Advance Search

A meta-theoretical framework for the role of the corporate communication strategist

Benita Steyn
University of Pretoria
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

A meta-theoretical framework for the role of the corporate communication strategist. (2022). Communicare: Journal for Communication Studies in Africa, 21(2), 42-62. https://doi.org/10.36615/jcsa.v21i2.1822
  • Articles
  • Submited: October 24, 2022
  • Published: October 31, 2022

Abstract

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.

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. ADAMS, J.S. 1976. The structure and dynamics of behaviour in organizational boundary roles. (In
  2. Dunnette, M. ed., Handbook of industrial and organisational psychology. Chicago : Rand McNally.)
  3. ALDRICH, H. & HERKER, D. 1977. Boundary spanning roles and organization structure. Academy of Management Review, 2:217-230.
  4. https://doi.org/10.2307/257905
  5. ARLOW, P. & GANNON, M.J. 1990. (In Sturdivant, F.D. & Vernon-Wortzel, H., Business and society: A managerial approach. Fourth edition. Homewood, Illinois : Irwin.
  6. BOWMAN, UL 2000. (In Moss, D., Vercic, D. & Warnaby, G. eds. Perspectives on public relations research. London/New York : Routledge.)
  7. BROOM, G.M. & DOZIER, D.M. 2000. (In Ledingham, J.A. & Bruning, S.D., Public relations as relationship management. Mahwah, New Jersey : Lawrence Erlbaum Associates.)
  8. BUDD, J.F. 1991. Widening the window of opportunity. Public Relations Journal, 47(2):9-10.
  9. CAROLL, A.B. 1979. A three dimensional model of corporate social performance. Academy of f.1anagement Review, 4:497-505.
  10. https://doi.org/10.5465/amr.1979.4498296
  11. CAROLL, A.B. 1996. Business and society: Ethics and stakeholder management. Cincinnati, Ohio: SouthWestern College Publishing.
  12. CLARKSON, M.B. E. 1995. A stakeholder framework for analyzing and evaluating corporate social performance. Academy of f.1onagement Review, 20(1):92-117. https://doi.org/10.5465/amr.1995.9503271994
  13. D-APRIX, R. 1998. (In Verwey, S. The age of communication: A new organisational paradigm for the new millennium. Communicare, 17(2):1-15.)
  14. DAVIS, K. & BLOMSTROM, R.L. 1996. (In Carroll, A.B. ed. Business and society: Ethics and stakeholder management. Cincinnati, Ohio : South-Western College Publishing.)
  15. DONALDSON, T. & PRESTON, L. 1995. The stakeholder theory of the corporation: Concepts, evidence, implications. Academy of f.1anagement Review, 20(1):65-91.https://doi.org/10.2307/258887
  16. DOZIER, D.M. 1992. The organisational roles of communications and public relations practitioners. (In
  17. Grunig, J.E. ed. Excellence in public relations and communication management. Hillsdale, New Jersey :Lawrence Erlbaum Associates.)
  18. DOZIER, D.M. & BROOM, G.M. 1995. Evolution of the manager role in public relations practice. Journal ofPublic Relations Research, 7 (1) :3-26.
  19. https://doi.org/10.1207/s1532754xjprr0701_02
  20. FAHEY, L. 1986. Issues management: Two approaches. Strategic Planning f.1anagement, November,81:85-96.
  21. FREDERICK, W.C. 1983. Corporate social responsibility in the Reagan era and beyond. Californiaf.1anagementReview, 25(3):147.
  22. https://doi.org/10.2307/41165022
  23. FREEMAN, R.E. 1984. Strategic management: A stakeholder approach. Boston : Pitman.
  24. FRIEDMAN, M. 1961. Capitalism and freedom. Chicago : University of Chicago Press.
  25. GOODPASTER, K.E. 1991. Business ethics and stakeholder analysis. Business Ethics Quarterly, 1(1):53-73.
  26. https://doi.org/10.2307/3857592
  27. GRUNIG, J.E. & REPPER, F.C. 1992. Strategic management, publics and issues. (In Grunig, J.E. ed.
  28. Excellence in public relations and communication management. Hillsdale, New Jersey: Lawrence Erlbaum Associates Publishers.)
  29. HALAL, W.F.. 2000. Corporate community: A theory of the firm uniting profitability and responsibility. Strategic Leadership, 28(2):10-16.
  30. https://doi.org/10.1108/10878570010341582
  31. HARGREAVES, J. & DAU MAN, J. 1975. Business survival and social change: A practical guide to responsibilities and partnership. London : Associated Business Programme.
  32. HARRISON, J.S. & St JOHN, C.H. 1998. Strategic management of organizations and stakeholders: Concepts and cases. Cincinnati, Ohio : South-Western College Publishing.
  33. HOLMSTRtiM, S. 2000. The reflective paradigm turning into ceremony? (In Vercic, D., White, J. & Moss, D. eds. Public relations, public affairs and corporate communications in the New Millennium: The future.
  34. Proceedings of the 7th International Public Relations Research Symposium, 7-8 July, Lake Bled, Slovenia. Pristop Communications : Ljubljana, Slovenia.)
  35. HUDSON, L.A. & OZANNE, J.L. 1988. Alternative ways of seeking knowledge in consumer research. Journal of Consumer Research, 14:508-521.
  36. https://doi.org/10.1086/209132
  37. KATZ, D. & KAHN, R. L. 1966. The social psychology of organizations. New York : Wiley.
  38. KITCHEN, P.J. 1997. Public Relations: Principles and practice. London : International Thomson Business Press.
