Organisationskommunikation aus sozialintegrativer Perspektive

Abstract

This article draws on the sociological approach of Uwe Schimank to overcome the gap between the micro- and macro-perspective of organization and organizational communication. Based on the discussion of flaws in theory building in organizational communication, we sketch the basic idea of Schimanks approach of organizations. We then describe his perspective of micro-macro-integration and differentiate it to make it work in organizational communication and public relations. Based on a conducted study in media relations we describe possibilities of operationalizing Schimank’s theory in the field of comunication.