Contemporary Perception on Corporate Communication Dr. Dhanalakshmi S.1, Subha K.2 1Research Associate, Women's Studies Centre, Periyar University, Salem-636011, Tamil Nadu, India 2Faculty in Business Studies, Addu High School, Hithadhoo, Maldives Online published on 2 September, 2019. Abstract Worldwide, management practice demonstrates the appearance of new management area that is corporate communication. In a globalized world, corporations find themselves confronted with multilateral demands from different stakeholders. The stakeholders demand on legitimacy, transparency and effectiveness of business strategies in the public sphere. It is presumed that one way of meeting up to these expectations are by increasing the influence of corporate communication function within the organisation. Moreover, each firm need to distinguish from the rest and also gain competitive advantage through specific corporate image and positive reputation which is predominantly determined by the prevailing corporate communications and its strategies. This article provides insights on corporate communication, its evolution, ideal structure, mix, and its influences on other components like strategic implementation, impression management and culture. Top Keywords Corporate communication, Evolution, Corporate communication mix, corporate branding. Top |