  39. LAUZEN, M.M. 1991. Marketing imperialism: encroachment of the public relations function. Public Relations Review, 17(2):245-256.
  40. https://doi.org/10.1016/0363-8111(91)90021-C
  41. LEIFER, R.P. & DELBECQ, A. 1978. Organizational/environmental interchange: A model of boundary spanning activity. Academy of Management Review, 3:40-50. https://doi.org/10.2307/257575
  42. LONG, L. W. & HAZELTON, V. 1987. Public relations: A theoretical and practical response. Public Relations Review, 13(2):3-13.
  43. https://doi.org/10.1016/S0363-8111(87)80034-6
  44. MARSHALL, C. & ROSSMAN, G.B. 1995. Designing qualitative research. London : Sage.
  45. MOORE, T. 1996. Building credibility in a time of change. IABC Communication World, 13(7):18-21.
  46. MOSS, D. & WARNABY, G. 1997. (In Kitchen, P.J., Public relations: Principles and practice. London International Thomson Business Press.)
  47. MOSS, D., WARNABY, G. & NEWMAN, A.J. 2000. Public relations practitioner role enactment at the senior management level within UK companies. Journal of Public Relations Research, 12( 4 ):277-307. https://doi.org/10.1207/S1532754XJPRR1204_1
  48. NEUBAUER, K. 1997. Critical thinking dominates IABC conference. IABC Communication World, 14(8):27-3 5.
  49. PAGE, A. W. 196 7. (In Griswold, G., How AT&T public relations policies developed. Public Relations Quarterly, 12:7-16.)
  50. PAVLIK, J.V. 1987. Public relations: What research tells us. Newbury Park/London : Sage.
  51. PRISA. 2000. Code of professional standards for the practice of public relations. PR & Communications Africa, 6(2):41.
  52. ROBBINS, S. P. 1990. Organisation theory: Structure, design, and applications. Englewood Cliffs, New Jersey : Prentice-Hall.
  53. RSA INQUIRY. 1996. Tomorrow's company. London : RSA.
  54. SEITEL, F.P. 1995. The practice of public relations. New Jersey : Prentice-Hall.
  55. SETHI, S.P. 1996.. (In Carroll, A.B., Business and society: Ethics and stakeholder management. Cincinnati, Ohio : South-Western College Publishing.)
  56. SMITH, M.J. 1988. Contemporary communication research methods. Belmont, California : Wadsworth Publishing.
  57. STEYN, B. 2000a. CEO expectations in terms of PR roles-A new communication order. Paper delivered at the Communication 2000 (SACOMM) Conference at the University of Pretoria, 4 May.
  58. STEYN, B. 2000b. CEO expectations in terms of PR roles. Communicare, 19(1):20-23.
  59. STEYN, B. 2000c. Strategic management roles of the corporate communication function. Research script in partial fulfilment of the requirements for a lectured masters degree in Communication Management, University of Pretoria.
  60. STEYN, B. 2002. From 'strategy' to 'corporate communication strategy': A conceptualisation. Paper
  61. https://doi.org/10.1108/13632540410807637
  62. delivered at the 9th International Public Relations Research Symposium, held at Lake Bled, Slovenia from 4-7 July.
  63. STEYN, B. (not completed). Determining CEO satisfaction with the role played by the most senior corporate communication practitioner-A gap analysis. Thesis to be submitted in fulfilment of the requirements for the degree Doctor Commercii (Communication Management), University of Pretoria.
  64. STEYN, B. & PUTH, G. 2000. Corporate communication strategy. Sandown : Heinemann.
  65. STURDIVANT, F.D. & VERNON-WORTZEL, H. 1990. Business and society: A managerial approach. Homewood, Illinois : Irwin.
  66. VAN RIEL, C.B.M. 1995. Principles of cnrporate communication. Hertfordshire, UK : Prentice Hall.
  67. VAN RULER, B. 1997. Communication: Magical mystery or scientific concept? Professional views of public relations practitioners in the Netherlands. (In Moss, D., MacManus, T. & Vercic, D. eds. Public relations research: An international perspective. London : International Thomson Business.
  68. VAN RULER, B. 2000. Future research and practice of public relations, a European approach. Proceedings of the 7th Annual Symposium, Lake Bled, Slovenia, 7-8 July.
  69. VERCIC, D., VAN RULER, B., BUTSCH!, G. & FLODIN, B. 2001. On the definition of public relations: A European view. Public Relations Review, 27:373-387. https://doi.org/10.1016/S0363-8111(01)00095-9
  70. VERWEY, S. 1998. The age of communication: A new organisational paradigm for the new millennium. Communicare, 17(2):1-15.
  71. WINDELBAND, W. 1980. History and natural science. History and Theory, 19(2):165-184. https://doi.org/10.2307/2504797
  72. WRIGHT, D.K. 1995. The role of corporate public relations executives in the future of employee communications. Public Relations Review, 21(3):181-198. https://doi.org/10.1016/0363-8111(95)90020-9
  73. YAVITZ, B. & NEWMAN, W.H. 1990. (In Sturdivant, F.D. & Vernon-Wortzel, H., Business and society: A managerial approach. Homewood, Illinois : Irwin.)
How to Cite
A meta-theoretical framework for the role of the corporate communication strategist. (2022). Communicare: Journal for Communication Studies in Africa, 21(2), 42-62. https://doi.org/10.36615/jcsa.v21i2.1822

Send mail to Author

Send Cancel

Similar Articles

You may also start an advanced similarity search for this article.

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate