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Conscious corporate communication: A conceptual analysis

Richard J. Varey (BNFL Corporate Communications Unit, The Management School, University of Salford, Salford M5 4WT; tel: 0161 745 5884, fax: 0161 745 5442 Dr Richard Varey is Director of the BNFL Corporate Communications Unit, a research and teaching unit in the Management School at the University of Salford, and lectures in corporate communication, service marketing, marketing communications and internal marketing. He is a Member of the Chartered Institute of Marketing, the International Association for Business Communicators, and the Employee Communication Association of the Industrial Society. He is a graduate in Physics and Metallurgy (Newcastle), and in Management Sciences (UMIST), and also holds a postgraduate teaching qualification (Sheffield). His research interests are currently corporate communications, internal marketing, employee communication, service quality and customer orientation. He received the British Institute of Management ‘Young Manager of the Year’ Award in 1991, and is a member of British MENSA, and of the Editorial Board of Journal of Communication Management)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 February 1996

3039

Abstract

The common view of communication is of something that is not really communication. To be effective, communication effort must be seen in its holistic social context, and be managed — planned, co‐ordinated, integrated — and understood. Modern organisational communication, ie interpersonal communication in an organisational setting, must be recognised as a social integrator rather than as a mechanistic management tool. This requires managers to hold a particular concept of interpersonal communication. Evidence of the prevailing concept is provided, a more appropriate view is discussed, and a research agenda is outlined.

Keywords

Citation

Varey, R.J. (1996), "Conscious corporate communication: A conceptual analysis", Journal of Communication Management, Vol. 1 No. 2, pp. 134-144. https://doi.org/10.1108/eb026040

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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