Corporate Communications

Abstract

Corporate communications is a specialism which focuses on the management of the relationship between an organisation and its stakeholders, and its core proposition is that effective corporate communications contributes to the competitive advantage of organisations. The responsibility of corporate communications professionals is to maintain and develop communication as a capability which enables an organisation to compete effectively in its market and reconfigure its internal resources in the face of changes in the competitive landscape. It does this in a variety of ways, both directly and indirectly. It enables the organisation to formulate and implement its strategic goals; it contributes towards building a positive reputation among important stakeholders (and thereby influence the financial bottom-line); it protects the organisation against external threats which could damage its reputation or financial viability; and it enables the organisation to identify opportunities in its external competitive environment and respond effectively to them.

Keywords: capabilities, strategy, communication, organisational networks, stakeholders

JEL Classification: L2, M1