By Dr. Lars Thoger Christensen, Ms Mette Morsing, George Cheney
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In a globalized world of growing complexity, the similarities between the different domains of communication may well be more significant than the differences. We do not dismiss the relevance of distinguishing between disciplinary orientations. Yet, we observe that the most remarkable development in the current communication environment is the convergence between all the major fields of professional This SAGE ebook is copyright and is supplied by NetLibrary. Unauthorised distribution forbidden.
7 (Continued) This SAGE ebook is copyright and is supplied by NetLibrary. Unauthorised distribution forbidden. 32 Corporate Communications (Continued) Many other critical incidents keep reminding Shell that legitimacy is a recurring issue. In 1999, demonstrating Nigerians occupied two Shell helicopters, nine Shell petrol stations and an oil drilling platform, hindering 250,000 barrels of raw oil a day from reaching the market. , and web-calendars remind their audience about important dates for protesting against Shell on the issues of environmental protection and human rights.
2 As opposed to eclecticism that draws upon different theories or perspectives, syncretism reconciles and finds new agreement between those perspectives. While syncretism is often used to describe the blending of two or more religious belief systems into a new system, the idea resonates well with theories of innovation in which incorporation into one tradition of beliefs from unrelated traditions is known to stimulate the development of new ideas. Integrated communications presents a number of immediate advantages to an organization: corporate messages become mutually aligned, which makes it easier for the organization to claim consistency across different audiences.