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Article
Publication date: 21 May 2021

Oyindamola Abiola Ajayi and Tsietsi Mmutle

The purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores…

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Abstract

Purpose

The purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the communication strategies and channels organisations deemed reputable by stakeholders use to achieve an effective CSR communication.

Design/methodology/approach

To achieve this, a qualitative content analysis using the directed approach was conducted on the textual CSR communication materials of ten reputable organisations in South Africa based on the 2018 South Africa Reptrak survey.

Findings

Result showed that seven out of ten organisations use both self-serving and society-serving motive in their CSR communication, while the other 3 use only the society serving motive. The informing strategy was also more evident in the CSR communication materials than the interactive strategy. In terms of the communication channels, the study found that organisations mainly utilise controlled channels for CSR communication.

Originality/value

The literature reviewed and the findings of this study reveal a gap between the theory and practice of CSR communication. This drives the need for organisations to research and tailor CSR communication based on stakeholders' unique characteristics and preferences. The paper also contributes to improving the knowledge on the role different CSR communication strategies and channels play in CSR communication.

Details

Corporate Communications: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 1 August 2016

Soojin Kim

The purpose of this paper is to identify factors influencing an organization’s predisposition to bridging strategy, and tests relationships between those factors and…

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3481

Abstract

Purpose

The purpose of this paper is to identify factors influencing an organization’s predisposition to bridging strategy, and tests relationships between those factors and bridging strategy.

Design/methodology/approach

Online survey was conducted in South Korea. Hierarchical regression was used.

Findings

Identified factors are environmental complexity, top management attitude toward stakeholders, analysis orientation, and authoritarian culture.

Research limitations/implications

By adopting the concept and measures of bridging as an organization’s public-engagement strategy, this study was able to capture an organization’s strategic approach for problem-solving in communication management.

Practical implications

Strong analysis orientation allows organizations to look into problems in their complex environments affecting their performance and their key stakeholders before deciding on strategies; resultantly, they are more likely to reduce problems and to improve their performance. In contrast, authoritarian culture discourages an organization’s adoption of bridging strategy.

Originality/value

This study is the first empirical study investigating the dynamics of factors influencing organizations’ strategic predisposition in communication management.

Details

Journal of Communication Management, vol. 20 no. 3
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 1 April 2006

Triveni Kuchi

Purpose – Libraries have been experiencing relentless change and uncertainty in their environment. The literature on corporate communications, strategic management and…

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5869

Abstract

Purpose – Libraries have been experiencing relentless change and uncertainty in their environment. The literature on corporate communications, strategic management and planning, marketing and public relations more recently, has been recommending using communications as a strategy to coherently and proactively handle and foresee change. Planning and using an overall communications strategy will bring integrity and adherence to the library's goals and direction while reducing the discomfort of change. This selected bibliography is a quick starting point for understanding the significance of an overall communication strategy and its use for managing conflicts and changes in the library's environment strategically. Design/methodology/approach – This article covers books and articles from mid‐1980s to 2004, published around the world. The sources are listed alphabetically by author and then chronologically for different sources by the same author, providing brief but useful information about the content covered for each source. Findings – This bibliography illustrates a variety of research from corporate communications, strategic planning, communications management, marketing and public relations literature that emphasize the role of communication in strategic management. Research limitations/implications – It records a comprehensive list of publications covering international perspectives as well as publications about communication strategy. Practical implications – This selected bibliography is primarily intended for librarians, library planners, managers or administrators, but is also relevant to corporate and business professionals, planners and administrators. Further, it would also be a useful resource for students, faculty and researchers of communication. Originality/value – This bibliography presents a much needed resource list for gathering insights into the strategic role of communication for organizations such as the library that are in a state of constant change.

Details

Library Management, vol. 27 no. 4/5
Type: Research Article
ISSN: 0143-5124

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Article
Publication date: 2 September 2019

Karolin Köhler and Ansgar Zerfass

The purpose of this paper is to address an important but seldom explored field of study: the communication of corporate strategies to external and internal stakeholders…

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1541

Abstract

Purpose

The purpose of this paper is to address an important but seldom explored field of study: the communication of corporate strategies to external and internal stakeholders. The relevance of the topic can be tracked both in communication studies and in management research, but empirical insights are rare. The paper addresses this research gap by asking: How do listed companies in key industrial markets communicate publicly about their corporate strategy?

