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Papers from the CCI Conference on Communications 2005. Dr Michael B. Goodman
Introduction
Why propose a new set of principles for corporate communication? Everyday, professionals have to provide bosses, CEOs, and clients with answers to the question: what's the best way to communicate this? "This" may be layoffs, the introduction of a new product or service, building a new plant, a price increase, a drop in earnings, a regulatory infraction, a product recall, or a host of other issues and topics depending on the organization and industry. Upon being asked the question: what's the best way to communicate this?, the corporate communication professional typically launches into the following thought process: with whom should we communicate? What should we say? Through what channels? And, especially if the organization practices two-way symmetrical communication, when and how can we elicit and incorporate stakeholder views? These considerations reflect the components of basic communication theory, that is, the circular loop of source, message, channel, receiver, feedback. The questions represent an example of theory merged with practice, of theory in action.
While scholars work on finding systematic research-based answers to the questions above, professionals often are forced to answer them on the spot, without the benefit of extensive research and analysis. Thus, it is useful for professionals to have guidelines, rules, best practices, or principles to guide their answers. The notion of rules for communication is neither unique nor new ([41] Pearson, 1989b). Indeed, theories, guidelines, and advice on corporate communication abound, from both scholarly and professional perspectives. Books, periodicals, and conferences showcase a myriad of research studies and experience-based ideas on communication campaigns, programs, and projects, from strategy development to media relations tips. For example, the Public Relations Society of America's monthly broadsheet, Tactics , publishes how-to and best-practices articles on a range of communication activities such as media relations, internal communication, and web communication. On the scholarly side, journals such as Journal of Public Relations Research publish both theoretical studies and empirical research on communication policies and practices. Thus, how to communicate appropriately, effectively, and successfully is the focus of much professional and scholarly attention, some theoretical, some based on analysis of and reflection on practice, and some supported by research.
This paper will add to this confluence by...