Page 16 - Corporate Communication

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PART 1
MAPPING THE FIELD

This book is about organizations and the way in which they respond and adapt (or fail
to adapt) to the world around them through the use of communications. The things they
communicate to adapt over time fall within the remit of corporate communications
programmes, and the process of organizing and planning for these programmes as well
as executing them is called management. Although the word ‘management’ often calls to
mind a deliberate, rational process, communications programmes of organizations are not
always shaped in that way. Sometimes, they come about by reactions to sudden crises, or
as the result of political activity within the organization. The management of corporate
communications, and how organizations can do this in a strategic manner – that is, by
supporting and organizing the corporate communications function in such a way that
corporate objectives are met and the organization as a whole is served – is the subject of
this book.
In Part 1, we explore the basic themes and concepts that are used in discussing
corporate communications, and provide a framework for the strategic management of
corporate communications that will serve as a guide to the field (and the remainder of
this book). Themes addressed include theory and practice perspectives on corporate
communications, the definition of corporate communications vis-à-vis concepts such as
business communications, public relations and marketing, and the centrality of the
stakeholder, corporate identity and reputation concepts to the corporate communications
function.
After reading Part 1, the reader should be familiar with the basic vocabulary and
concepts of corporate communications, the strategic management perspective on it, and
the importance of stakeholder management for contemporary organizations.