Model for developing corporate communication strategy

dc.contributor.authorSteyn, Benita
dc.date.accessioned2008-07-10T12:06:39Z
dc.date.available2008-07-10T12:06:39Z
dc.date.issued2000-12
dc.description.abstractThe 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 organisational 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.en
dc.format.extent538754 bytes
dc.format.extent527595 bytes
dc.format.mimetypeapplication/pdf
dc.format.mimetypeapplication/pdf
dc.identifier.citationSteyn, B 2000, 'Model for developing corporate communication strategy', Communicare: Journal for Communication Sciences in Southern Africa/Tydskrif vir Kommunikasiewetenskappe in Suider-Afrika, vol. 19, no. 2, pp. 1-33. [http://www.journals.co.za/ej/ejour_comcare.html]en
dc.identifier.issn0259-0069
dc.identifier.urihttp://hdl.handle.net/2263/6090
dc.language.isoenen
dc.publisherSouthern African Communication Associationen
dc.rightsSouthern African Communication Associationen
dc.subjectCommunicationen
dc.subjectCorporate communicationen
dc.subjectCorporate communication strategyen
dc.subjectCorporate governanceen
dc.subjectOrganizationsen
dc.subjectPublic relationsen
dc.subjectStakeholdersen
dc.subjectStrategic managementen
dc.subject.lcshPublic relationsen
dc.subject.lcshCommunication in organizationsen
dc.titleModel for developing corporate communication strategyen
dc.typeArticleen

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