The dissertation deals with the interrelationship of two social phenomena - public relations and corporate governance - in the organizational field of majority state-owned enterprises, which the state has defined as strategic investments. In both the theoretical and empirical part we focused our research on the role or importance of public relations in the institutionalization of corporate governance as an institutional framework within the aforementioned organizational field, as well as vice versa: on the importance or influence of the institutional framework of corporate governance on the institutionalization of public relations and communication patterns from the organizational field in question.
We researched the social role of public relations and communication as a meaning-making process within the framework of strategic communication of the dimensions of corporate governance, which are an expression of social expectations from enterprises and the way in which the organizational meaning of dimensions of corporate governance is created, accepted and maintained (i.e. institutionalized).
In the research, we used a neo-institutional approach (i.e. the approach of new sociological or organizational institutionalism), whereby Scott's three-pillar matrix of institutions and institutionalization was adapted and expanded. To examine all three pillars of institutions and institutionalization (regulative, normative and cognitive), we used content analysis of key heteronomous and autonomous legal sources of corporate governance and public relations that apply to enterprises in the organizational field under consideration, as well as semi-structured expert interviews with members of their supervisory and management bodies and public relations practitioners.
Our findings show the strong influence of the institutional framework of corporate governance on all three pillars of public relations, especially the intertwining and mutual influence of its regulative and normative pillar of institutions, which also define the institutionalization of public relations. We found the impact of public relations only on the cognitive institutions of corporate governance.
The dissertation represents a contribution to science on both a theoretical and empirical level. Her methodological contribution lies in the extension and adaptation of Scott's analytical model of institutions and institutionalization for the purpose of dealing with both social phenomena. By using this expanded and adapted model, the dissertation also contributes empirically to science in both areas under consideration.
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