CHAPTER 2

Corporate Communication and Contemporary Business Challenges

Corporate Communication as a Strategic Management Function

At the end of the 19th century and early in the 20th, John D. Rockefeller, the founder of what is now ExxonMobil, had a problem relating to the people of New York. His advisor Ivy Lee counseled him to give nickels to the children that he encountered on his walk to work. These were certainly inauspicious beginnings for the corporate communication profession.

By mid-century Arthur W. Page, senior vice president and board member at AT&T counseled his colleagues on the future direction of the corporation. The society that bears his name—The Arthur W. Page Society—has codified his advice in the Page Principles:

• Tell ...

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