Corporate communications managers in large firms: new challenges

The new organisational form of large corporations (horizontal organisation), is affecting the communications job. This corporate transformation leads to new challenges for the corporate communications manager and his team. On the one hand, he has to develop a fully integrated strategy which enables the different forms of communication to contribute to the success of the firm's mission (a common goal). On the other hand, he has to provide small business units, led by strong front-line managers, with professional services. The analysis of several companies will show that the position of the corporate communications department is subject to various pressures and that the development of the `communications function' is calling into question the corporate communications manager's `profession'.