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Perceptions and practice of corporate communication in small businesses

Sandra Oliver (Member of the Education and Training Committee of The Institute of Public Relations and lectures at the Thames Valley University Management School, London.)
David Riley (Managing Director of Mandeville Resources Ltd Recruitment and Employment Services, which in 1995 won both a Thames Valley Small Business Award for Quality and an award as one of three Black Horse Small Business of the Year Awards.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 February 1996

515

Abstract

Reviews symmetrical communication as corporate strategy. Qualitative data gathered from owners and managers of a wide variety of small businesses, using both questionnaires and interviews, points to the fact that, in common with many other areas of small business management, the practice of corporate communication is largely unplanned. Concludes that it is an area which is characterized by a lack of understanding both of what corporate communication is and how it can be of benefit to the small business.

Keywords

Citation

Oliver, S. and Riley, D. (1996), "Perceptions and practice of corporate communication in small businesses", Corporate Communications: An International Journal, Vol. 1 No. 2, pp. 12-18. https://doi.org/10.1108/eb046525

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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