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16 Mapping the Field

The importance of theory-informed practice is further strengthened by observations
from communications practice that suggest that informed reflection and the use of
established concepts from the theoretical body of knowledge are needed to bolster
the professional development and status of the corporate communications profes-
sion. Such professional development not only would lead to skill development and
empowerment of communications practitioners (moving practitioners beyond a mere
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‘craft’ orientation), but also would enhance the perceived value and accountability
of the corporate communications function in the eyes of others (notably the CEO
and senior management) and substantially increase the likelihood of the function
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having an input into decision making and the strategic direction of companies. This
book responds to this need for reflective practice, or theory informed practice, by
providing concepts, insights and findings from theory and research and stipulating
through cases and management briefs how these might inform and guide profes-
sional practice.

1.3 Theory and practice perspectives
on corporate communications

The preceding section has clarified the very different orientations of academics and
practitioners to the corporate communications field, but stressed that, amid these
differences, there needs to be an interplay of the theoretical and the practical to
advance our knowledge of the field and the professional development of practice. In
this section I continue outlining the various perspectives that have been brought to
bear upon corporate communications from both the academic and practitioner ends,
and provide an overview of the different ways in which one can look at the field.
At the theoretical end, as Figure 1.2 indicates, perspectives on corporate commu-
nications have been informed and guided by both communications theory and
management theory, offering academic researchers various theoretical frameworks to
describe, map and explain how organizations communicate and manage relationships
with individuals and groups within their environments. Practice has, perhaps under-
standably, been more concerned with the question of what competencies and skills are
needed to ‘do the job’ and with the trajectories of professional development involved.

communications theory skills and tactics

FIELD OF

theoretical professional
inquiry practice

CORPORATE COMMUNICATIONS
management theory management competencies

Figure 1.2 Theory and practice perspectives on corporate communications