ABSTRACT Integrated corporate communication is relevant in the strategic management process with its focus on shaping consistent messages to strategic stakeholders, sustaining corporate communication narratives on social media sites, and aligning communication strategies with organizational goals. To stimulate further debate and identify areas of agreement, we suggest that the strategic value of integrated corporate communication (ICC) is in recognizing the unique interests and objectives associated with different functions of corporate communication while at the same time considering the cross-functional synergy as a knowledge transformation mechanism. The Competing Values Framework (CVF) is articulated as a lens with which functions of corporate communication can be grouped and differentiated according to common principles and practices. The CVF is beneficial for assessing the potential gap between expectations of stakeholders and corporate communication responses and for developing focused strategies that strengthen the reputational assets of companies. We illustrate the strategic value of the integrated approach in providing a consequential view of corporate communication events and activities through Chipotle’s strategic responses to the E. coli outbreak in 2015–2017. Practical implications and directions for future research are also provided.

中文翻译：

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整合企业传播的战略价值：职能，社交媒体和利益相关者

摘要集成的企业传播与战略管理过程息息相关，其重点是向战略利益相关者传达一致的信息，维持社交媒体网站上的企业传播叙事以及使传播策略与组织目标保持一致。为了激发进一步的辩论并确定共识的领域，我们建议整合公司传播（ICC）的战略价值在于认识到与公司传播的不同功能相关的独特利益和目标，同时将跨职能协作视为知识转化机制。竞争价值框架（CVF）是一个镜头，可以根据共同的原则和惯例对公司沟通功能进行分组和区分。CVF有助于评估利益相关者的期望与公司沟通反应之间的潜在差距，并有助于制定重点突出的战略来增强公司的声誉资产。我们通过Chipotle对2015-2017年大肠杆菌疫情的战略应对措施，提供了对公司交流活动和活动的看法，从而说明了整合方法的战略价值。还提供了未来研究的实际意义和方向。我们通过Chipotle对2015-2017年大肠杆菌疫情的战略应对措施，提供了对公司交流活动和活动的看法，从而说明了整合方法的战略价值。还提供了未来研究的实际意义和方向。我们通过Chipotle对2015-2017年大肠杆菌疫情的战略应对措施，提供了对公司交流活动和活动的看法，从而说明了整合方法的战略价值。还提供了未来研究的实际意义和方向。