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From strategy to corporate communication strategy: A conceptualisation

Benita Steyn (Faculty of Management, Cape Technicon, PO Box 652, Cape Town 8000, South Africa)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 31 December 2003



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.



Steyn, B. (2003), "From strategy to corporate communication strategy: A conceptualisation", Journal of Communication Management, Vol. 8 No. 2, pp. 168-183.




Copyright © 2003, Emerald Group Publishing Limited

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