Communication a strategic lever for innovative organizations

Purpose of the study. This paper investigates the current state of public relations profession in Italy. More precisely we aimed at evaluating both the degree of institutionalization of PR in Italian organizations and the strategic role played by Italian CCOs within the organizational hierarchy. Methodology. Based on an extensive survey of 185 Chief Communication Officers (CCO) of Italian top organizations, we conducted an inquiry into Italian CCOs’ profile and we analyzed the state of development of PR function. Findings. Our findings reveal that PR has established itself as a key corporate function and Italian CCOs are getting more and more involved in strategic organizational processes. The highest degree of involvement is found in the most innovative organizations. Practical implications. Our study has provided a glance into the current state of strategic communication in Italy. In particular it has uncovered strengths, weaknesses and pitfalls in Italian communication practice, highlighting both areas of excellence and rooms for potential improvement. In that, our paper contributes to the development of the debate on institutionalization of public relations and strategic communication. Originality of the study. This study provides practitioners and scholars with insights into the strategic role of communication and its link with innovation.