Theory and practice converge: a proposed set of corporate communication principles

Purpose - To report on empirical research which tested the use and value of ten specific characteristics of communication, the principles of authentic communication, and based on the findings, to recommend them as corporate communication best practices. Design/methodology/approach - The principles of authentic communication were grounded in both professional and academic literature to establish their applicability in corporate communication and their role in cultivating symmetrical communication. A survey was mailed to large US water utilities to determine various aspects of their communication programs. Analyses were conducted using SPSS. Findings - Data analyses showed that all ten principles of authentic communication were correlated with communication success. Research limitations/implications - Limitations of the study include a fairly low response rate and the self reporting of success. Suggestions for further research are testing the principles with larger samples, in different industries, and/or in a multiple-industry mix. In addition, defining the concept of success within the survey instrument might render insight into the respondents' interpretations of the term. Practical implications - Based on this study, it is recommended that the principles of authentic communication be utilized to a high degree in professional practice. Originality/value - Although each principle has been recognized in communication literature, it is the first time that these ten characteristics have been specified as a set of ten and have been shown through empirical research to be correlated with success. The value of this work is that it provides hard evidence to support the use and value of the principles of authentic communication in corporate communication.