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From strategy to corporate communication strategy: A conceptualisation

Article Information:

Title:

From strategy to corporate communication strategy: A conceptualisation

Author(s):

Benita Steyn

Journal:

Journal of Communication Management

Year:

2003

Volume:

8

Issue:

2

Page:

168 - 183


ISSN:

1363-254X


DOI:

10.1108/13632540410807637

Publisher:

MCB UP Ltd

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Abstract:

Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised as a functional strategy, providing focus and direction to the corporate communication function. Acting as a framework for the communication plans developed to implement the strategy, it makes the corporate communication function relevant in the strategic management process by providing the link between key strategic issues facing the organisation and communication plans. Corporate communication strategy is seen to be the outcome of a strategic thinking process by senior communicators and top managers taking strategic decisions with regard to the identification and management of, and communication with, strategic stakeholders.

Keywords:

Corporate communication, Corporate communication strategy, Public relations, Public relations strategy, Public relations theory, Strategic corporate communication, Strategic management, Strategy


Article Type:

Viewpoint


Article URL:

http://www.emeraldinsight.com/10.1108/13632540410807637

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