Blackwell Reference Online

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For some, communication management is a special way of managing; for others it is the steering of all communications in the context of the organization; for yet others it is the same as →  Public Relations (PR), i.e. managing communication itself. This entry features the second approach, i.e., communication management as the steering of all communications in the context of the organization (→  Organizational Communication ; Corporate Communication ). In order to understand communication management, it is important to first discuss the different communications functions within an organization. A prevailing view today is of corporate communication as defined by van Riel (1995) . His definition includes organizational communication, marketing communication, and management communication (→  Marketing: Communication Tools ). Organizational communication in this context is seen as PR activities, or communications between (and to) all other stakeholders than consumers and the organization. Marketing communication is typically communication directed at customers (B2B or B2C), and management communication is defined as that between managers and stakeholders. Others view van Riel's umbrella definition not as corporate communication but rather as organizational communication. Corporate communication is thus the typical PR function. In this view, organizational communication is seen as encompassing ... log in or subscribe to read full text