A corporate communication strategy is a strategic document that helps an organisation to focus and have direction in communicating to its various stakeholders. To strategically manage an organisation and contribute to its success, effective corporate communication is vital as it binds communication objectives and organisational goals. In addition, the effectiveness of organisational communication is only backed by a corporate communication strategy (Steyn, 2000:12). Moreover, the communication strategy connects the corporate communication role with all other organisational strategies such as enterprise, corporate and business. Steyn and Puth (2000:52-53) defines the communication strategy as the spinal cord for every business as it directs the company to achieve its desired future state (DFS).
A corporate communication strategy is vital for any organisation’s survival. Steyn (2007:140) argue that having a corporate communication strategy in place, puts a company in a position where it continuously scans the environment, so that it can be aware of societal uncertainties and therefore, capitalise on that to build strategic relationships with its stakeholders. The communication strategy puts organisations in a state of being proactive rather than reactive, organisations plan stakeholder relationship, cost reduction, reputation management and revenue generation.
In addition, a communication strategy gives the organisation direction and therefore, to focus on its mission and vision statements, this ensures that the primary objective of the organisation is reached (Heath, 2007:43); (Huang, 2007:250); (Steyn, 2007:159).
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