Corporate communication management: A framework based on decision making with reference to communication resources

This paper proposes a conceptual framework for corporate communication management, based on the creation and utilisation of communication resources. The aim is to address a gap in the literature in that to date, communication tools have been identified as communication resources in very few studies, nor have communication decisions been linked to the creation and use of such resources. The paper draws on some basic resource-based view assumptions to identify firm-specific communication resources. The study also draws on Parsons' sociological approach with reference to the classification of organisational decisions (policy, allocation and coordination) and contextualises this approach to the decision-making within corporate communication function/department. The framework also takes into account some elements of the postmodernism. According to this tendency in contemporary culture, internal and external stakeholders play a proactive role in the creation and utilisation of communication resources. The study contributes to the development of corporate communication as an autonomous area of management.