Communication Maturity: The Next Big Thing? A Critical Review of Maturity Models in Strategic Communication and Their Contribution to Measurement & Evaluation and Excellence

Abstract

This conceptual study investigates the growing debate on maturity and maturity models in strategic communication. Despite its omnipresence in business practice, research on the topic is scarce. The article tries to close the research gap by introducing a sound theoretical foundation for the concept of communication maturity that provides scholars and practitioners with insights into when and how maturity models can be successfully applied. It critically reviews the existing academic literature on communication maturity as well as maturity models developed in practice. An integrative and generic definition of communication maturity comprising six central characteristics is introduced. The research contributes to the body of knowledge by positioning the concept within the discourse on value creation in communications. Communication maturity can be understood as a bridging concept between communication measurement & evaluation and excellence.