Communication management concerns the systematic organization, planning, and management of formal communication both internally and externally by organizations and is fundamental to building corporate reputation. Sometimes referred to as strategic communication, the defining characteristic of communication management is that it is structured, deliberate, strategic, and usually long-term. This is in contrast to reactive communication, which is usually tactical and designed to deal with communication issues and opportunities as they arise in an unplanned manner. This entry covers four aspects of communication management as it relates to corporate reputation: (1) context, (2) contribution, (3) planning, and (4) structure.


Those who are effective in communication and ongoing reputation management understand the external and internal contexts in which their work takes place. This involves a deep appreciation of the ...

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