Corporate Communication Strategy: Applying Theory to Practice at Dow Corning

This article examines the Dow Corning breast implant controversy in the context of a theoretical corporate communication framework. It begins with a discussion of relevant theoretical constructs for corporate communication strategy. It then presents a chronology of the controversy, based on field interviews and an exhaustive survey of relevant media coverage. The article concludes with insights about how corporate communication strategy has enabled Dow Corning to deal effectively with its ongoing reputational and financial crisis.