Corporate Communications: Towards an Extended and Practice-Based Theoretical Conceptualization
CORPORATE COMMUNICATIONS: TOWARDS AN EXTENDED AND
PRACTICE-BASED THEORETICAL CONCEPTUALIZATION
Joep P. Cornelissen1, Betteke Van Ruler2 and Tibor Van Bekkum3
CORPORATE COMMUNICATIONS: TOWARDS AN EXTENDED AND
PRACTICE-BASED THEORETICAL CONCEPTUALIZATION
Abstract
References to the role of corporate communications (CC) in firm-stakeholder interactions have burgeoned in recent years. Indeed, it is increasingly recognized that CC has emerged as an important managerial function for organizations to gather, relay and interpret information from stakeholders and the environment as well as to represent the organization to the outside world. This recognition has been reflected in many commentaries within the strategic management and public relations literatures directly or indirectly discussing the role and use of CC around concepts as ‘corporate identity’,
‘stakeholder relationships’ and ‘reputation management’. To date, these commentaries on
CC have been fragmented and limited in focus. They have been particularly focused on either communication tactics or the stakeholder effects and outcomes (e.g., images, reputations, relationships) established, whilst paying very little attention to the managerial activities and professional issues (inside the organization) that define CC as a managerial function. To order and advance this work, the authors review prior theoretical and empirical work on communications management and draw upon a set of case studies of European firms (Nokia, Shell, Siemens and Philips) to circumscribe and conceptualize the issues and activities that define CC as a managerial function. The implications of this extended, practice-based conceptualization of CC for management theory, practice, and research are discussed.
2
CORPORATE COMMUNICATIONS: TOWARDS AN EXTENDED
THEORETICAL CONCEPTUALIZATION
There is a widespread belief in both the academic and professional worlds that in today’s society the future of any one
PRACTICE-BASED THEORETICAL CONCEPTUALIZATION
Joep P. Cornelissen1, Betteke Van Ruler2 and Tibor Van Bekkum3
CORPORATE COMMUNICATIONS: TOWARDS AN EXTENDED AND
PRACTICE-BASED THEORETICAL CONCEPTUALIZATION
Abstract
References to the role of corporate communications (CC) in firm-stakeholder interactions have burgeoned in recent years. Indeed, it is increasingly recognized that CC has emerged as an important managerial function for organizations to gather, relay and interpret information from stakeholders and the environment as well as to represent the organization to the outside world. This recognition has been reflected in many commentaries within the strategic management and public relations literatures directly or indirectly discussing the role and use of CC around concepts as ‘corporate identity’,
‘stakeholder relationships’ and ‘reputation management’. To date, these commentaries on
CC have been fragmented and limited in focus. They have been particularly focused on either communication tactics or the stakeholder effects and outcomes (e.g., images, reputations, relationships) established, whilst paying very little attention to the managerial activities and professional issues (inside the organization) that define CC as a managerial function. To order and advance this work, the authors review prior theoretical and empirical work on communications management and draw upon a set of case studies of European firms (Nokia, Shell, Siemens and Philips) to circumscribe and conceptualize the issues and activities that define CC as a managerial function. The implications of this extended, practice-based conceptualization of CC for management theory, practice, and research are discussed.
2
CORPORATE COMMUNICATIONS: TOWARDS AN EXTENDED
THEORETICAL CONCEPTUALIZATION
There is a widespread belief in both the academic and professional worlds that in today’s society the future of any one