A Multidisciplinary Approach for a New Understanding of Corporate Communication

Purpose: To better understand the concept of communication in organizations through the comparison of definitions given by scholars from different business-related communication disciplines: marketing, public relations, organizational communication and corporate communication. Approach: A review of prevalent definitions in the four mentioned disciplines; discussion of communication aims, communication categorizations, theoretical background and innovations in each of these disciplines; and finally analysis of convergences and differences. Findings: All the disciplines considered in this study converge in looking at the entire communication of a business, adopting a relational perspective, valuing some intangible resources as outcomes of communication. They highlight also some nuanced differences. Research implications: Higher value should be attached to research results in the communication field that come from considering multiple points of view, because each discipline contributes specific connotations to the comprehension of communication. Originality/value: The paper compares some business-related communication disciplines and considers each as independent while benefiting from cross-fertilization. The multiple points of view allow a multidisciplinary approach and the awareness of the polysemic nature of communication.