The field of corporate communications describes the practices organizations use to communicate as coherent corporate "bodies". Drawing on the metaphor of the body and on a variety of theories and disciplines, Corporate Communications: Convention, Complexity and Critique challenges the idealized notion that organizations can and should communicate as unified wholes. Clearly written with international vignettes and executive briefings, this book shows that in a complex world the management of communication needs to embrace multiple opinions and voices.
Chapter 2: The Scope of Integrated Communications: Apprehending an Expanding Body
The Scope of Integrated Communications: Apprehending an Expanding Body
Even though marketing has always regarded itself as an integrative practice … scholars of integrated marketing communications envision integration in a far more comprehensive sense. … integrated marketing communications takes seemingly disparate messages, melds them into one, gives them a voice and provides them with a strategically designed persona. The resulting label radiates technical competence as well as confidence.
While corporate communications is the ideal of presenting the organization as one coherent entity, integrated communications may be regarded as the ongoing endeavour to achieve that goal (Riel, 1995). The vision of corporate communication, in other words, is realized through integrated communications. Only ...