Looks at developments in corporate communications during the twentieth century. Reveals that communication between organizations and their publics during the twentieth century has been changing and substantially improving due to a changing society, corporate values, information technology, enhanced connectivity and shared values among nations. Also notes that businesses are beginning to equally focus on both products and consumers, and have been moving from the traditional unidirectional approach to contemporary multidirectional approaches to integrated communication. Concludes that the success or failure of business no longer affects just a few individuals or stakeholders and in time, there may be less dialectical tension between the corporate communication profession, business and society as a whole.
Corporate Communications: An International Journal – Emerald Publishing
Published: Sep 1, 2004
Keywords: Corporate communications; Public relations; History; Mass media; Communications technologies; Social change
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