Middle market companies: reaching stakeholders through strategic communication

Purpose – The purpose of this paper is to provide a description and overview of the middle market which, by sales volume, lies between the small business and large business sectors and also identifies the implications for corporate communication in that sector. Design/methodology/approach – A review of the literature in corporate communication and related business and management topics formed the basis of the paper. Findings – The middle market was found to be a collection of businesses vastly ranging in size and structure and spanning numerous industries. Regardless of size, firms need to behave as if they were large corporations and well-staffed organizations as they engage and manage stakeholders and implement corporate communication strategic plans. Research limitations/implications – The findings, which could form the basis for a more comprehensive study, were based solely on secondary sources. Practical implications – Suggestions for addressing unique corporate communication issues in the middle market are highlighted. Originality/value – The paper enhances understanding of the middle market which, while economically-successful, is often ignored.