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From strategy to corporate communication strategy: A conceptualisation

From strategy to corporate communication strategy: A conceptualisation 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

From strategy to corporate communication strategy: A conceptualisation

Journal of Communication Management , Volume 8 (2): 16 – Apr 1, 2004

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References (100)

Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632540410807637
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Apr 1, 2004

Keywords: Strategy; Corporate communication; Public relations; Corporate communication strategy; Public relations strategy; Strategic management; Strategic corporate communication; Public relations theory

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