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Corporate Communication - Research Paper Example

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It has become an inevitable part of the managerial and marketing tool of any organisation that aims to develop a respectable brand image and identity. According to Goodman,…
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Corporate Communication
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Corporate Communication

Download file to see previous pages... In order to analyse its theoretical framework, many scholars have developed several corporate communication theories like critical theory, co-orientation theory, discourse theory, stakeholder communication theory etc.
Critical theory is the one most popularly used to study the network of communication in an organisation. The framework of critical theory helps to examine the complications and “contradictions of marginalization and resistance” in an organisation as well as in the society (Littlejohn & Foss, 2009, p.237). Vary explained that “the adoption of critical theory provides a means of viewing again the notion of knowledge management in terms of the ethics of human communication and allows the questioning of the centrally of rational decision making as basis of managing” (Babos & Peterson, n.d.). This theory emphasises on knowledge and advocates it as the most necessary element for developing a sound communication system. ‘Communication for stakeholders’ is the latest theory that helps to develop the framework for managing an efficient communication system with the stakeholders. This theory analyses the importance of corporate communication in strategic management of stakeholders. Cornelissen has divided the stakeholders into two groups. These are contractual stakeholders and community stakeholder. This theory focuses on establishing communication with each group of stakeholders (Cornelissen, 2004, p.59).
Corporate identity attempts to provide an organisation with a unique brand image that differentiates the host from its close competitors. Hatch and Schultz defined corporate identity as a “symbolic construction” that must be communicated by the decision makers to its employees (Melewar, 2008, p.15). Once the management successfully delivers the objective of corporate identity, the employees must understand their responsibility of developing the organisational culture. In recent years, the urge of gaining corporate identity in business ...Download file to see next pagesRead More
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