Autonomy in communication : Inclusion in strategic management and ethical decision‐making, a comparative case analysis

Purpose – The purpose of this paper is to examine three perspectives on autonomy: communication management or public relations autonomy, autonomy in management theory, and the autonomy of moral philosophy. Design/methodology/approach – These arguments for autonomy are combined and studied to ascertain their impact on: the contribution of the communication function to strategic management of the organization, and, the enactment of an ethics counselor role by public relations. This research examines autonomy in communication at two global organizations through 43 interviews, observation, and document analysis. Factors influencing and contributing to autonomy are discussed. Findings – Autonomy was found to be necessary for optimal contribution to strategic management and acting as ethical counsel in the public relations function. In both ways, autonomy contributes to the stature of the communication function within an organization and the development of public relations as a profession. Autonomy should be high on the research agenda of public relations scholars and a primary goal of communication professionals. Practical implications – Communication managers should work for autonomy, inclusion in the strategic management team, and a rational approach to problem solving. Originality/value – This research provides important theoretical value and enormous implications for communication professionals. Many conclusions about autonomy can be drawn from this conceptual and empirical research. Using systems and excellence theory as a framework, then building on that basis with empirical research in two world‐wide organizations, the research takes a novel approach in applying and studying the autonomy concept from moral philosophy in modern business. Data show that autonomy is necessary for excellence in communication, defending against encroachment, inclusion in strategic management, using empowering or collaborative management, and enacting the role of ethics counselor. These important implications for communication management have the potential to make business more ethically and socially responsible and to enhance the overall value of the communication function within organizations.