Model for developing corporate communication strategy
The body of knowledge in the field of corporate communication indicates a strategic role for the corporate communication manager. However, there are but a few references to corporate communication 'strategy' in a strategic organisationa( context. Few practitioners seem to understand the m...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1871 |
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| Summary: | The body of knowledge in the field of corporate communication indicates a strategic
role for the corporate communication manager. However, there are but a few references
to corporate communication 'strategy' in a strategic organisationa( context. Few
practitioners seem to understand the meaning of strategy, although it is a known,
uncomplicated concept to those familiar with management theory. The key problem
seems to lie in the application of strategy for corporate communication (public relations)
issues.
It is therefore the aim of this article to explain the meaning of strategy in a corporate
communication context. Based on the strategic management Literature, corporate
communication strategy is conceptualised as a functional strategy, providing focus
and direction to the corporate communication function. It is differentiated from
implementation strategy as it is known in the communication plan - the latter being
the approach to communication activities. Corporate communication strategy is
proposed as providing the missing link between the corporate strategy and the corporate
communication function.
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| ISSN: | 0259-0069 2957-7950 |