ABSTRACT
This chapter presents the integrative role of corporate communication and distinguishes it from similar disciplines dealing with organizational communications. Corporate communication is understood as a framework for a holistic approach to individual fields in communications of organizations and for integration of knowledge and findings of different disciplines and traditions. David Bernstein, who is one of the first scholars to understand the concept of corporate communication in a modern way, warns that companies should adopt a holistic approach to the understanding of their communication. Corporate communication is also a bridge between the management board and traditional departments in an organization, such as marketing and market communications, human resources and public relations. Corporate communication is a tool that helps the organization to articulate its identity, manage its communications, fortify the commitment of stakeholders, create recognizable and persuasive images in the minds of individuals and groups, develop a powerful corporate brand and increase the intangible capital, as a consequence of a good reputation.
