After reading the chapter, you will learn:
What corporate communication is
The evolution of corporate communication and its present-day relevance
Roots of corporate communication in India
The role and scope of corporate communication
Functions of corporate communication
Why the need for corporate communication is felt strongly, especially now.

nexusstc/Corporate Communication: Concepts and Practice/0e342c8eb44ca6b2c5fc8dd630b48d44.pdf

Jaishri Jethwaney

Taylor & Francis Ltd

Taylor & Francis (Unlimited), New Delhi, 2024

United Kingdom and Ireland, United Kingdom

1, 2023

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Corporate Communication: Concepts and Practice—a comprehensive and engaging textbook—helps in understanding the underlying concepts and real-life strategies of communication in modern-day corporate set-ups. One of the youngest management disciplines, corporate communication is used by companies to position themselves to the outside world in a highly competitive business environment and to build a “sense of being,” on the one hand, and creating a feeling of pride in being associated with the company for various stakeholders, especially the employees and investors.Some of the functions of corporate communication include identifying and segmenting stakeholders, articulating brand positioning, selecting appropriate channels of internal and external communication, and managing crises, conflicts, and reputations, among others. This revised edition offers a fresh perspective into all basic and critical aspects of corporate communication and incorporates the latest changes in governmental policies and industry trends to aid students adapt to the contemporary business environment and become industry-ready.This book will be of great interest to students and researchers working in the areas of corporate communication, organizational communication, journalism, mass communication, communication studies, public relations, and human resource management.

2025-11-09