The aim of this research is to provide a meta-theoretical framework for the conceptualisation of the role of the corporate communication strategist. The latter has previously been conceptualised by the author as a role at the top management or macro level of the organisation. It entails gathering, interpreting and disseminating strategic intelligence on stakeholders and issues amongst decision-makers (obtained by means of environmental scanning) - to be used as input in the organisation's strategy formulation processes.
The problem addressed in this research is the changing role of business in society and how the corporate communication function could assist the organisation in achieving a balance between commercial imperatives and socially responsible behaviour. Seven approaches to the role of business in society are identified and discussed. It is suggested that the meta-theoretical approach to the conceptualisation of the role of the strategist is a synthesis of six of these approaches, namely the social responsibility/ethical approach, corporate social responsiveness approach, the corporate social performance approach, the stakeholder approach, the issues approach and the corporate community approach.
Van Heerden, Neels, 1957-; Van Heerden, Cornelius Hendrik, 1957-(Department of Visual Arts, University of Pretoria, 1994-12)
Identifies factors crucial to the constitution of the corporate image of South African banking institutions. Tests the level of recognition of eleven bank logos and slogans, as well as the perceptions created by them among ...
Van Heerden, Cornelius Hendrik, 1957-; Van Heerden, Neels, 1957-(Faculty of Economic and Management Sciences, University of Pretoria, 1999-09)
A survey of current literature and corporate identity manuals may create the
impression that corporate identity consists solely of visual identity cues. In this
paper the view is explored that corporate identity consists ...
Bezuidenhout, Louise; Van Heerden, Cornelius Hendrik, 1957-; Van Heerden, Neels, 1957-(Southern African Communication Association, 2003-07)
A communication task team appointed by the Government of South Africa in 1996 suggested that there should be one corporate identity for the government. A problem resulting from this suggestion was what this unitary corporate ...