Study Finds Purpose Communication Can Make a Positive Difference for Companies
A new study by a team of University of Florida College of Journalism and Communications (UFCJC) researchers found that when U.S. Fortune 100 companies included purpose communication in their messaging, it helped to define their role in making a difference in local and global society.
UFCJC doctoral students Alexis Bajalia Fitzsimmons, Sunny Yufan Qin and Eve Heffron and Marcia DiStaso, associate dean for Research and Public Relations professor, are the authors of “Purpose-Driven Corporate Communication: A Content Analysis of Fortune 100 Companies” published in the Journal of Cultural Marketing Strategy, Volume 6, Number 2.
In the study, the authors explored whether and how Fortune 100 companies incorporate purpose messaging, or the company’s reason for being, in their corporate communication. They reviewed content produced by these companies over a six-year period and distributed via their corporate communication channels to stakeholders including customers, employees, investors and media.
According to the authors, “The findings indicate that companies in the healthcare and pharmaceutical, technology, and retail/wholesale industries are the obvious leaders in purpose communication. By highlighting the organizational benefits of purpose communication, this study provides a wakeup call for those companies that are lagging when it comes to creating and acting on corporate purpose.”
They added, “Future research should explore how companies in industries that are lagging in purpose communication can creatively and authentically incorporate purpose into their strategy and communication. Case study research may be helpful for professionals who seek to learn from others about how to lead with purpose.”
Posted: June 13, 2022
Category: College News, Student News
Tagged as: Alexis Bajalia Fitzsimmons, Eve Heffron, Marcia DiStaso, Sunny Yufan Qin
