Academic literature refers to PR and corporate communications in changing
terminology. Similarly, emphasis of nomenclature varies with the country of origin. In
the United Kingdom, but not in the United States, PR has become debased. What used
to trade under the name of PR is now known variously as: corporate affairs, corporate
communications, and public affairs. Correspondingly there are different job titles to
the executives holding the office.
Over the past decade corporate communications has become recognised as one of the
most valued strategic tools; yet it is among the most under-researched; as is the role
of the director of corporate communications. Is his role strategic, for instance? It is
under researched partly because, as Wright (1995) identified in American research,
there are only a small number of what he refers to as communication executives in the
US; they are busy individuals paid very large salaries and they are not noted for filling
out questionnaires or otherwise participating in academic research.
Corporate communication has matured into a key discipline of enlightened and
progressive management. It has to play a key role in the strategic planning of its
organisation. There can be little debate that corporate reputation is now one of the
critical issues. The corporate brand has become a key competitive weapon. This
means that what was originally known as PR needs to be where it belongs - in, or very