There is an inherent tension in the nature of corporate communications: between an organization that is directionally geared towards achieving goals and resource efficiency and the collaterally effective ability of people to communicate, which is a natural characteristic that eludes all-encompassing control. In the roughly one hundred years of development into a modern management discipline, the focus has nevertheless always been on the instrumental, goal-oriented aspects of communication. If we as representatives of our profession today confidently claim strategic approaches for ourselves, then we are also meeting the increased expectations of the reliable transmission performance of corporate communication.

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