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

Corporate Communicator Roles

A corporate communicator may apply these basic skills to several roles. During their careers, communicators may find themselves in multiple roles. The nature of their organizations, to a large extent, helps determine the roles for which they are responsible.

Public Relations

An organization's public profile—how it is perceived, regarded, and valued by the outside world—is often one of the most critical factors in its success. Regardless of the actual quality and integrity of its products or service, an unfavorable public image can destroy (and has destroyed) an organization. Similarly, a favorable public image can boost, even if only temporarily, an organization whose products and services may be of lesser quality. ...