • Lead: Prof. Ansgar Zerfass, Prof. Ulrike Röttger, Prof. Sabine Einwiller
  • Period: 2017-2020


“With regard to the scope and content, the number of the experts involved and the budget, this is the most comprehensive research program in the discipline of corporate communications and will promote the profession considerably."

  • Uta-Micaela Dürig, Managing Director, Robert-Bosch-Stiftung

"Science and economy with the common goal of clarifying the social relevance of corporate communications as well as its contribution to the business performance: this is new in Germany! A common understanding of the essential terms, concepts and tools of corporate communications would be helpful. In the best case, the program provides a deeper understanding of the interrelationships and impact of modern business communication."

  • Prof. Dr. Christof Ehrhart, Executive Vice President Corporate Communications and Corporate Responsibility, Deutsche Post DHL Group

"The PR profession can greatly benefit from this research program by dealing with the results transparently and actively integrating them into the early stages of communication training. There must be a kind of self-understanding that corporate communication can provide results which significantly contribute to the company's success. Public Relations needs better PR for themselves - and needs to get out of the self-explaining mode."

  • Nicole Gorfer, Head of Communications & Public Affairs, Roche Pharma

"Holding a PhD in communications and being a communication manager, I'm keen to maintain a close relationship with universities. Feedback from practical experience can provide impulses for the scientific research. In turn, the research results will help us in our daily work. PR magazines frequently publish articles which turn out to be commissioned research without intellectual depth and valid data. We need in-depth analyses and forecasts with a scientific claim. This kind of research can support the development of communication areas in the long term."

  • Dr. Bernd Pütter, Senior Vice President Corporate Communications, HOCHTIEF AG

"A close relationship between business and science is also very useful in the field of communication. Our economic, social and media environments are changing rapidly. For me, the research program by the Academic Society provides an important basis for preparing corporate communications to meet the challenges of the future."

  • Maximilian Schöberl, Head of Corporate Communications & Politics, BMW Group

"‘Co-creation’ is an important trend - not only in the digital world. Sharing ideas - here between research and practice - produces real value. Science and practice need to respond to the complex challenges of the digital world in which there are no easy answers. This program helps in the search for solutions."

  • Dr. Christoph Zemelka, Senior Vice President Corporate Communications, Brand Management and Sustainability, Robert Bosch GmbH