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The Public Relations Handbook, 5th Edition by Alison Theaker

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Chapter 6Public relations and corporate communication

Emma Wood

Chapter Aims

This chapter aims to aid an understanding of what corporate communication is, from both functionalist and critical perspectives, and analyse how it operates in current contexts.

Current Practice

Current practice is affected by a number of contextual developments. Our digitalised society, ‘a public arena of ongoing constructions of meanings by (self-invented) stakeholders’ (van Ruler 2015: 187) has affected communicators’ ability to control corporate messages. Pressure for ethical practice has been exacerbated by the failures in the financial sector and demands for greater organisational transparency mean that a whole range of stakeholders (including hostile and critical ...

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