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Corporate communication management: Considerations for its study and practice

Abstract:

Introduction. This article presents an approach to the identification and definition of categories, components and elements that allow us to approach the study and practice of Corporate Communication Management as a strategic tool for achieving institutional objectives. Method. We conducted a literature review in order to identify the distinct contributions of different authors whose work relates to the study of Corporate Communication. Results. Contributions from different disciplines have produced varying conceptions of Corporate Communication, making its definition the product of individual interpretation and preventing objective understanding of its theoretical importance and practical application. Conclusion. In this regard, this article’s purpose is to reflect on the analytical foundations and relationships between the contributions considered here, thus providing a proposed definition that enables Corporate Communication’s application by academics, professionals and students interested in the subject.