Theory and practice converge: a proposed set of corporate communication principles

Abstract

Purpose -To report on empirical research which tested the use and value of ten specific characteristics of communication, the principles of authentic communication, and based on the findings, to recommend them as corporate communication best practices. Design/methodology/approach -The principles of authentic communication were grounded in both professional and academic literature to establish their applicability in corporate communication and their role in cultivating symmetrical communication. A survey was mailed to large US water utilities to determine various aspects of their communication programs. Analyses were conducted using SPSS. Findings -Data analyses showed that all ten principles of authentic communication were correlated with communication success. Research limitations/implications -Limitations of the study include a fairly low response rate and the self reporting of success. Suggestions for further research are testing the principles with larger samples, in different industries, and/or in a multiple-industry mix. In addition, defining the concept of success within the survey instrument might render insight into the respondents' interpretations of the term. Practical implications -Based on this study, it is recommended that the principles of authentic communication be utilized to a high degree in professional practice. Originality/value -Although each principle has been recognized in communication literature, it is the first time that these ten characteristics have been specified as a set of ten and have been shown through empirical research to be correlated with success. The value of this work is that it provides hard evidence to support the use and value of the principles of authentic communication in corporate communication.

IT employees' brand attitudes and the role of internal corporate communication: a survey of Indian IT industry

“…An important finding is that 'communication standards' (Gruing, 2001;Bishop, 2006) which has been explored as a variable for the first time in relation with internal branding has emerged as an important determinant of employee brand supportive behaviour of Indian IT services employees (refer CSD beta values in Table 3, Table 4, Table 5 and Table 6). This study provides empirical evidence supporting that ICC has a positive impact on brand identification, brand commitment, brand loyalty and brand performance.…”

Symmetrical versus asymmetrical company‐investor communications via the internet

“…These facilities could be used to encourage a dialogue with investors to develop a more symmetrical corporate communications process (Desmond, 2000). Within the corporate communications literature, the use of two-way symmetrical communication generally is considered an important element in excellent corporate communication and public relations that is increasingly relevant for companies that operate in an environment that demands transparency (Bishop, 2004). The need for a more symmetrical interaction between companies and investors has received more interest as it is CCIJ 12,2 recognised that building a long-term interaction with investors may become an increasingly important element in a corporate communications strategy of public companies (Dolphin, 2004).…”

Entre o mim, o outro e o nós: a percepção da autenticidade nas marcas. Identificação, compartilhamento e avaliação

“…Relações Públicas oferece reflexões na gestão da comunicação organizacional de relacionamento MOLLEDA, 2010;BISHOP, 2006).…”

“…No campo das Relações Públicas, Bishop (2006) tratou de pesquisar quais seriam os elementos constitutivos de uma comunicação autêntica das empresas.…”

“…Para Bishop (2006), a organização para ser autêntica deve lidar com questões como abertura, confiança, envolvimento, investimento e compromisso, dimensões das relações públicas que são compartilhadas com o uso de uma comunicação: clara, relevante, oportuna, verdadeira, fundamental, abrangente, consistente, acessível, atenciosa e sensível ao feedback.…”