TY  - JOUR
AB  - Purpose– This paper aims to propose a typology of corporate communication strategy; to investigate whether the typology is present among Fortune 500 corporations; and to explore whether there is a dominant strategy and industrial differences among them.Design/methodology/approach– A content analysis of all 2008 Fortune 500 corporate web sites was undertaken.Findings– This paper finds that there are three corporate communication strategies used to affect publics' corporate associations: corporate ability (CAb) strategy; corporate social responsibility (CSR) strategy; and a hybrid strategy. The results demonstrate that a majority of corporate public relations for Fortune 500 companies emphasize a CAb communication strategy over a CSR or hybrid strategy, whereas the top 100 Fortune 500 corporations focus on a CSR strategy over the other two strategies. Industrial differences are also found in adopting different corporate strategy among the companies.Originality/value– The applied value of this research it is that provides convincing and realistic insights about contemporary corporate communication strategy and a valuable set of communicative directives to public relations practitioners managing corporate‐context communications with stakeholders since it explores dominant corporate strategy among Fortune 500 companies.
VL  - 14
IS  - 1
SN  - 1363-254X
DO  - 10.1108/13632541011017816
UR  - https://doi.org/10.1108/13632541011017816
AU  - Kim Sora
AU  - Rader Scott
PY  - 2010
Y1  - 2010/01/01
TI  - What they can do versus how much they care: Assessing corporate communication strategies on Fortune 500 web sites
T2  - Journal of Communication Management
PB  - Emerald Group Publishing Limited
SP  - 59
EP  - 80
Y2  - 2024/04/23
ER  -