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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| 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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| _version_ | 1832593797211488256 |
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| author | Benita Steyn |
| author_facet | Benita Steyn |
| author_sort | Benita Steyn |
| collection | DOAJ |
| description |
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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| format | Article |
| id | doaj-art-c474e7b3b61c4616a63058f4c6e2394b |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-c474e7b3b61c4616a63058f4c6e2394b2025-01-20T08:49:05ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0119210.36615/jcsa.v19i2.1871Model for developing corporate communication strategyBenita Steyn0University of Pretoria 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. https://journals.uj.ac.za/index.php/jcsa/article/view/1871corporate communicationstrategic rolecorporate communication managerstrategymanagement theorypublic relations |
| spellingShingle | Benita Steyn Model for developing corporate communication strategy Communicare corporate communication strategic role corporate communication manager strategy management theory public relations |
| title | Model for developing corporate communication strategy |
| title_full | Model for developing corporate communication strategy |
| title_fullStr | Model for developing corporate communication strategy |
| title_full_unstemmed | Model for developing corporate communication strategy |
| title_short | Model for developing corporate communication strategy |
| title_sort | model for developing corporate communication strategy |
| topic | corporate communication strategic role corporate communication manager strategy management theory public relations |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1871 |
| work_keys_str_mv | AT benitasteyn modelfordevelopingcorporatecommunicationstrategy |