Sociology Plus
Communication Management Definition
Communication management refers to the strategic oversight and control of how an organisation interacts with its stakeholders, including clients, critics, governments, and the public, in order to navigate external pressures and manage reputational risk. It involves systematically handling the flow of information within and outside a corporate entity, moving beyond simple messaging to encompass the broader responsibility for actions and consequences in the social and environmental spheres.
Evolution and Drivers
The necessity for effective communication management has intensified due to increasing societal scrutiny and external demands placed upon corporations. Major political, medical, and environmental crises—such as the Bhopal chemical accident, the Chernobyl disaster, and public health issues like BSE or food contamination—alongside consumer difficulties, have compelled commercial entities to address issues of reputation, corporate image, and consumer confidence more seriously. Furthermore, pressure from consumer lobby groups and environmental organisations, such as Greenpeace, has forced companies to accept greater responsibility for the impact of their operations on the physical environment.
Strategic Role in Business
The management of the company’s information environment, often executed through professional public relations, has evolved into a central component of corporate strategy. This strategic approach is now regarded as being equally significant as traditional functions like product or personnel management. The rise of communication management stems from the growing importance of electronic communication technologies, the influence of consumer advocacy groups, and the need for robust quality control systems in an increasingly interconnected world.
Philosophical Dimensions and Criticism
Communication management can be viewed as an extension of corporate citizenship, suggesting that corporations possess duties and responsibilities towards the societies and environments in which they operate, akin to individual citizens. However, this practice is subject to significant criticism. Critics contend that public relations (PR) is not fundamentally designed to provide clients with accurate information but rather functions primarily to orchestrate public opinion in ways that serve corporate profit motives.