%0 Journal Article %1 steyn2003scc %A Steyn, B. %D 2003 %I Emerald Group Publishing Limited %J Journal of Communication Management %K Public_relations_strategy corporate_communication public_relations_theory strategic_management strategy %N 2 %P 168--183 %T From strategy to corporate communication strategy: A conceptualisation %U http://dx.doi.org/10.1108/13632540410807637 %V 8 %X 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 stakeholder

@article{steyn2003scc, 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 stakeholder}, added-at = {2008-03-30T08:15:20.000+0200}, author = {Steyn, B.}, biburl = {https://www.bibsonomy.org/bibtex/21f847015064eee67cf8c4b42c3f69d49/acf}, interhash = {2720ef8e0a3a3281a55d60be49131343}, intrahash = {1f847015064eee67cf8c4b42c3f69d49}, journal = {Journal of Communication Management}, keywords = {Public_relations_strategy corporate_communication public_relations_theory strategic_management strategy}, number = 2, pages = {168--183}, publisher = {Emerald Group Publishing Limited}, timestamp = {2008-03-30T08:15:20.000+0200}, title = {{From strategy to corporate communication strategy: A conceptualisation}}, url = {http://dx.doi.org/10.1108/13632540410807637}, volume = 8, year = 2003 }