Advance Search

Model for developing corporate communication strategy

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

Model for developing corporate communication strategy. (2022). Communicare: Journal for Communication Studies in Africa, 19(2), 1-33. https://doi.org/10.36615/jcsa.v19i2.1871
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 29, 2022
  • Published: October 31, 2022

Abstract

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.

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. Ansoff, H.I. 1977. The changingshape of the strategic problem. Paper presented at a special conference on business policy and planning research: The state of the art. Pittsburgh, May.
  2. Ansoff, H.I. 1980. Strategic issue management. Strategic Management Journal, 1:131-148. https://doi.org/10.1002/smj.4250010204
  3. Bartha, P.F. 1994. Managing corporate external issues. Business Quarterly, Summer: 138.143.
  4. Bittel, L.R. 1989. The McGraw-Hill 36-hour manogement course. USA: Donnelley & Sons.
  5. Blewett, S. 1993. Who do people say that we are? IABC Communication World, 10(7):13-17.
  6. Budd, J. 1995. Commentary: Communication doesn't define PR, it diminishes it. Public Relotions Review, 21(3):177-179.
  7. https://doi.org/10.1016/0363-8111(95)90019-5
  8. Chaffee, E.E. 1985. Three models of strategy. Acodemy of Manogement Review, 10(1):89-98. https://doi.org/10.2307/258215
  9. Cutlip, S.M., Center, A.H. & Broom, G.M. 1994. Effective public relations. Seventh edition. Englewood Cliffs, New Jersey: Prentice-Hall.
  10. Deal, r.E. & Kennedy, A.E. 1982. Corporate culture: The rites ond rituals of corporate life. Reading, Massachusetts: Addison-Wesley.
  11. Digman, L.A. 1990. Strategic management. Second edition. Homewood, Illinois: BPI/ Irwin.
  12. Dill, W.R. 1979. Commentary in strategic monogement: A new view of business policy and planning. Boston: Little, Brown.
  13. Dozier, D.M. & Grunig, L.A. 1992. Organisation of the public relations function. In Grunig JE (ed),
  14. Excellence in public relations and communicotion management, Lawrence Erlbaum Associates: Hillsdale, New Jersey.
  15. Dozier, D.M., Grunig, L.A. & Grunig, J. 1995. Manager's guide to excellence in public relations and communicotion management. Mahwah, New Jersey: Lawrence Erlbaum Associates.
  16. Drucker, P. 1988. In Kotler, P. Marketing management. Sixth edition. Englewood Cliffs, New Jersey: Prentice Hall International Inc.
  17. Duncan, R.B. 1972. Characteristics of organisational environments and perceived environmental uncertainty. Administrative Science Quarterly, 17:313-327.https://doi.org/10.2307/2392145
  18. Dutton, J.E. & Ottensmeyer, E. 1987. Strategic issue management systems: Forms, functions and contexts. Academy of Monagement Review, 9:355-365.https://doi.org/10.2307/258541
  19. Ehling, W.P. 1992. Public relations education and professionalism. In Grunig, J.E. (Ed.). Excellence in public relations ond communication monogement. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
  20. Eiselen, J. 1992. Lecture on strotegic planning and communicat~on strategy. Delivered to students during PRISA's first public relations management course. November, Johannesburg.
  21. Esman, M.J. 1984. In Grunig, J.E. & Hunt, T. Manoging public relations. New York: Holt, Rinehart & Winston.
  22. Freeman, R.E. 1984. Strotegic manogement: A stokeholder opprooch. Boston: Pitman.
  23. Freeman, E. & Lifdtka, J. 1997. Stakeholder capitalism and the value chain. European Management Journol, 15(3):286-296.
  24. https://doi.org/10.1016/S0263-2373(97)00008-X
  25. Freeman, R.E. & Reed, D.L. 1983. Stockholders and stakeholders: A new perspective on corporate governance. In Huizenga, C.J. (ed.), Proceedings of Corporate Governance: A definitive explorotion of the Issues. UCLA Extension. https://doi.org/10.2307/41165018
  26. Greene, C.N., Adam, E.A. Jr. & Ebert, R.J. 1985. Monogement for effective performance. Englewood Cliffs, New Jersey: Prentice-Hall.
  27. Groenewald, J.M. 1998. 'n Konseptualisering van kommunikasie-bestuursopleiding. Communicore, 17(2):42.
  28. Grunig, J.E. 1989. Symmetrical presuppositions as a framework for public relations theory. In Botan, C.H. & Hazleton, V. Jr. Public relations theory. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
  29. Grunig, J.E. 1992. Communication, public relations and effective organisations: An overview of the book.
  30. In Grunig, J.E. (ed.). Excellence in public relations and communication management. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
  31. Grunig, J.E. & Hunt, T. 1984. Managing public relations. New York: Holt, Rinehart and Winston Inc.
  32. Grunig, J.E. & Repper, F.C. 1992. Strategic management, publics and issues. In Grunig, J.E. (Ed.).
  33. Excellence in public relations and communication monogement. Hilkdale, New Jersey: Lawrence Erlbaum Associates Publishers.
  34. Hainsworth, B.E. & Wilson, L.J. 1992. Strategic programme planning. Public Relations Review, 18(1):9- 15.
  35. https://doi.org/10.1016/0363-8111(92)90017-S
  36. Hendrix, J.A. 1992. Public relations coses. Second edition. Beimont, California: Wadsworth Publishing Company.
