Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised as a…
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.
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Benita Steyn and Lynne Niemann
This paper seeks to explicate the strategic contribution of the corporate communication/ public relations function (PR) to enterprise strategy development at macro‐organisational…
Abstract
Purpose
This paper seeks to explicate the strategic contribution of the corporate communication/ public relations function (PR) to enterprise strategy development at macro‐organisational level with the aim of contributing towards its institutionalisation.
Design/methodology/approach
The approach takes the form of a literature review and conceptual analysis, reflective PR paradigm and corporate social performance approach.
Findings
Enterprise strategy is the suggested mechanism and a relevant strategy process for incorporating societal and stakeholder expectations, values, norms and standards into the organisation's strategy development processes. Enterprise strategy explicates corporate communication/PR's strategic contribution at the macro‐organisational level. Societal expectations, values, standards and norms are expressed through concepts such as CSR, corporate governance, good corporate citizenship, sustainability, and the Triple Bottom Line; manifest through non‐legislative measures such as the Global Sullivan Principles of CSR, the Global Reporting Initiative, the Social Responsibility Investment Index of the JSE, as well as voluntary codes such as the Cadbury Report (UK) and the King Reports I, II and III in South Africa (SA); and are addressed through legislative measures such as the Sarbanes‐Oxley Act (USA) and the Employment Equity/Broad‐based Black Economic Empowerment/Financial Intelligence Centre Acts (SA).
Originality/value
This article addresses the dearth of literature on enterprise strategy and corporate communication/PR's strategic role at top management level by conceptualising enterprise strategy and explicating corporate communication's strategic contribution within its framework – indicating corporate communication's focus to be on the social (People) and environmental (Planet) pillars of the Triple Bottom Line approach, rather than its financial aspects (Profit).
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Gerhard Bütschi and Benita Steyn
The purpose of this paper is to argue that academics should have an intimate understanding of the practical problems facing the corporate communication/public relations profession.
Abstract
Purpose
The purpose of this paper is to argue that academics should have an intimate understanding of the practical problems facing the corporate communication/public relations profession.
Design/methodology/approach
The paper discusses how good theory should guide research towards crucial questions and enlighten the profession.
Findings
Academics should build theory that guides research toward crucial questions to enlighten the profession. The research agenda should include macro issues such as the purpose of corporate communication in the new business paradigm; its contribution to organisational effectiveness; scope of delivery; strategy development and alignment; functional integration; return on investment; and the core competencies, processes and structures needed to enhance performance. This will create the knowledge to rectify current criticisms and fulfil top management expectations of the corporate communication function.
Originality/value
The paper highlights how theory on strategic communication management is the key to unlocking the boardroom.