Abstract:
The research objective for the study was to conceptualise strategic communication management
(SCM) in the context of governance. Based on the insights obtained through the conceptual
analysis, the core of corporate communication practice in the reflective paradigm is broadened
from social responsibility to societal responsibility. Corporate communication, in its strategic role
(SCM), therefore assists in solving or avoiding conflict between organisational behaviour and the
public perception of how societally responsible organisations should operate.
Furthermore, theoretical and conceptual linkages that emerged through the conceptual analysis
suggest that the three meta-theoretical approaches initially selected for the governance domain
(the triple bottom line, stakeholder, and stakeholder inclusiveness approaches) should also be
added to the framework for SCM. It was also found that corporate communication (especially in its
strategic role, known as SCM) can be regarded as a stakeholder orientated/responsible approach.
