Corporate comunication: comunication or corporate governance integration?
Corporate comunication: comunication or corporate governance integration?

Summary/Abstract: This article argues that corporate communication, though often seen as public relations or integrated communications with a different label, actually refers not only to the integration of different organizational communication programs and practices, but also reflects another type of integration – the integration within corporate governance. In the personal opinion of Cees van Riel, corporate communication is a framework in which all communication specialists integrate the totality of the organizational message. But we can also trace the movement of the concept of corporate communication towards the strategic management function. Now more often communication professionals are seen as advisors to CEOs and as participants in decisions about strategy and its implementation; they occupy the senior leadership positions. Usually changes in the strategic direction affect stakeholders; new communication plans are needed to implement the new strategy, culture, identity and vision of the organization. Strategic communication is becoming a topic of corporate governance theories and practices based on the idea of sustainable approach to business, which values relationships with a range of stakeholders. The problems of corporate responsibility, public accountability, accessibility of corporate information are becoming the matter of concern not only for communication specialists but also for CEOs, and corporate communication is becoming more integrated into corporate governance.

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