Communication management in The Netherlands

Abstract

This article is a study of the daily practice of persons working in Dutch public relations, nowadays often called “communication management.” Two research projects were analyzed, focusing on the tasks and position of the communication management departments in (Dutch) companies, including the background of their heads. The first study is a quantitative, empirical description of the profession; the second is a qualitative study of labor differentiation. Although chief executive officers and authors on communication management acknowledge communication as a strategic variable within an organization, the daily practice of the communication management departments consists, reportedly, for most part of copy production and representation. Consequently, even executives with management positions function merely as “technicians.” Most of the officers interviewed acquired their professional background in other areas and come from other departments; they had no relevant training in communications, nor did they have significant knowledge of relevant theories. The position of the communication management department within the organization reflects its operational activities and (lack of) professional background.Betteke van Ruler is associate professor in Communication Science and Communication Management at the Free University of Amsterdam.