Corporate Communication. A Guide to Theory and Practice

Citation

Langer, R. (2009), "Corporate Communication. A Guide to Theory and Practice", Corporate Communications: An International Journal, Vol. 14 No. 1, pp. 119-120. https://doi.org/10.1108/13563280910931117

In 2004, Sage published Corporate Communications – Theory and Practice by Joep Cornelissen. With only a few research‐based introductions on the market at that time – such as the books by Argenti and van Riel – this book was soon to become a widely read and acknowledged introduction to the field of corporate communication.

Just four year later, in 2008, Cornelissen and Sage publish with Corporate Communication – A Guide to Theory and Practice a second edition, which is motivated with reference to recent high‐profile scandals and reputation management disasters in the corporate world (WorldCom, Enron, Martha Stewart, etc.). Hence, the author argues, “executives and practitioners need to be empowered with a way of thinking and with tools that can help them navigate” (p. xi). Moreover, a second edition appears to be motivated by the author's profound knowledge about and involvement in most recent developments in the vibrant field of corporate communication research.

Calling this new book a second edition is a rather humble announcement and characteristic, as the book appears to be much more: still true and faithful to its predecessor, it is a by all means re‐structured, revised and updated text that includes extensions, new chapters and case materials. Also, the author is aware of the relevance of corporate communication for public sector and nongovernmental organisations, as indicated by the replacement of the term “firm” with the term “organization” in figures and by a brief treatment of public sector and professional service organizations in separate sections (pp. 135‐6).

Whereas the first edition was structured in three parts, this second edition is structured in four parts. The first part (Chapters 1 and 2) introduces to corporate communication in a historical perspective. Particularly, the author discusses marketing and public relations as distinct but complementary disciplines and presents his view on corporate communication as a field of management within organizations. Conceptual foundations and key concepts of corporate communication are presented in Chapter 3 (stakeholder communication and CSR) and Chapter 4 (corporate identity, image and reputation), i.e. these foundations and concepts are spelled out in further details and depth in a separate part of the book. The third part (Chapters 5, 6 and 7) addresses corporate communication in practice by focussing on communication strategy and planning, the organization of corporate communication, and the roles and professional development of communication practitioners. A new fourth part introduces in three new chapters to specialist areas in corporate communication (media relations, internal and change communication, issues and crisis management). Finally, a new and interesting integrated case study of Toyota at the end of the book connects the different themes of the book. A comprehensive glossary provides definitions of key terms in corporate communication, up‐to‐date references at the end of each chapter invite to further reading and, on the companion web site of the book, the author and publisher offer powerpoint slides as a friendly supplement to readers.

I feel confident that this second edition will even be more joyful course literature for both students and instructors, as it is my general impression that this second edition comes even closer in meeting the author's own ambition to meet and maximize his three success criteria (depth, breadth and relevance) for the book to the best possible extent. It is indeed a comprehensive and up‐to‐date treatment of corporate communication from a management perspective. Most notably, the new structure, chapters and case studies demonstrate a very clear treatment of the subject and include all contemporary and important themes within the remit of corporate communication. The specific focus on stakeholder communication, CSR, corporate identity, image and reputation reflects why corporate communication has experienced such recent growth and attention in both managerial practice and research. Throughout and with this book, the author makes a clear and convincing case when arguing that further professional development of corporate communication depends on a change in perception and self‐perception of communication from a peripheral management discipline, where professional communicators are regarded and regard themselves primarily as technicians with professional skills, to an enacted management function based on professional knowledge and competencies.

As the management perspective is programmatic for the book, alternative perspectives on corporate communication are – although partly included in the book's ruminations of the field – considered of secondary importance. This invites to further discussions of issues and themes not explicitly addressed by the book, such as how to handle conflicting interests among different stakeholders, corporate greenwashing, (inter‐)cultural aspects in corporate communication, limitations and specific problems when transferring corporate communication concepts to public sector and nongovernmental organizations, or the role of digitalization for current communication practice. Whether all communication should be structurally centralized in a single department (as recommended in the book) or whether increased vertical and horizontal integration across different organizational departments (eventually on a project basis) is the most appropriate response to contemporary challenges for organizations and corporate communicators can also be discussed further. But the concise and focused management perspective on corporate communication is an advantage of the book, leaving plenty of space to combine the text with further discussions of corporate communication from critical, rhetorical or postmodern perspectives in other introductions to corporate communication.