Abstract

In this chapter, it is argued that corporate communication is not an arbitrary affair, but an activity with its own intrinsic normativity. Communication is part of a creation order, which means that one has to obey specific norms and rules in order to present oneself in a convincing way. First of all, organisations need to have a clear sense of self and have to be accountable for their actions. They must know “who” they are, and to which principles they adhere. Second, organisations must have a clear sense of the intrinsic good that is at stake in their professional field. They need to have a clear understanding of “what” they are doing. Third, organisations must have a clear understanding of what is required in their specific context. They must have a sense of “why” they exist in a particular time and place. All three normative dimensions are important. If they lose sight of any one of these dimensions, organizations risk losing their credibility.