In some ways, the role of corporate communications hasn’t changed much since it first began appearing on corporate organizational charts approximately 50 years ago. In a broad, functional sense, corporate communications continues to support business objectives by cultivating and dispensing information to key audiences, including shareholders, employees, media, analysts, legislators, regulators and others in
order to accurately project the organization. To serve these myriad audiences, corporate communications traditionally have been responsible for both internal and external communications.
There are, however, several marketplace realities that have expanded the scope of the corporate communications function, including mergers and acquisitions, downsizing, global competition, shifting business models and the rising sophistication of consumers. There is an increasing recognition of the integrated role of communications in business objectives and the necessity of the function to be viewed as a partner rather than a vendor. The use of technology has radically altered the traditional top-down method of communicating. As companies strive to implement the programs and strategies they have developed, this new approach toward communication increases in importance.