Corporate communication through nonviolent rhetoric: Environmental, agency and methodological prerequisites

Abstract

Purpose

The purpose of this paper is to examine some of the problems associated with the prevailing rhetoric in corporate communication. It proposes the consideration of nonviolent rhetorical approaches.

Design/methodology/approach

This paper explains corporate communication's affinity for aggressive, militaristic language in terms of constraint of time, and expediency and efficiency of standardized communication strategies designed for large‐scale effectiveness. However, such communication strategies run the risk of dehumanizing the intended targets, distancing the individuals, and compromising socially responsible corporate behavior. The recent corporate scandals of unprecedented scale, occurring in spite of vast improvements in communication theory and technology, have highlighted the need for alternative approaches to corporate communication. Further, it examines the prerequisites that must exist for corporate communication based on nonviolent rhetoric to be effective. The conditions that must be present in the environment, in the corporation or its agent, and in the method of communication, for nonviolent rhetoric to prove effective are discussed.

Findings

Corporations seek to establish and modify relationships by influencing stakeholder beliefs, values, expectations and needs. Corporate rhetorical success is reflected in enhanced reputation and respectability, which in turn has significant economic consequences. To achieve these ends, corporations expend considerable effort on communication to educate, entertain and inform their stakeholders. Yet, scholars have generally neglected to study role of rhetoric and language in public relations.

Originality/value

This paper would be of value to researchers and practitioners, in the fields of corporate communication, organizational communication, public relations, and strategic management, seeking to promote, practice or otherwise influence socially responsible corporate behavior.

Citation

Dhir, K.S. (2006), "Corporate communication through nonviolent rhetoric: Environmental, agency and methodological prerequisites", Corporate Communications: An International Journal, Vol. 11 No. 3, pp. 249-266. https://doi.org/10.1108/13563280610680830