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Unauthorised distribution forbidden. 42 Corporate Communications Gronstedt has even suggested that integrated communications is equivalent to total quality management in its focus on optimization of the whole through synergy. He argues that integrated communications, just like total quality management, is a holistic approach to managing the entire business. Such management, according to Gronstedt, is facilitated through the cultivation of long-term relationships between an organization and its various stakeholders, including their communication agencies.
Ironically, this proactive approach to public relations was triggered in large part by a traditional public relations “crisis”: for the oil companies in particular there was a threat of a “windfall” profits tax being (Continued) This SAGE ebook is copyright and is supplied by NetLibrary. Unauthorised distribution forbidden. 22 Corporate Communications (Continued) levied by the US federal government following the energy crisis of 1973– 1974. In retrospect, we can see how Mobil’s change in communication strategy helped to usher in a new era in strategic corporate communications, where organizations of many types would spend more time and money on participating in economic, political and cultural discourses.
This SAGE ebook is copyright and is supplied by NetLibrary. Unauthorised distribution forbidden. The Emergence of Corporate Communications 31 An internal communication campaign encouraged Shell employees to demonstrate a sense of accountability to non-financial stakeholders. The first annual non-financial report was published in 1997 highlighting the company’s commitment to human rights, social responsibility and stakeholder dialogue as key features of its values and practices. Among other initiatives, the “Tell Shell” campaign involved an open invitation for stakeholders to comment and critique Shell at its website3 and a promise from Shell to deliver personal responses.