Commandment 4

Embedded: Influence Through Communicative Leadership
  • Ralph Tench
  • Dejan Verčič
  • Ansgar Zerfass
  • Ángeles Moreno
  • Piet Verhoeven


In the previous chapters we have seen how communication helps the organisation to be related to the dynamic of the world. To make this happen communication departments need also to be completely embedded into the organisation they work for. That is the fourth commandment in this book: excellent communication departments are embedded in the organisation they work for and the organisation is effectively embedded in the societal, cultural and social spaces they are part of (see Box 14). A prerequisite for being embedded is effective leadership. Communication professionals have to show leadership to be able to become embedded in the organisation and the organisation has to show leadership to become embedded in its surroundings.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Ralph Tench
    • 1
  • Dejan Verčič
    • 2
  • Ansgar Zerfass
    • 3
  • Ángeles Moreno
    • 4
  • Piet Verhoeven
    • 5
  1. 1.Leeds Beckett UniversityLeedsUnited Kingdom
  2. 2.University of LjubljanaLjubljanaSlovenia
  3. 3.University of LeipzigLeipzigGermany
  4. 4.Universidad Rey Juan CarlosMadridSpain
  5. 5.University of AmsterdamAmsterdamThe Netherlands

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