A Mixed-Method Approach to Assess Business Models of Communication Departments: Insights from a Pilot Study

Jeanne Link ^1* Fiona Vaassen ² Christoph Lautenbach ³ Ansgar Zerfass ^1*

• ¹ Institute of Communication and Media Studies, Faculty of Social Sciences and Philosophy, Leipzig University, Leipzig, Lower Saxony, Germany
• ² DekaBank Deutsche Girozentrale, Frankfurt am Main, Germany
• ³ Lautenbach Sass, Frankfurt am Main, Germany

1Purpose – The article introduces and evaluates a method for applying a new management tool for corporate communications and public relations: the Communication Business Model (CBM).2Design/methodology/approach – The conceptual development of a multidimensional method for identifying, analyzing, and assessing business models of communication departments is combined with an evaluation study providing empirical findings from a pilot project with 53 communication departments.3Findings – The results of the study show that the CBM approach works in practice, as four distinct business models could be identified. The validity of the proposed assessment method is substantiated. Prerequisites, obstacles, and success factors for using the method are identified.4Research limitations/implications – The article reports about the first application of the business model approach – a well-known concept in general management – to communication departments. However, as the findings refer to a pilot study, future research is required to test and validate the tool in a wider range of organizations and contexts.5Originality/value – The study shows how research in the field of communication management and public relations can be translated into practice and how the success of such efforts can be evaluated. Developing, applying, and testing a method for using a management tool that addresses a long-standing leadership challenge helps communication leaders apply theoretical knowledge to their daily work.