  37. Higgins, H.M. 1979. Orgonisotionol policy and strategic management: Texts and cases. Hinsdale, Illinois: Dryden.
  38. Jain, S.C. 1997. Marketing planning and strategy. Fifth edition. Cincinnati, Ohio: South-Western College Publishing.
  39. Jefkins, F. & Ugboajah, F. 1986. Communication in industriolising countries. London: Macmillan.
  40. Kami, M. 1984. Strategic planning for changing times. Dayton, Ohio: Cassette Recording Co.
  41. Kendall, R. 1992. Public relations campaign strategies: Plonning for implementation. New York: HarperCollins Publishers.
  42. King, W.R. 1982. Using strategic issue analysis. Long Ronge Planning, 15(4):45-49. https://doi.org/10.1016/0024-6301(82)90090-5
  43. Lenz, R.T. & Engiedow, J.L. 1986. Environmental analysis: The applicability of current theory. Strategic Management Journal, 7(4):329-346. https://doi.org/10.1002/smj.4250070404
  44. Lerbinger, 0. 1977. Corporate use of research in public relations. Public Relations Review, 3(Winter):ll19. https://doi.org/10.1016/S0363-8111(77)80002-7
  45. Long, L.W. & Hazelton, V. 1987. Public relations: A theoretical and practical response. Public Relations Review, 13(2):3-13. https://doi.org/10.1016/S0363-8111(87)80034-6
  46. McQuail, D. & Windahl, 5. 1993. Communication models. Second edition. New York: Longman.
  47. Mintzberg, H. 1987. Crafting strategy. Howard Business Review, July/August.
  48. Mintzberg, H. 1994. The fall and rise of strategic planning. Howard Business Review, Jan/ Feb:107-114.
  49. Mitroff, 1.1. 1994. In Spies, P. Experience with futures research in South Africa. Futures, 26(9):964-979. https://doi.org/10.1016/0016-3287(94)90121-X
  50. Moorhead, G. & Griffin, R.W. 1989. Orgonisotionol behavior. Second edition. Boston: Houghton Mifflin.
  51. Pearce, J.A. I1 & Robinson, R.B. Jr. 1997. Strategic monogement: Formulation, implementation, and control. Sixth edition. Chicago: Irwin.
  52. Peters, T.J. & Waterman, R.H. Jr. 1982. In search of excellence. New York: Haroer & Row.
  53. Porter, M. 1997. Creating tomorrow's advantages. In Gibson, R. Rethinking the future. London: Nicholas Brealey Publishing.
  54. Quirke, B. 1996. Putting communication on management's agenda. Journal of Communication Management, 1(1):67-79.
  55. https://doi.org/10.1108/eb023421
  56. Rensburg, R.S. 1994. Public relations communication media. In Lubbe, B.A. & Puth, G. Pubilc relations: A management reader. Durban: Butterworths.
  57. Robert, M. 1997. Strategy pure and simple II. Revised edition. New York: McGraw-Hill.
  58. Scholes, E. &James, D. 1997. PLanning stakeholder communication. Journal of Communication Management, 2(3):277-285.
  59. https://doi.org/10.1108/eb023471
  60. Seitel, F.P. 1992. The practice of public relations. New York: Macmillan Publishing Company.
  61. Steyn, B. 1999. Intewiews with chief executives in South Africa to obtain their expectotions for the activities to be performed by the most senior corporate communication practitioner in their organisation. Research conducted as part of a doctoral thesis, not completed. University of Pretoria.
  62. Steyn, B. 2000a. The South Afncon CEO's role expectations for a public relations manager. Paper delivered at the Public Relations Society of America (PRSA) Educators Academy International, Interdisciplinary Public Relations Research Conference, Miami, 30 March - 2 April.
  63. Steyn, B. 2000b. Corporate communication strategy - Missing link between corporate strategy and communication function. Paper delivered at the 18th Annual SACOMM Conference held at the University of Pretoria, 4-5 May.
  64. Steyn, B. 2000~. 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, 30 June.
  65. Steyn, B. 2000d. Strategic communication management. Study guide and class notes for KO6 361. University of Pretoria, 15 July.
  66. Tibble. 5. 1997. Developing communications strategy. Journal of Communication Management, 1(4):356- 361. nhttps://doi.org/10.1108/eb023438
  67. Trainor, L.L. 1990. Corporate communication manual. Englewood Cliffs, New Jersey: Prentice Hall.
  68. Van Riel, C.B.M. 1995. Pn'nciples of corporate communication. Hertfordshire, UK: Prentice Hall,
  69. Van Wyk, R.J. 1976. A review of some long-term trends in South Africa. In Spies P 1994. Experience with futures research in South Africa. Futures, 26(9):964-979.https://doi.org/10.1016/0016-3287(94)90121-X
  70. Webster, P.J. 1990. Strategic corporate public relations: What's the bottom line? Public Relations Journal, 46(2):18-21.
  71. Weick, K. 1969. The social psychology of organizing. Reading, Massachusetts: Addison-Wesley.
  72. Wheeler, D. & Sillanpaa, M. 1997. The stakeholder corporation. London: Pitman Publishing.
  73. White, J. & Mazur, L. 1995. Strategic communications monagement: Makingpublic relations work. Wokingham, England: Addison-Wesley.
  74. Windahl, S., Signitzer, B.H. & Olson, J.T. 1993. Using communication theory: An introduction to planned communication. London: Sage Publications.
How to Cite
Model for developing corporate communication strategy. (2022). Communicare: Journal for Communication Studies in Africa, 19(2), 1-33. https://doi.org/10.36615/jcsa.v19i2.1871

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