A mixed-method approach to assess business models of communication departments: insights from a pilot study

Purpose The article introduces and evaluates a method for applying a new management tool for corporate communications and public relations: the Communication Business Model (CBM). Design/methodology/approach The conceptual development of a multidimensional method for identifying, analyzing, and assessing business models of communication departments is combined with an evaluation study providing empirical findings from a pilot project with 53 communication departments. Findings The results of the study show that the CBM approach works in practice, as four distinct business models could be identified. The validity of the proposed assessment method is substantiated. Prerequisites, obstacles, and success factors for using the method are identified. Research limitations/implications The article reports about the first application of the business model approach – a well-known concept in general management – to communication departments. However, as the findings refer to a pilot study, future research is required to test and validate the tool in a wider range of organizations and contexts. Originality/value The study shows how research in the field of communication management and public relations can be translated into practice and how the success of such efforts can be evaluated. Developing, applying, and testing a method for using a management tool that addresses a long-standing leadership challenge helps communication leaders apply theoretical knowledge to their daily work.