1. Corporate Communication in a changing context
Corporate communication, and its theoretical conception, has evolved along with the media, social and technological context of organisations. Currently, corporate communication could be defined as: "a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholders groups upon which the organization is dependent"1.
This definition is inspired directly by the one formulated by Van Riel (1997)2, who explains that corporate communication is a tool to manage all forms of internal and external communication as effectively and efficiently as possible, to create a favorable relation with the different public s on which the company depends.
However, the reality of corporate communication differs from that conceived in manuals, since organisations not always have the resources or the right attitude to implement corporate communication strategies in their everyday activities 3.
Apart from the developments and setbacks that have occurred in the professional reality of the sector, corporate communication, which emerged from the area of Public Relations, has experienced an evolution throughout the 20th century in terms of models, dynamics, philosophy and practices. The models of Public Relations (theorized by Grinning and Hunt, 1984)4 could illustrate this evolution, especially the transition from the press agent to the model of public information, in which the change of perspective has been radical 5. Thus, corporate communication continues, just like the organisations in which it is used, in a context of constant change.