Corporate communication is a topic often discussed but rarely understood in the corporate world. This is true or even more true today in the twenty first century with its sophisticated global systems and policies that govern corporate practices and business opportunities. The complexities are essentially informed by people such as decision makers, managers and employees and their struggles to make sense of their realities and hence the strategic positioning of the organisation in terms of its identity, image and reputation. These realities are charged with such issues as changing diversity demands, the well being of stakeholders, ethics and leadership, renewable energy demands, new ways of doing business and the strategic positioning of the organisation in the context of the intriguing triple helix relationship between business as profit making and service delivery entity and the environment in which they operate as well as and the planet and its people which it uses and influences. This internal external interplay requires communication practices that are professionally planned, executed and evaluated for its desired impact by corporate communication practitioners and professionals. More so such complexities also require a thorough understanding of the strategic value and role of an integrated corporate communication approach that is fully understood and supported by organisational leadership, systems, policies and practices. Corporate communication as a strategic integrated process fully sanctioned assists with new ways of managing the strategic positioning of the organisation in terms of the internal and external relationships as explained in the context of the triple helix model. Such an approach provides news ways of communicating strategically as well as in a sustained ways that requires integrate management processes.
