Perceptions and practice of corporate communication in small businesses

Abstract

Reviews symmetrical communication as corporate strategy. Qualitative data gathered from owners and managers of a wide variety of small businesses, using both questionnaires and interviews, points to the fact that, in common with many other areas of small business management, the practice of corporate communication is largely unplanned. Concludes that it is an area which is characterized by a lack of understanding both of what corporate communication is and how it can be of benefit to the small business.