Design/methodology/approach

A comprehensive content analysis of corporate websites was conducted for a sample of the 20 largest listed companies in the UK, the USA and Germany (n=60). The subsequent benchmark analysis has identified best practices and highlighted them in detail.

Findings

The study revealed significant differences between companies and countries in the sample for most of the dimensions. Cross-country comparisons confirm these differences statistically: German companies score significantly higher in the benchmark than British or US companies.

Practical implications

This paper outlines quality criteria for professional strategy communication, helping practitioners to improve their activities and contribute to organizational goals.

Originality/value

The study offers a holistic approach to strategy communication by providing an interdisciplinary theoretical foundation as well as insights into corporate practice, with the aim of laying the ground for further research and discussion in both academia and practice.

Details

Journal of Communication Management, vol. 23 no. 4
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 8 June 2015

Dorothea Schaffner, Sascha Demarmels and Uta Juettner

The purpose of this paper is to explore consumers’ responses to emotional and normative communication in comparison with traditional informational campaigns promoting…

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1481

Abstract

Purpose

The purpose of this paper is to explore consumers’ responses to emotional and normative communication in comparison with traditional informational campaigns promoting pro-environmental behavior in the context of biodiversity. By adopting the approach of likeability of the communication, the paper identifies which type of communication strategy is liked by consumers’ and which dimensions define likeability in the context of biodiversity. The goal is to improve the effectiveness of communication messages delivered by social marketers or public policy makers through a better understanding of consumers’ responses to different communication strategies.

Design/methodology/approach

To investigate which communications strategies are perceived as likeable in the context of promoting biodiversity and to explore the dimensions that underlie likeability of the communication a qualitative study was conducted. First, the information design with the different communication strategies has been developed. Second, focused interviews with 25 individuals have been conducted.

Findings

Results indicate that communication strategies using positive emotions led to most favorable responses. Further, findings suggest that informational strategies seem to result in positive attitudes when they tap on procedural knowledge. Favorable judgments are linked with communication strategies that create awareness or which are relevant and informative.

Research limitations/implications

Further empirical research is suggested exploring consumers’ responses to communication strategies that combine emotions and facts.

Practical implications

Based on the findings of this study, social marketers and public policy makers are recommended to use a combination of communication strategies that evoke positive emotions and provide consumers with the facts necessary to take action.

Originality/value

The paper allows for an integrated view and contributes to an increased understanding of responses to communication strategies and provides valuable practical implications for social marketers and public policy makers.

Details

Journal of Consumer Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 June 2018

Luca Quaratino and Alessandra Mazzei

The purpose of this paper is to examine the role of managerial strategies in promoting employee brand consistent behavior. Using a recently developed holistic model of…

Abstract

Purpose

The purpose of this paper is to examine the role of managerial strategies in promoting employee brand consistent behavior. Using a recently developed holistic model of behavioral branding, that suggests that a wide array of managerial strategies affects the branding process, this study addresses two specific questions: what communication strategies, in the opinion of managers, sustain employee brand consistent behavior? And what are the most important factors, both contextual and related to their cognitive-emotional states, that employees think affect their brand ambassadorship behavior?

Design/methodology/approach

A long-term research program was conducted based on a multiple methods research strategy to answer the two questions. The choice of different methods was mainly based on the specific characteristics of the two targets: communication managers and employees. The first one based on interviews with 32 managers, and the second one based on a case study of a single company.

Findings

The results show that enablement-oriented strategies are more effective than communication-oriented strategies in sustaining employee brand builder roles. Weak employee commitment, unsatisfactory external communication, and low levels of motivation are strong contextual factors inhibiting employee attitudes to brand ambassadorship, one of the most relevant employee brand consistent behaviors in competitive contexts. The main practical implication is that companies should engage employees as brand ambassadors, not by means of prescriptions of in-role behavior, but enablement strategies leading to authentic and voluntary behaviors; besides, that companies should put a significant effort in “preparing the soil,” i.e. investing in enhancing employee commitment, level of motivation, and understanding/alignment with the external communication.

