Wednesday : 06-04-2011. Room : D-201, Madrid, IE Business School, María de Molina 7. Hour:  10.00 – 11.30

IE School of Communication (IE University) invites you to the XXX meeting “Scientists and Professionals in communication”, series 2010-2011, where Laura Illia, Assistant Professor in Corporate and Business Communication at IE School of Communication will present in english a talk on “Understanding Corporate Communication through the lens of the co-orientation theory”. 

Abstract: Corporate Communication is a discipline which is typically associated with corporate propaganda, communication campaigns, advertising, and publicity.  With this seminar my objective is to illustrate how the discipline has evolved and became much more than this. Among other things, it is about discovering “who the organization is” and its fundamental raison d’être. After a short overview of the three main areas of study in corporate communication (i.e. Public Relations, Marketing Communications and Stakeholder Communication) I will discuss how the co-orientation measurement model provides a valuable lens to understand corporate communication and its usefulness for the investigation of an organizational identity. 

Short Bio:

Laura Illia is an Assistant Professor in Corporate and Business Communication at the IE University and Academic Director of the Master in Corporate Communication at the same University. Her current research focuses on how issues of organizational identity, social responsibility, and branding are involved in organizational management and change. Prior to joining IE, she conducted research at the Judge Business School (U of Cambridge) and London School of Economics.  She has a PhD in communication from the University of Lugano. She is a member of the editorial board of Corporate Reputation Review (Palgrave) and Corporate Communication: an international journal (Emerald).  Recently she published a book on the theme of identity and the management of change. Her works are published in academic journals like Journal of Business Research, Journal of Applied Behavioral Science, Corporate Reputation Review, and others. 


The format is intended to foster greater collaboration among researchers at IE School of Communication by promoting conversations about the core assumptions, epistemologies, theories, and methodologies that inform our work. Participants are asked to come to the seminar prepared to discuss the suggested reading(s). 

–    McLEOD, JACK M., Interpersonal Approaches to Communication Research , American Behavioral Scientist, 16:4 (1973:Mar./Apr.) p.469-499. 

–    Table 3.1. “Three Perspectives on Organizational Identity”. pp. 42-43. In  Whetten, D.A. & Godfrey, P.C. (1998)Identity in Organizations: Building Theory Through Conversations Foundations for Organizational Science Sage: Thousand Oaks,


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