RESEARCH ASSOCIATE

Dr. Lisa Dühring, PhD, is responsible for the research project ‘Interfaces and Collaboration in Corporate Communication’ embedded in the ‘Value Creating Communication’ program of the Academic Society for Management and Communication.

She graduated from Leipzig University with a PhD on the relationship between marketing and PR research ("Reassessing the Relationship between Marketing and Public Relations. New Perspectives from the Philosophy of Science and History of Thought", Springer VS 2017). Before she has been a research assistant to Prof. Ansgar Zerfass from 2008 to 2014 and was involved in multiple national and international research projects as well as teaching master courses in the Communication Management program.

Her current research analyzes the cross-departmental cooperation between corporate communication and other departments such as HR, IT, Strategy, as well as other business units and international branches. The research project will analyze interdisciplinary way of working and a cross-divisional set-up of the communication department and focus on the possible design and management of these interfaces. It will also take into account different factors of influence like organizational structures, corporate culture etc.

Her further research interests lie in the fields of strategic communication, theory development, interdisciplinary research, PR history and critical communication studies.

CONTACT

Dr. Lisa Dühring
Project Management
Academic Society for Management & Communication
University of Leipzig | Institute of Communication and Media Studies
Burgstraße 21 | D-04109 Leipzig
Tel.: 0341 97 35065 | Fax: 0341 97 35059 | duehring@uni-leipzig.de

VISITING HOURS

By appointment only.

PUBLICATIONS

Lisa Dühring
Reassessing the Relationship between Marketing and Public Relations. New Perspectives from the Philosophy of Science and History of Thought
Dühring, Lisa (2017): Reassessing the Relationship between Marketing and Public Relations. New Perspectives from the Philosophy of Science and History of Thought. Wiesbaden: Springer VS.

Lisa Dühring reconstructs the relationship between public relations and marketing research on a metatheoretical level. She presents a concise systematization of the theoretical discourse in both disciplines since the beginning of the twentieth century by differentiating key phases of development and evaluating current research approaches. This study argues for a stronger connection of both disciplines and a better profiling within the mother disciplines of communication and business studies by fostering critical and interpretative approaches. This book is strongly recommended to everybody interested in the history and epistemology of marketing and public relations theory and the relationship between both fields.

Kaufen

Ansgar Zerfaß & Lisa Dühring
Strategische Kommunikation - Zentrale Fragestellungen aus Sicht der Unternehmenskommunikation
Zerfaß, A., & Dühring, L. (2016). Strategische Kommunikation - Zentrale Fragestellungen aus Sicht der Unternehmenskommunikation. In: M. Bruhn, F.-R. Esch & T. Langner (Hrsg.), Handbuch Strategische Kommunikation (2. Aufl., S. 49-74). Wiesbaden: Springer Gabler.

Obwohl Kommunikation in der Wirtschaft allgegenwärtig ist, mangelt es vielfach an einem umfassenden Verständnis der Bedeutung und des Wertschöpfungsbeitrags von Kommunikation für die Unternehmensführung. Der Beitrag beantwortet diese grundlegenden Fragen aus interdisziplinärer Perspektive. Unternehmenskommunikation leitet ihren Auftrag und ihre Sinnstiftung aus den strategischen Zielen der Organisation ab, in der sie verankert ist. Sie ermöglicht und erleichtert das Zusammenspiel mit Stakeholdern aller Art. Es geht um die Koordination von Handlungen, den Abgleich und die Integration von Interessen oder die Interpretation von Situationen und Wirklichkeiten. Dabei ist Kommunikation nie einseitig, sondern stets auf Interaktionen angewiesen, auch wenn sie – z. B. über Massenmedien oder Soziale Medien – vermittelt und durch Multiplikatoren oder Gatekeeper beeinflusst wird. Der Beitrag beschreibt die Grundlagen der strategischen Unternehmenskommunikation und behandelt mögliche Organisationsformen der Kommunikationsfunktion. Außerdem werden zentrale Zusammenhänge zwischen Kommunikation und Wertschöpfung aufgezeigt und das Kommunikationscontrolling als Verfahren vorgestellt, mit dem sich Ziele der Unternehmenskommunikation systematisch aus der Unternehmensstrategie ableiten und Wirkungszusammenhänge transparent machen lassen.

Bigl, Benjamin, Dühring, Lisa
Fracking in the German Press. A quantitative framing based analysis
Bigl, B.; Dühring, L. (2015): Fracking in the German Press. A quantitative framing based analysis, Paper presented
at the International Association for Media and Communication Research (IAMCR) Conference, 12 -16 July, 2015, Montreal, Canada.


Lisa Dühring & Ansgar Zerfass
Corporate Communications and Public Relations in Asia. Context, Status quo, and Future Challenges
Dühring, L., & Zerfass, A. (2015). Corporate Communications and Public Relations in Asia. Context, Status quo, and Future Challenges. Research reports on corporate communications No. 7. Leipzig: Academic Society for Corporate Management & Communication.

This research paper offers insights into the status quo of corporate communications and public relations in Asia and analyzes the political, economic and cultural context in which practitioners operate. As a result of the economic upswing and political opening of Asian nations in the last decade, the field of corporate communications and PR have experienced an expansion and professionalization. However, these developments differ from Western countries. Political and cultural particularities have led to specific characteristics of Asian corporate communications/PR like the importance of personal relationships and hierarchy. As Asian markets become increasingly important in terms of production and sales and with growing numbers of international companies establishing parts of their HQs and communication units in Asia, a deeper understanding of the communicative environment for German communication managers is/becomes essential. The paper discusses current topics, challenges and findings of recent empirical studies and outlines fields for the future research that are of importance to corporate practice.

