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4 Preface

integrated into a comprehensive and contemporary overview of the corporate
communications field.
The book takes the view that corporate communications is a field of manage-
ment within organizations, and that not only our understanding of it but also the
development of the field (as both a discipline and practice) is best served by a man-
agement spectre.This means that alternative perspectives on corporate communica-
tions such as the critical and rhetorical accounts that consider the role and effect of
communications at the macro level, at the level of society, are included in the book’s
ruminations of the field, yet are considered of secondary importance in view of the
core management perspective and theme of the book.
In framing, addressing and synthesizing corporate communications as an area of
management, the book starts with the existing academic and practitioner works and
their respective accounts of the current status and role of the profession. However, in
addressing issues about the future shape and development of the field of corporate
communications (as a discipline and practice),the book will be more aspirational and
adventurous. In organizing the chapters in three parts, the book not only includes
state-of-the-art descriptions of corporate communications from both the theory and
practice ends, but also addresses professional challenges for the future.
Part 1, Mapping the Field, provides a theoretical characterization of the histori-
cal, conceptual and practical roots of the field of corporate communications, frames
the strategic management perspective upon the field, and is aspirational about the
need to broaden and anchor this perspective to further the study and practice of cor-
porate communications. Part 2, Corporate Communications in Practice, includes
three chapters that focus on the practice of corporate communications; discussing
subjects such as how corporate communications strategy is developed, how commu-
nications disciplines and activities are organized within companies, and the skills and
competencies that are required of communications practitioners. Part 3, Retrospect
and Prospect, consolidates many of the book strands with a range of theoretical,
historicist and professional arguments about the future development of the field.

Acknowledgements

In writing this book I have had a lot of help and encouragement.Andrew Lock, Phil
Harris, Danny Moss and Hanne Gardner were influential in shaping my early think-
ing and research in the corporate communications field. I have also benefited from
the wisdom of my colleagues and graduate students at the various institutions to
which I have been associated: the Manchester Metropolitan University, the
Amsterdam School of Communications Research and the Leeds University Business
School. I would also like to thank my reviewers: Ian Blackhall of the University of
Sunderland and Professor Betteke van Ruler of the University of Amsterdam. At
Sage, Delia Alfonso was an enthusiastic supporter from start to finish, providing
invaluable editorial guidance and pulling me through the writing process. Keith Von
Tersch and Rosemary Campbell have also been a great help in proofreading the
material and getting the artwork ready. Finally, I would like to thank Mirjam for her
support, and for her understanding and forbearance (all those lost summer days!).