Corporate Communications as a Direction of Public Relations: Theoretical and Historical Aspects

Abstract

The article studies the origins and the world historical experience of corporate communications branch which with the growth and globalization of large business in the early XX century was separated into an independent public relations sphere of activity. The attempt has been made to generalize and to structure the acquired theoretical material dedicated to this topic. Based on the analysis of English-language scientific sources the corporate communications concept is characterized and its connection with other related areas including media activities is studied. The object of the study is considered through a historical prism as a set of management and communication approaches of business organizations aimed at effective interaction with internal and external stakeholders, harmonization of relations with society, management functions implementation, brand promotion, and business development in general. The influence of the most important historical events, certain companies, and individuals on the corporate communications evolution is traced. It is described how the historical realities affected the establishment of the studied concept, the peculiarities of its implementation, as well as transformations in the modern business and social and communication environment. It is proved that the corporate communications history largely coincides with the general chronology of public relations but at the same time has its clear line. The maturity, global nature, rich content, and practical significance of this activity for both business and society are demonstrated. One of the conclusions is that corporate communications integrate a number of applied management functions, covering the various communication roles, activities and tools due to a set of historical factors, and public relations is a macro-phenomenon under the auspices of which corporate communications have been formed and continue to develop.

Modern Business: Communication Aspects of the Company's Activity

“…In this regard, it is important to pay attention to what approaches exist to understanding corporate communications in scientific discourse.For the first time, the term «corporate communications» appeared in 1972, when the American magazine «Fortune» held a seminar on this topic, which later captured the attention of the audience and became the object of detailed research. Despite the fact that in recent years there have been many discussions about the definition of this concept, there is still no clear and complete vision of this phenomenon.Thus, for example, J. Cornelissen says that corporate communications «is a branch of public relations responsible for the supervision and coordination of work performed in various special areas: media relations, external and internal communications» [2]. Ukrainian scientist D. Oltarzhevsky shares this point of view.Researchers I. Shovkun and Ya.…”

“…Thus, for example, J. Cornelissen says that corporate communications «is a branch of public relations responsible for the supervision and coordination of work performed in various special areas: media relations, external and internal communications» [2]. Ukrainian scientist D. Oltarzhevsky shares this point of view.…”