Corporate Communication

• The purpose of corporate communication (or frameworks for practice)
• Corporate communication in practice
• The organisational context: how corporate communication fits into organisational structures

Upon completion of this course, you will be able to understand:

• How corporate communication is conceptualised and practiced, recognising the implications of different perspectives.
• The influence of different ways of conceptualising corporate communication (from a marketing as opposed to a PR or organisational communication mindset) when reviewing public relations practice and the implications of this.
• How to select effective frameworks for analysing the purpose and practice of corporate communication – using concepts of legitimacy and social capital – to identify key objectives.
• That the ability to practice corporate communication in particular ways is affected by how the function is placed within (or integrated into) organisational structures.