1.1 Discuss the Purpose of Corporate Communication Strategies

16606 Words Apr 2nd, 2015 67 Pages
FROM ‘STRATEGY’ TO ‘CORPORATE COMMUNICATION STRATEGY’: A CONCEPTUALISATION

Paper delivered at the 9th International Public Relations Research Symposium, held at Lake Bled from 4-7 July, 2002

Benita Steyn APR Lecturer

Dept of Marketing and Communication Management Faculty of Economic and Management Sciences University of Pretoria SOUTH AFRICA 0002

(27 12) 420-4040 w (27 12) 362-5085 fax bsteyn@hakuna.up.ac.za

TABLE OF CONTENTS
1. 2.
2.1 2.2 2.3 2.4

INTRODUCTION DEFINITION OF TERMS
CORPORATE COMMUNICATION PUBLIC RELATIONS STRATEGY STAKEHOLDERS AND PUBLICS

1 1
1 1 2 2

3. APPROACHES TO THE ROLE OF BUSINESS IN SOCIETY AS A METATHEORETICAL FRAMEWORK
3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 THE SHAREHOLDER APPROACH THE SOCIAL
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6.1 6.2

CORPORATE COMMUNICATION STRATEGY – A CONCEPTUALISATION
METATHEORETICAL ASSUMPTIONS STRATEGIC MANAGEMENT AS A THEORETICAL FRAMEWORK

20
20 20

7. 8. 9.

CORPORATE COMMUNICATION STRATEGY – AN OPERATIONALISATION CONCLUSION LIST OF REFERENCES

21 22 23

ii

ABSTRACT Strategic management theory differentiates between enterprise, corporate, business-unit, functional and operational strategy. With reference to these strategy levels, 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 the organisational mission and communication plans. Corporate communication strategy is seen to be the outcome of a strategic thinking process by senior