Model for developing corporate communication strategy

Abstract

The body of knowledge in the field of corporate communication indicates a strategicrole for the corporate communication manager. However, there are but a few referencesto corporate communication 'strategy' in a strategic organisationa( context. Fewpractitioners seem to understand the meaning of strategy, although it is a known,uncomplicated concept to those familiar with management theory. The key problemseems 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 corporatecommunication context. Based on the strategic management Literature, corporatecommunication strategy is conceptualised as a functional strategy, providing focusand direction to the corporate communication function. It is differentiated fromimplementation strategy as it is known in the communication plan - the latter beingthe approach to communication activities. Corporate communication strategy isproposed as providing the missing link between the corporate strategy and the corporatecommunication function.