Corporate communication and marketing: dynamics of specialization and coordination towards a holistic approach

Frame of the research. Literature on corporate communication and marketing has studied the organizational models of business-related communication for a long time, considering corporate communication and marketing as the most relevant organizational functions competing to coordinate business-related communication. Purpose of the paper. To explore multiple coordination strategies that can be applied in response to the increasing specialization of business-related communication. Methodology. Qualitative interviews were conducted with 10 Chief Corporate Communication Officers (CCCOs) and 9 Chief Marketing and Communications Officers (CMCOs). Results. Findings highlight differing perspectives between CCCOs and CMCOs, with an incomplete perception of one another, and at the same time that a high-level cooperation strengthens both functions. Both the Corporate Communication department and the Marketing & Communications department segment their areas of responsibility based on the groups of communication recipients and the required competencies. Research limitations. The qualitative nature of the study does not allow to generalize results, and further research could be useful to include the perspective of Chief Marketing Officers. Managerial implications. The study gives managers insights to enhance the coordination of business-related communication to increase the overall value produced for the organization. Originality of the paper. The study has explored two organizational solutions aimed at fostering coordination: at a medium level of integration, with a department centralizing all corporate communication activities and coordinating with the separate marketing communication department; and at the maximum level of integration, with a single department managing all marketing and corporate communications.