In this chapter, it is argued that corporate communication is not an arbitrary affair, but an activity with its own intrinsic normativity. Communication is part of a creation order, which means that one has to obey specific norms and rules in order to present oneself in a convincing way. First of all, organisations need to have a clear sense of self and have to be accountable for their actions. They have to know ‘who’ they are, and to which principles they stick (directional dimension).