Peter Szyszka

Peter Szyszka (born March 23, 1957 in Braunschweig ) is a German communication scientist .

Life

Szyszka studied journalism , German , sociology and philosophy at the Westphalian Wilhelms University of Münster , where he received his doctorate in 1988 . He then worked as a public relations officer at a trade association in Baden-Württemberg . From 1992 to 1997 he was a research assistant at the Leuphana University of Lüneburg and a deputy professor at the Ruhr University in Bochum . In the following years he worked as a freelance consultant for corporate communications . In 2000 he received a call to the Osnabrück University of Applied Sciences , where he taught until 2004 and established the Institute for Communication Management at the Lingen location . 2004 he became a professor in the Switzerland to the Institute of Applied Media Research at the Zurich University Winterthur . From 2009 to 2011 he was the first endowed professor for Public Relations at the University of Vienna in Austria . In 2011 he returned to Germany, where he researches and teaches at the University of Hanover in the areas of organizational communication , public relations and communication management . In addition, he has headed a relationship capital research group since 2014 .

He has been chairman of the jury of the International German PR Prize since 2016, which he headed from 2006 to 2010.

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In his theoretical basic research, Szyszka represents differentiated positions on organizational communication and public relations. According to this understanding, organizational communication as "communication in and about organizations" is communication that constitutes relationships, for the observation and processing of which organizations develop management functions that deal with the "communication of organizations". The PR term, which is sometimes diffuse in practice and research, is used by Szyszka following an older Anglo-Saxon tradition (Harlow, 1957) in "Public Relationships" as natural organization-environmental relationships, and "Public Relations Management" as an organizational regulating function for dealing with these Relationships and "public relations operations" are differentiated as practical PR work with specific measures and instruments for dealing with relationships, the public and opinion-forming.

In his applied research located Szyszka deals with relationships between organizations and stakeholders and the anchored in relational capital, which he assumed because of neglect greater development potential. Relationship capital is understood as an immaterial resource (appreciation, image, attractiveness, sympathy). According to the understanding of acceptance, appreciation and willingness to cooperate, this can be social support or risk capital that influences the possibilities of generating real capital through preference decisions . Organizations are treated as personalities at the interface between the inner world (lived identity) and the outer world (assigned authenticity), with the outer world deciding on the existence and quality and the inner world on the relevance and need for relationship capital. The question of theory-based methods for collecting, evaluating, processing and managing relationship capital is at the center of the research that is assigned to stakeholder management. Together with partners from practice, Szyszka has developed its own controlling process for determining and evaluating relationship capital, which, in addition to reporting (organizational decision-making processes), also strategically controls the need for action and the use of resources in communication management and provides information on immaterial reporting (sustainability reporting). With “Relationship Capital”, he has presented a work on this that theoretically substantiates his approach.

Awards

In 2008, Szyszka was awarded the golden badge of honor by the German Public Relations Society (DPRG) for his commitment to science and practice transfer.

Fonts (selection)

Szyszka's work comprises two monographs, editorships and contributions to anthologies, manuals and journals.

Monographs

• Relationship capital. Acceptance and added value . Kohlhammer, Stuttgart 2017.
• with Dagmar Schütte and Katharina Urbahn: Public Relations in Germany - A study on public relations work by companies, business associations and PR agencies. UVK Verlagsgesellschaft, Konstanz 2009, ISBN 978-3-89669-587-1 .

Contributions to edited volumes

• Integrative theory draft. In: R. Fröhlich, P. Szyszka, G. Bentele (eds.): Handbuch der Public Relations. 3rd, ed., Springer-VS, Wiesbaden 2015, ISBN 978-3-531-17438-9 , pp. 205–228.
• Social communication controlling. Value creation through authenticity and social capital. In: A. Zerfaß, M. Piwinger (Hrsg.): Handbuch Unternehmenskommunikation. 2nd edition Gabler, Wiesbaden 2014, ISBN 978-3-8349-4542-6 , pp. 909-927.
• Authenticity as relationship capital. An organizational communicative perspective. In: Peter Szyszka (ed.): Alles nur Theater. Authenticity and staging in organizational communication. Halem Verlage, Wiesbaden 2012, ISBN 978-3-86962-044-2 , pp. 255-291.
• The performance of PR work in product and brand communication. In: N. Janich (Ed.): Brand and Society. Brand communication in the field of tension between advertising and public relations. Springer-VS, Wiesbaden 2009, ISBN 978-3-531-16674-2 , pp. 17-52.

Editorships

• with Romy Fröhlich, Günter Bentele: Handbuch der Public Relations. 3rd edition Springer-VS, Wiesbaden 2015, ISBN 978-3-531-17438-9 .
• All just theater. Authenticity and staging in organizational communication. Halem Verlage, Cologne 2012, ISBN 978-3-86962-044-2 .
• Public - Discourse on a key concept in organizational communication. Springer-VS, Wiesbaden 1999, ISBN 3-531-13399-3 .

Magazine articles

• Relationship capital and stakeholder management. Concept and operating model. In: PR magazine. 45 (10), 2014, pp. 47-54.
• The gap in the value chain discussion. Social communication controlling through authenticity. In: PR magazine. 44 (5), 2013, pp. 64-71.

Web links

• Personnel page of Faculty III of the University of Hanover

Individual evidence

1. ↑ ^{a b} CV on prsh.de, accessed on January 27, 2016.
2. ^ Rex F. Harlow: Social Sciences in public relations - a survey and an analysis of social science literature bearing upon the practice of public relations. Harper, New York 1957.
3. ↑ ^{a b c} Dialoggesellschaft on June 5, 2014. (PDF) at jk-kom.de.
4. ^ Peter Szyszka: relationship capital . Acceptance and added value. 1st edition. Kohlhammer, Stuttgart 2017.
5. ↑ DPRG board elections: Ulrich Nies confirmed as president. (No longer available online.) Presseportal.de, archived from the original on January 31, 2016 ; accessed on January 27, 2016 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.