Organizational Culture and Strategic Communication Practice: Testing the Competing Values Model (CVM) and Employee Communication Strategies (ECS) Model in Korea1

Abstract

Organizational culture has long been considered as a key factor that can influence strategic communication practice such as public relations. However, little empirical research dealing with organizational culture can be found in public relations. In this study, we define employee communication as a special practice area of public relations and examine how it is affected by organizational culture. An attempt is made to develop reliable and valid measurement scales for both employee communication and organizational culture. Through review of literature on organizational culture, we closely examine one of the conceptual frameworks—Competing Values Model (CVM)—that can be applied to public relations research. By conducting a survey research, we test the reliability and validity of CVM measures and further test their relationships with employee communication strategies. The article ends by discussing implications of the study results for public relations professionals.

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