Corporate communication and strategy in the field of projects

Abstract

The communication concerning situations of project marketing (space industry, train construction, engineering, building construction, …) does not lead to a lot of researches and publications. An attempt will be made in this article, to establish the link between project and corporate communication considering the various steps in the development of a particular project strategy. This induces the development of the identity of the firm, the definition of the main targets (sociogram approach) and the development of particular tools at both an internal and an external level. It appeared in this study that the traditional communication mix arrives late after the management communication and the organizational communication. Concerning the tools, the relational network seems to be the best adapted to the particular situation and the targeting allows a good despatching of the resources at this level. The firms have in fact to develop both a functional and a relational positioning.