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The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use.

The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important manifestations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms' marketing strategies and business development.

The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development.

Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.

This paper seeks to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage‐based corporate identities and brands.

The discussion is specifically informed by the literatures on brand heritage, family business, and the notion of hybrid identities. To illustrate this typology of history communication in family businesses the paper relies on web site observations in Sweden and German‐based family businesses.

Based on the construct of brand heritage, the paper clarifies why the entwinement of family and business provides fertile ground for brand heritage. The presentation of a typology of ways to communicate family, business and family business history respectively further reveals the varying openings and practices of family businesses in this area.

The paper primarily takes an external marketing orientation and is conceptual.

The distinction of two sources of brand heritage in family businesses and the typology of approaches to reflect history in corporate communications should be of interest for practitioners. The findings can serve as an eye‐opener and instrument in the planning of strategic marketing.

The paper focuses on brand heritage and heritage branding from a family business perspective. Being hybrid identity organizations, characterized by entwinement of family and company history, family businesses offer particular perspectives to the heritage brand discussion.

The purpose of this paper is to explore how corporate heritage identity (CHI) implementation strategies are communicated by Grundfos, a 70-year-old global company from Denmark, in their internal history references.

Drawing on an interdisciplinary methodological framework related to heritage identity communication, hypertextuality, and multi-modality, it proposes a multi-leveled analysis model through which communicative strategies are explored at the level of four semiotic modes (written text, speech, still image, and moving image) and at the level of their hypermodal interplay.

This exploratory case study explains how CHI implementation strategies are communicated in accordance with the potential and constraints of semiotic modes and hyperlinking affordances. The analytical work suggests that the management employs complex CHI implementation strategies in order to strengthen organizational identity and to influence employees’ identification with the company across past, present, and future.

By examining the semiotic modes’ interconnectivity and functional differentiation in a hypermodal context, this paper expands existing research by extending the multi-modal focus to a hypertextual one.

By exploring CHI implementation strategies from a hypermodal perspective and by providing a replicable model of hypermodal analysis, this paper fills a gap in the heritage identity research. Furthermore, it can also be of value to practitioners who intend to design company webpages that strategically communicate heritage identity implementation strategies in order to engage the employees in the company’s heritage.

The area of communication with its multistrand, interdisciplinary webbing presents a challenge to the bibliographer seeking to develop a collection. Describes a project at the University of Alabama in which a subject‐special policy was written to address the complex issues involved in collection, the format selected for use and the collegial working relationship between representatives from the College of Communication and the university subject bibliographer. Details the outcome of this investigation along with a description of the policy which outlines parameters for six fields of study — advertising, public relations, telecommunication, film, speech communication, and journalism.

This paper seeks to compare different national PR histories in order to unfold the degree of abstract reflection in PR history writing. It aims to provide some suggestions for a future PR historiography, based on this comparison.

The paper compares British, German, and US American PR historiography. The study is based on a comparison of 36 PR histories. A triple matrix of theoretization is used in order to differentiate the histories.

Within the comparison American PR historiography accounts for 24 public relations history approaches, whereas Great Britain (1) and Germany (11) offer fewer histories. However, this richness in quantity does not lead to theoretical diversification. Owing to the paradigmatic obligation to a progressivist understanding, American PR historiography actually entails only one theoretic approach, while its German equivalent includes three different theoretic approaches and British PR historiography – being at its start – at least contains one explicitly non‐progressivist, methodologically well‐informed, fact‐oriented example. Paradoxically, the prevailing American PR historiography, on the one hand, conceptualizes PR as a modern phenomenon but, on the other hand, claims even ancient beginnings.

The corpus of analysis contains only studies that attempt to supply an encompassing overview of (national) PR history.

Public relations managers may use these findings to achieve a more nuanced critical understanding of the history of their occupation, and thereby reflect on its current state, which may lead to intensified ethical endeavours.

The paper presents a pioneer systematic comparison of the three national PR histories, which may lead to enhanced national and general PR historiography. Another value is the establishment of a theoretically informed comparative measuring instrument, which (in future) can also be applied in order to compare and improve other national PR historiographies.

The paper discusses the notion of information with regard to its carriers, representatives (or structural carriers) and carried-related processes of transmission, accumulation and processing through the developmental periods of the inorganic and organic world. In the first period, information is contained in a representation of the outcome of physical, chemical and other processes in the physical, chemical and other structures of the non-living world and refers to environmental information. In the second period, information begins to be used to create the physical and chemical structures of the living world and is contained in instructions of the genetic code. In the third period, with the evolution of cognitive systems and intelligence of living beings, in addition to those listed, information is finally being used to build its own structures, which in this paper are called knowledge structures.

In addition to the usual scientific methods in conceptual papers of this type (analysis, synthesis, etc.), the methodology of the paper also relies on the method of analogy, which was used to detect the carriers and representatives of information in the processes of transmission, accumulation and processing of information and the method of classification in order to propose a new taxonomy related to the concept of information.

The paper shows that information carriers and information representatives appear in each of the three mentioned processes - transmission, accumulation and processing of information - and that they need to be distinguished from the information itself. This insight opened a new perspective in observing this concept and led to the proposal of a new taxonomy related to the concept of information in a given context, eliminating seemingly incommensurable approaches to its study in different scientific fields.

The conducted synthesis results in information being recognized as a transmittable/transmissible documentation of reality inseparable from its carrier and its representative.

Historical research suggests that English monarchs at the start of the early modern era (ca. 1500‐1800) followed a communication model this paper tentatively names “instructional”, characterised by one‐way communication intended to instruct the public in a correct worldview and to coach proper behaviour. There is evidence that this instructional model segued into recognisably modern models as the English Crown lost power between the reigns of Elizabeth I and George III, suggesting a link between the sender’s power and the communication techniques the sender employed.

The purpose of this paper is to describe and analyze changes in the descriptions and requirements of professional communicators in Swedish job advertisements between 1960 and 2010.

Through a quantitative content analysis, this study approaches organizational requirement information in order to better understand changes in the description of the ideal candidate and professionalization.

The results show that job titles have gradually become more specified and strategically orientated. Tactical qualifications dominated the first decades but operational and strategic skills were increasingly required in the material over the last two decades.

Even if job advertisements could expose the historical changes in expectations and demands on communicational professional practitioners, further studies could entail complementary material such as interviews with senior communications managers and headhunters.

In order to be legitimized as a field of profession, scholars, teachers and practitioners need to create ideals and ideologies that can justify and defend business and education. This paper stimulates practitioners to reflect critically on such issues.

The key contribution of this paper is to explicate how the image of communication practice and the demands on communication practitioners have changed during the last 50 years.

The importance of story‐telling in organizational life has often been overlooked in contemporary organizational and leadership literature. Throughout history, leaders ‐ political and religious ‐ have used story‐telling as a powerful motivational tool, particularly during times of uncertainty, change and upheaval or in response to crises. This article looks at the role of story‐telling as an integral part of the human experience and at its applications in modern organizational life. The article concludes by suggesting that the art of story‐telling is still, despite recent advances in communication technologies, an essential managerial skill ‐ particularly for leaders of organizations.