Creating business value through corporate communication: A theory-based framework and its practical application

The purpose of this paper is to report on a multi-step research project which explores concepts that explain communication value across different disciplines and builds a framework that identifies and systematizes communication goals linked to generic corporate goals.

Based on a literature review of work on value creation through communication, drawn from 815 publications in 36 international journals across several disciplines (public relations, marketing, management, etc.) and published from the year 2000 onward, the authors have developed a framework, named “Communication Value Circle.” The application of the framework was discussed with chief communication officers from global companies and was used during a communication alignment process in a global healthcare company.

Empirical surveys across several continents show that communication professionals use a multitude of rationales to explain the value of their work to top executives. These range from building reputation, brands and identity, to gaining thought leadership, boosting sales, motivating employees, preventing crises and listening to stakeholders. The researchers have identified four major value dimensions of communication (enabling operations, building intangibles, adjusting strategy, and ensuring flexibility). The framework encompasses 12 specific goals for communication that can be derived from corporate strategy.

The framework stimulates the debate on the diverse concepts of communication value, performance and measurement, and the need to integrate those approaches into theory and practice. Additional qualitative studies to verify the framework are proposed.

The communication value circle can be used as a management tool for planning, evaluating, and revising strategic directions for communication in any corporation.

Explaining the value of communication continues to be one of the most important challenges for professionals and scholars alike. This paper proposes a consistent explanation for the theory and practice of what constitutes corporate communication.