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Corporate Communication Strategy highlights the critical importance of corporate communication as a strategic management function in any organisation. Over the last two decades, the role of the corporate communication practitioner has developed from a communication technician working on the implementation level to a managerial role for the person heading the corporate communication function. However, recent research indicates that the South African chief executive increasingly expects the communication manager to play the role of strategist as well. This entails taking part in the strategic management process by identifying strategic stakeholders and their major concerns, interpreting the consequences thereof for the organisation and solving problems in the organisation's relationships with stakeholders.
This book provides theoretical guidelines as well as a step-by-step model for achieving these goals. It also provides students and practitioners with a greater understanding of the strategic management of corporate communication.
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