Corporate communication and strategic management: history, operational concept and integration

摘要

There are divergent views within the literature as to what is meant by corporate communication. In this article, the authors discuss three main areas, which covered the history, the operational concepts and last the integration of corporate communication with strategic management. Currently, international companies are increasingly emphasizing their corporate communication in trying to project a favorable image and reputation that in line with the company's strategic management. Ongoing trends such as globalization a strategic corporate communication have accelerated the need to coordinate and harmonize companies' disparate global identities and images. This paper seeks to establish the rationale behind the strategic corporate communication program, while looking at issues pertaining to it operational concept, and integration with the strategic management. The wide variety of literature relating to history, concept and integration of corporate communication will be discuses, mainly from a strategic management perspective.