The Strategic Value of Integrated Corporate Communication: Functions, Social Media, and Stakeholders

Abstract

ABSTRACTIntegrated corporate communication is relevant in the strategic management process with its focus on shaping consistent messages to strategic stakeholders, sustaining corporate communication narratives on social media sites, and aligning communication strategies with organizational goals. To stimulate further debate and identify areas of agreement, we suggest that the strategic value of integrated corporate communication (ICC) is in recognizing the unique interests and objectives associated with different functions of corporate communication while at the same time considering the cross-functional synergy as a knowledge transformation mechanism. The Competing Values Framework (CVF) is articulated as a lens with which functions of corporate communication can be grouped and differentiated according to common principles and practices. The CVF is beneficial for assessing the potential gap between expectations of stakeholders and corporate communication responses and for developing focused strategies that strengthen the reputational assets of companies. We illustrate the strategic value of the integrated approach in providing a consequential view of corporate communication events and activities through Chipotle’s strategic responses to the E. coli outbreak in 2015–2017. Practical implications and directions for future research are also provided.