The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

CHAPTER EIGHT

STRATEGIC APPROACHES TO MANAGING THE COMMUNICATIONS FUNCTION

Diane M. Gayeski

Communication activity in organizations happens all the time—it is a natural and necessary means through which individuals accomplish tasks, coordinate activities with others, and forge relationships. For the most part, people as individuals speak for themselves. But who speaks for the company, both to internal and external audiences? The formal aspects of communication—establishing and managing the voice of the company—are the responsibility of professional communicators. These functions include:

• External communication, such as investor relations, media relations, public relations (PR), government and community affairs, philanthropy, corporate websites ...