Page 104 - Corporate Communication

Cornelissen-04.qxd 10/9/2004 9:04 AM Page 93

PART 2
CORPORATE COMMUNICATIONS

IN PRACTICE

The first three chapters in Part 1 of the book circumscribed theory and practice
perspectives on corporate communications and introduced the strategic management
approach that is central to this book. Key theoretical concepts such as stakeholder,
identity and reputation were discussed, the purpose of which is to help readers think
about corporate communications and the strategic problems and complexities involved. It
is important to understand, however, that understanding these theoretical concepts alone
does not really indicate or describe how corporate communications is actually practised in
organizations, in terms of how communications strategies are developed, how
communication disciplines (advertising, direct marketing, employee communications,
media relations, etc.) are organized, and the types of roles carried out by communications
practitioners.
Part 2 of the book departs from this point and includes separate chapters on three
topics within the practice of corporate communications: strategy, structure and
people. Themes addressed in the strategy chapter are the nature and process of
communications strategy development, and the link between corporate, market
and communications strategies. The chapter on the structuring, or rather organization,
of communications discusses the various ways in which communications disciplines and
the staff involved can be organized to secure the strategic input of communications into
corporate decision making and to enable the integration of their work. The final chapter
on people discusses the competencies and skills of communications practitioners, and the
trajectories of professional development involved.
After reading Part 2, the reader should have an intimate understanding of the practice
and practicalities concerning corporate communications, and be able to put that
understanding into use.