Volltext

Dühring, L.
Lost in Translation? On the Disciplinary Status of Public Relations
Dühring, L. (2015): Lost in Translation? On the Disciplinary Status of Public Relations. Public Relations Inquiry, 4(1), pp. 5-23.

Ansgar Zerfaß & Lisa Dühring
Kommunikationsmanagement als Profession: Strukturen, Handlungsfelder, empirische Befunde
Zerfaß, A., & Dühring, L. (2014). Kommunikationsmanagement als Profession: Strukturen, Handlungsfelder, empirische Befunde. In A. Zerfaß & M. Piwinger (Hrsg.), Handbuch Unternehmenskommunikation (2. Aufl., S. 163-189). Wiesbaden: Springer Gabler.

Für die Steuerung und Umsetzung strategischer Kommunikation setzen Unternehmen im Allgemeinen professionelle Kommunikatoren ein − Spezialisten, die entweder in internen Kommunikationsabteilungen oder bei externen Dienstleistern arbeiten und unterschiedliche Aufgaben wahrnehmen. Der vorliegende Beitrag vermittelt einen empirisch gestützten Einblick in dieses Berufsfeld. Er zeigt, wie und inwiefern das Kommunikationsmanagement im deutschsprachigen Raum und in Europa als Profession institutionalisiert ist, wie sich die Funktion entwickelt hat, welche Aufgaben und Rollen in der Praxis wahrgenommen werden und wie sich die Strukturen des Berufsfelds im Grundsatz darstellen. In weiteren Schritten wird auf die professionelle Selbstorganisation in Verbänden und Initiativen sowie auf Ausbildung, Qualifizierung und Forschung eingegangen. Schließlich werden Herausforderungen benannt, die die Entwicklung des Kommunikationsmanagements als Profession prägen und wichtige Rahmenbedingungen für die Entwicklung der Funktion in einzelnen Unternehmen darstellen.

Volltext

Dühring, Lisa
Concepts of Scientific Progress and their Implications for the Public Relations Discipline or "Knowledge for What?"
Dühring, L. (2012): Concepts of Scientific Progress and their Implications for the Public Relations Discipline or "Knowledge for What?" Paper presented at the Annual EUPRERA Congress, Istanbul, Turkey, Sept. 2012.

Dühring, Lisa
Lost in Translation? On the Disciplinary Status of Public Relations
Dühring, L. (2012): Lost in Translation? On the Disciplinary Status of Public Relations. Paper presented at the Bledcom Conference, Bled, Slovenia, Juli, 2012.

Dühring, Lisa, Linke, Anne
Steering through turbulence – Developing a framework for managing social media communications
Dühring, L. & Linke, A. (2011): Steering through turbulence – Developing a framework for managing social media communications. Paper presented at the EUPRERA Annual Congress. 8-10 September, Leeds, Great Britain. Winner of IPR Best-Paper-Award.

Ansgar Zerfass & Lisa Dühring
Between Convergence And Power Struggles: How Public Relations And Marketing Communications Professionals Interact in Corporate Brand Management
Zerfass, A. & Dühring, L. (2011). Between Convergence And Power Struggles: How Public Relations And Marketing Communications Professionals Interact in Corporate Brand Management. In: L. R. Men & M. D. Dodd (Eds.), Pushing the Envelope in Public Relations Theory and Research and Advancing Practice, 14th International Public Relations Research Conference (pp. 1000-1025). Gainesville (FL).: Institute for Public Relations.*

This paper analyzes new developments in the relationship between marketing communications and public relations in the field of corporate communications with a specific focus on corporate branding. The results presented herein stem from an empirical study conducted in four large German industries (energy, telecommunication, insurance, and chemical industries). In each company, both the head of corporate communications/PR and the head of marketing communications were interviewed (n=104; random sample, CATI telephone interviews). The results draw an interesting albeit contradictory picture. On the one hand, the data showed a strong convergence of stakeholder priorities, goals, and instruments of branding, and a high level of structural collaboration. On the other hand, the data revealed a number of underlying conflicts, discrepancies, and contradictory perceptions. Although integration seems to be rather advanced in day-to-day branding activities, marketing and public relations managers do not share the same mindsets. The perceptions of their roles and functions within the organization vary considerably. In contrast to other publications in the field, this paper does not focus on organizational structures and departmental power struggles, but rather identifies a fundamental turn in the relationship between marketing and corporate communications/PR both in scientific discourse and in corporate practice.

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Ansgar Zerfass & Lisa Dühring
Integrated communication and brand management - The struggle between public relations and marketing communications in commodity industries
Zerfass, A. & Dühring, L. (2010): Integrated communication and brand management - The struggle between public relations and marketing communications in commodity industries, ECREA 2010 - Third European Communication Conference, Hans-Bredow-Institut, Hamburg, 12.-15. Oktober 2010.

Dühring, Lisa
Über den Umgang mit Komplexität im Kommunikationsmanagement. Theoretische Ansätze und Verfahren
Dühring, L. (2009): Über den Umgang mit Komplexität im Kommunikationsmanagement. Theoretische Ansätze und Verfahren. Saarbrücken: VDM Verlag.

Ansgar Zerfaß & Lisa Dühring
PR 2009: Fokussierung, Rückschritt, Expan­sion? Herausforderungen in Zeiten von Kommunikationswandel und Rezession
Zerfaß, A., & Dühring, L. (2009). PR 2009: Fokussierung, Rückschritt, Expan­sion? Herausforderungen in Zeiten von Kommunikationswandel und Rezession [PR 2009: Focusing, Step Backwards, Expansion? Challenges in times of the Change of Communication and Regression]. Leipzig/Frankfurt a. M.: Universität Leipzig/GPRA.