The Role of Corporate Video Production in Business Communication

Corporate video production has emerged as a central medium in contemporary business communication, blending visual, verbal, and affective resources to inform, persuade, engage, and build relationships with stakeholders. This paper synthesises theory and empirical literature on corporate video, situating it within classical communication models, multimodal and multimedia learning frameworks and public relations and organisational communication scholarship (Grunig & Hunt, 1984). It provides a detailed qualitative research methodology for investigating corporate video practices — including purposeful sampling, semi-structured interviews with communication managers, and thematic content analysis of corporate video samples — and presents literature-derived thematic findings about strategic functions, production practices, storytelling forms, audience engagement, and measurement challenges. The discussion integrates theory and practice, outlines managerial implications for corporate communicators, and offers recommendations for future research and practice. Key contributions include a conceptual integrative model that links production choices to rhetorical aims and audience outcomes, and a methodological template for robust qualitative inquiry into corporate video. Keywords: corporate video, business communication, multimodality, qualitative methodology, organisational communication