An examination into the role of corporate communication staff in the formation and implementation of business strategy and the facilitation of business innovation

Berebende, LD

Abstract

Communication is increasingly gaining the status of a valuable, if not
Indispensable management tool, together with the obligations that such status
carries. Compared with about ten years ago communication managers are no
longer seen as mere information conduits, rather they act as fully fledged
strategic advisers to senior managers. In common with financial management,
production management and human resources management, communication is
expected to contribute to the achievement of company objectives.
Until recently communication was seen as the exclusive territory of the 'public
relations' and 'marketing communications' departments. However, this era
now seems to have come to an end, as witnessed particularly in the rise of
'new' forms of communication within such functional management domains
such as 'financial management' (investor relations), 'production management'
(e.g environmental communication), and 'personnel management' (labour
market communication) which communicate with internal and external target
groups apparently outside the scope of influence of the 'traditional'
communication departments.
According to Van Riel (1995) corporate communication is an all embracing
framework coordinating marketing, organisational and management
communication - integrating the total business. Although much has been
written on the subject, no empirical study on the role and tasks of the director
of corporate communications has been found. Despite an increased academic
interest in organisational communication and in strategy implementation this
area has received scant attention to the role of organisational communication
in the process of strategy implementation and often fail to address fully the
issues relating to organisational communication in diverse, dynamic and
complex contemporary organisations. It is interesting to note that there is no
universally accepted definition of the concept, nor a unified title for the person
who holds the office (Dolphin and Fan, 2000). The role of communication is
still embryonic as an established function; it is misunderstood in many
organisations. One word repeated throughout this literature is 'strategic',
public relations managers should provide strategic counsel, they should take
part in strategy formulation, and they must be able to implement strategies.
Bronn (2001) then wonders why is it, however, that so many agree that public
relations are still not making it to the top management teams. This makes the
task less clear cut Academics seems to be undecided about what is expected of
the PR practitioner. There are a variety of different descriptions given to
essentially the same task. All put different emphasis on much the same job.
There can be little debate that corporate communications has become a key
competitive weapon. Organisations whether in the public or private sectors
can gain and sustain competitive advantage form communicating successfully
with their key audiences.

Citation

Berebende, L. An examination into the role of corporate communication staff in the formation and implementation of business strategy and the facilitation of business innovation. (Thesis). Salford : University of Salford

• Thesis Type: Thesis
• Deposit Date: Oct 3, 2012
• Award Date: Jan 1, 2007