Integrated Corporate Communication: A Competing Values Perspective
35 Pages Posted: 8 Jan 2018
Date Written: January 3, 2018
We review the divergent field of corporate communication and provide a rationale for using an organizing schema to help group and differentiate common functions, stakeholders, and message orientations. First, we discuss the importance of delineating the intellectual boundaries of corporate communication and the efficacy of using an integrated framework. Second, we propose the Competing Values Framework as a lens with which to categorize communication functions. Third, we highlight the benefits of using the framework to map out stakeholders and tailor appropriate message orientations to their needs and interests. Fourth, we demonstrate the utility of the integrated framework in providing a fuller and more consequential view of corporate communication events and activities using a case study about Chipotle, which experienced an E. coli outbreak in 2015-2017. Finally, we provide practical implications and directions for future research.
Keywords: Integrated Corporate Communication, Competing Values Framework, Stakeholders, Message Orientations, Strategic PR Planning
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