Corporate Reputation and the Discipline of Corporate Communication

This chapter looks at reputation through the lens of corporate communication starting with an overview of the historical development of corporate communication and the three dominant views: as a management discipline, as integrated communication, and as another term for public relations. This is followed by a discussion of the core concepts of image and corporate identity that provide the foundation of understanding corporate communication. Present and future research combining corporate communication is addressed along with trends impacting the field. The chapter concludes with a discussion on criticisms of some of the accepted principles supporting the field.