This paper explores the integration of corporate and marketing communication in tomorrow’s company, and discusses a model of the corporate communication system of managing. It defines the need for a total stakeholder perspective and to integrate communication activities around...

This paper examines the arrangements made for innovation, research and development in professional service firms, particularly management and public relations consultancies. The paper compares arrangements made in management and public relations consultancies, drawing on the experience of...

Public relations practitioners continue to lament the fact that their contribution to management is not taken seriously nor given sufficient weight. This paper examines some of the obstacles to management acceptance of public relations’ contribution to important management tasks. The paper...