DIALOG 2016 is the first edition of the conference series, which once a year will be a platform for commenting results of regularly conducted researches on various areas of corporate communication. The aim of the conference is to support the professionalization of this discipline in Poland, the approximation of its characteristics, upcoming trends and challenges. First report: THE ROLE OF CORPORATE COMMUNICATION. This is current overview of the significant issues related to the corporate communication and reputationmanagement. Poland’s first publication, which is based on the experience of practitioners from 120 Polish and international companies, employing more than 250 people, representing dozens of different industries.