Moving beyond McCommunication

Organisations must move beyond standardised dialogues and develop a more nuanced approach

 
The European Communication Monitor 2008 shows that communication professionals throughout Europe think that in 2011 corporate communication will be the main discipline in communication management, taking over the number one position from marketing and consumer communication. In Paris last January, politicians, led by President Sarkozy, called for a “New World, New Capitalism”, where Europe takes the lead in spreading the socially aware European economic model.  For communication managers, these two developments could converge into a change of style for organisational communication: a change of style that moves communication management beyond ‘McCommunication’.

Piet Verhoeven

Piet Verhoeven is an associate professor at the Amsterdam School of Communication Research of the University of Amsterdam in The Netherlands. Prior to becoming an academic in 2002, he worked in several positions ion public relations and communication, including for the Schiphol Group.

Rik Siere

Rik Siere has worked for European corporations, non-governmental and governmental organisations. He has written for publications including Reclameweek and Communicatie.