Introduction to the special section-issues in corporate and organizational communication: communication and change

Corporations are changing; they are reinventing, rethinking, transforming, and reengineering themselves. And with change comes chaos, uncertainty, and renewal. For everyone involved, change represents either a threat to security or an opportunity to move forward. What are the forces at work in changing corporations? In the author´s own research on corporate culture and on the forces affecting corporate communication, marketing, and advertising, five general categories of forces have emerged: a new sophistication in customers or audience; new media and technologies or communication tools; a more complex ethical environment; stronger economic factors; and new strategic alliances