Corporate Communications: An International Journal: Volume 5 Issue 2

Corporate communication: the American picture

Michael B. Goodman

Explores corporate communication as a global business practice and as an academic field of study. Presents the strategic nature of corporate communication, current practices…

Public relations research: a tripartite model

Larissa A. Grunig

Explores the resurgence of interest in public relations as relationship building; and the three‐stage model that has been developed to research this. Concludes that the present…

Social capital: reconceptualizing the bottom line

Vincent Hazleton, William Kennan

Examines social capital as a theoretic construct with the potential to enhance our understanding of public relations contribution to the organizational bottom line. There are…

Content analysis of Fortune 100 company Web sites

Monica Perry, Charles Bodkin

Discusses the results of content analysis of the Web sites of Fortune 100 companies, carried out to identify the mix of promotional activities on their Web sites. Specifically, we…

Viewing the corporate community as a knowledge network

William Swan, Nigel Langford, Ian Watson, Richard J. Varey

The inter‐organizational network is becoming an increasingly common form of organization. The majority of trade is carried out between organizations, rather than organizations and…

Internet communication: the Italian SME case

Tiziano Vescovi

Describes how an Italian university business school (CUOA) is collaborating with a group of ten small and medium enterprises (SMEs), to develop Internet communication strategies…

Corporate design: a tool for testing

Gorm Gabrielsen, Tore Kristensen, Flemming Hansen

Affirms the great need for corporate designs, yet states that the tests most frequently used are certainly not comprehensive. The reasons for these “partial” tests are explored…

Corporate image: an audience centred model

Joep Cornelissen

Considers three propositions that highlight the need for a greater emphasis on the receiver perspective within corporate communication. Consequently, a new conceptual model for…