Influencia del estilo directivo en la comunicación interna de las organizaciones. Una aplicación a las agencias de publicidad

Ángela Preciado-Hoyos; Cristina Etayo-Pérez

doi:10.5294/1956

The Influence of Management Style on the Internal Communication of Organizations. An Application to Advertising Agencies

Authors

Ángela Preciado-Hoyos Author Universidad de La Sabana
Cristina Etayo-Pérez Author Universidad de Navarra

DOI:

https://doi.org/10.5294/1956

Keywords:

Advertising, communication management, leadership, organizational change (Source, UNESCO Thesaurus).

Abstract

The article is based on the assumption that how an organization is managed entails a specific form of communication. If so, identifying management style can be an indication of how a manger will behave in terms of communication. A model of associations between management style and internal communication is formulated for that purpose. Five style prototypes are identified based on a theoretical analysis. They are: laissez-faire, task-oriented, relationship-oriented, leadership and charismatic leadership. Modes of communication particular to each of these styles are defined. In the second part of the article, the model is tested on a sample of Spanish advertising agencies.

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Author Biography

Cristina Etayo-Pérez, Universidad de Navarra

Departamento de Empresa Informativa
Facultad de Comunicación
Universidad de Navarra
Campus Universitario. 31080 Pamplona

Ángela Preciado Hoyos es Comunicadora Social y Periodista de la Universidad de Antioquia, Colombia. Doctora en Comunicación por la Universidad de Navarra. Desde 2006 es profesora - investigadora del Área de Gestión de la Comunicación de la Facultad de Comunicación Social de la Universidad Pontificia Bolivariana de Medellín, y profesora del programa de Comunicaciones de la Universidad de Antioquia, Colombia.

Cristina Etayo Pérez es doctora en Ciencias Económicas y Empresariales. Es profesora en la Facultad de Comunicación de la Universidad de Navarra. Sus principales líneas de investigación son los distintos aspectos de la gestión de medios y el mercado de la televisión en Europa.

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Published

2013-10-16

How to Cite

Preciado-Hoyos, Ángela, & Etayo-Pérez, C. (2013). The Influence of Management Style on the Internal Communication of Organizations. An Application to Advertising Agencies. Palabra Clave, 17(2), 412–455. https://doi.org/10.5294/1956

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Issue

Vol. 17 No. 2 (2014)

Section

Articles

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