Corporate Communications: A Practice Oriented Approach
The function of corporate communication is increasing in importance day by day. The evolutionary nature of the profession necessitates an investigation into the way it is practiced. The study aims at identifying the important themes, issues and challenges facing the field. The present study is a qualitative research done using in-depth interviews with heads of Corporate Communications of thirteen organizations from diverse sectors. It identified the roles and activities, structural organization, strategic contribution, cultural factors and training issues in the corporate communication function. It also identified the hindrances to the growth of the profession, its evolution and the likely future. In the end the paper identifies the strategic issues, challenges and interventions required to catapult the profession into the big league as marketing or finance.
Key words: A practice oriented approach, corporate communication, dominant roles, Nomenclatures, Role of PR agency, strategic contribution, metrics for measurement
