Page 187 - Corporate Communication

Cornelissen-07.qxd 10/9/2004 9:05 AM Page 175

PART 3
Retrospect and Prospect

Part 1 of the book circumscribed theory and practice perspectives on corporate
communications, introduced the theoretical concepts, and provided a historical sketch of
the emergence and increasing importance of the corporate communications function
within contemporary organizations. Part 2 of the book progressed from the theoretical
overview presented in the first part and focused on the current practice and practicalities
concerning corporate communications around three major themes: strategy, structure and
people. The chapters in Part 2 also indicated that in terms of the way in which
communications is currently practised, organized and staffed, further professional
development and changes are in fact needed.
The short chapter in the final part of the book picks up on those ruminations and
weaves many of the book’s strands together into a number of scenarios and challenges
for the future development of the field.