Review of Corporate Communication and Public Relations: Strategies, Practices, and Impact on Organizational Success; A Comparative Study

Abstract

Corporate communication and public relations (PR) compliments each other and both play an important perspective of organizational communication, as they influence the image identity of the organization and the relation with stakeholders. This review paper is an attempt to evaluate the strategies, practices, and effects of corporate communication and public relations. Corporate communication takes care of internal and external communication along with a focus on dissemination of information amongst employees and stakeholders of an organization and its reputation. whereas public relations (PR) focus on external communication including media relations, crisis management and community engagement. This review combines the results of existing studies to understand and assess variations of the methodologies, procedures, and consequences of corporate communication and public relations. The analysis clearly shows that PR strategies are more focused on external engagement and media management, whereas corporate communication organizes internal symmetry and overall reputation. This review highlights the benefit of combining strategies from corporate communication and public relations (PR) disciplines to improve the success of organizational communication and stakeholder engagement. These insights do offer great value to practitioners and researchers who are interested in advancing communication strategies and understanding the interplay between corporate communication and PR.