Evolution Of Corporate Communication

723 Words3 Pages
Howard (1992) stresses how essential it is that the communications director reports directly to the top management. Bowman and Ellis (1969) confirm that the communications director should have a core role in the management structure. Their view is that the particular knowledge and skills of the practitioner justify his place at the decision making table. Lauzen (1995) suggests that the exclusion of communication practitioners from this decision-making process reduces corporate communications to a low category support function. A certain way of confirming the status of the practitioner is to note to whom he reports (Simon, 1986). In most cases, a company’s view of the role of a communication practitioner depends on the view of other organisations…show more content…
This however changed with time as organisations acknowledged the need to constantly keep in contact with not only their markets, but all those who can impact on their operations. In today’s business environment, it is commonplace to find people using the terms marketing communication and corporate communication interchangeably. According to Nagaokar (2006), marketing communication is an aspect of corporate communication. In essence, corporate communication is the shell that encompasses communication in an organisation and marketing communication is one among many other communication functions of the corporate body. Below is a structure illustrating this. Corporate communication entails the following: Fundamental element of managing brand’s reputation; Media coverage which creates more credibility than only advertising and is mostly used to increase product recognition, establish a brand identity and align with the target…show more content…
He gathered his data through personal interviews with forty two (42) employees of firms dealing with publishing, observation and secondary sources of data such as documents to gather information. The study established that information needs of publishing personnel included the following: information on authors who could write saleable books, market and marketing information, customers' information such as names, addresses and telephone numbers, competitors' information such as their products and the marketing channels they used, pricing information, information on suppliers of raw materials and providers of services, financial information, internal statistical information such as the number of books in stock and internal personnel information. This study also established that publishing personnel attempted to satisfy their information needs by consulting sources of information such as colleagues, books, journals and newspapers. The research showed that these sources of information were not enough to meet their information needs. Introduction of modern methods of information handling and processing was recommended as a result of this study. This study has one major limitation in the final analysis. The conclusion has been limited to technological advancement leaving out the significance of improving the human resource providing the communication services. Even if advanced technology
Open Document