Title: Strategic communication and the entrepreneurial role of the corporate communication officer
Abstract: Considering the recent evolution of the communication/PR profession in large
organizations both private and public, many scholars agree that a process of
institutionalization is occurring. In other words, communication’s importance
has been growing, reaching in recent years a strategic position as a lever for
companies’ governance.
A first objective of this chapter is to describe, looking at management and
communication/PR literature, how and to what extent communication has
become strategic. The main hypothesis is that communication has become
strategic within companies’ governance in order to help each organization
to develop consistently – mainly in terms of values – within its environment.
A second objective is to describe, looking at the entrepreneurial organization
theory and communication/PR literature, another side of the strategic
evolution of communication, which is to help each organization to develop –
mainly in terms of services, products and reputation – as a different, or preferably
unique, entity as compared to the other organizations.
The evolution of the strategic contribution of communication/PR within
organizations’ decision-making has a strong impact on the role that corporate
communication officers (CCOs) play in organizations both on the isomorphic
and on the entrepreneurial–innovative sides of the communicational activity
they carry out to support the evolution of their organizations.
Publication Year: 2013
Publication Date: 2013-01-01
Language: en
Type: book-chapter
Indexed In: ['crossref']
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Cited By Count: 1
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