Practical implications

The main practical implication is that companies should engage employees as brand ambassadors not by means of in-role behavior prescriptions rather by means of enablement strategies leading to authentic and voluntary behaviors. Besides, managers should invest significant efforts in enhancing employee motivation, commitment, and understanding/alignment to external communication as they represent key factors in sustaining brand ambassadorship behaviors.

Originality/value

The values of the study lies in having highlighted the crucial role of enablement-oriented strategies, and the relevance of specific contextual variables affecting the attitude of employee toward brand consistent behaviors.

Details

EuroMed Journal of Business, vol. 13 no. 2
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 31 December 2003

Benita Steyn

Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised…

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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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Book part
Publication date: 15 June 2015

Pia Ulvenblad

The aim of this chapter is to propose a model of entrepreneurs’ communication strategies in the start-up process by synthesizing previous empirical research. The focus on…

Abstract

The aim of this chapter is to propose a model of entrepreneurs’ communication strategies in the start-up process by synthesizing previous empirical research. The focus on communication strategies in the start-up process is important for several reasons. We know that many businesses fail during the first year of existence and others are liquidated during the first three years of operation. We also know that new businesses face problems when entering the market. These problems are assumed to arise partly due to the liability of newness (LoN), that is lack of a track record and legitimacy. The model of communication strategies is built upon entrepreneurs’ communicative practices since strategy is seen as a social practice. The chapter also emphasizes communication strategies as being a part of the research field strategic entrepreneurship. The model focuses communicative behaviours in terms of the message and the conversation as well as the chosen strategy in terms of planned and emergent strategies. Three types of communication strategies emerge from the communication practices; (i) content-centred, (ii) behaviour-centred and (iii) adaptive-centred.

Details

New Technology-Based Firms in the New Millennium
Type: Book
ISBN: 978-1-78560-032-6

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Article
Publication date: 13 October 2020

Demola Obembe, Jarrah Al Mansour and Oluwaseun Kolade

The purpose of this paper is to build on the research-supported view that interactions between top and middle management enhances effective implementation of…

Abstract

Purpose

The purpose of this paper is to build on the research-supported view that interactions between top and middle management enhances effective implementation of organizational strategies by exploring the role of internal actors in driving organizational strategy at the intersection between strategy formulation and strategy implementation.

Design/methodology/approach

Adopting a social practice perspective, we undertook semi-structured interviews of 27 top and middle level managers drawn from a single case organization. Data collected were analysed using thematic analysis.

Findings

Differences in managerial perception of strategy has significant impact on implementation of strategic decisions as well as creating tensions in recursive communication practices between internal social actors. Furthermore, individual perceptions cannot only limit the extent of strategy awareness amongst key actors, the manifestations through social interaction between top and middle managers is a critical determinant of effective communication and realization of organizational strategy.

Originality/value

The research contributes to the strategy process and practice literature by exploring the dynamic interactions taking place at the intersections of strategy formulation-implementation phases of organizational strategy. It particularly highlights practical issues in top and middle manager interactions and implications for successful strategy implementation.

Details

Management Decision, vol. 59 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 4 May 2012

Juliana Raupp and Olaf Hoffjann

The purpose of this article is to provide a new perspective on the relationship between communication management as a strategic process and corporate strategy.

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6760

Abstract

Purpose

The purpose of this article is to provide a new perspective on the relationship between communication management as a strategic process and corporate strategy.

Design/methodology/approach

This paper compares approaches of the prescriptive and the descriptive branch of strategy research and highlights how these seemingly contradictory strategy concepts are interrelated. It integrates decision‐making and interpretive perspectives on strategy in management and transfers those perspectives to strategy in communication management. Two areas of communication management, problem definition and the identification of stakeholders, serve as examples to illustrate the conceptual framework.

Findings

A conceptual model of strategic decision making in communication management is developed. Strategy in communication management is understood as deliberately creating decision‐making situations. Strategic decisions in communication management are part of both retrospective and prospective sensemaking processes in organizations.

Originality/value

This paper points to fruitful tensions between different strategy concepts and suggests ways to resolve this tension partly. It offers further insights into the role of strategy in communication management by providing a comprehensive view on strategies of communication management from the perspectives of strategy content and strategy process research.

Details

Journal of Communication Management, vol. 16 no. 2
Type: Research Article
ISSN: 1363-254X

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