The Corporate Communication Strategy Framework (Research Paper Sample)

The Corporate Communication Strategy Framework
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The Corporate Communication Strategy Framework
Introduction
The notion of strategy is common in modern business practices and has been used widely to guide business operations. While a lot of emphasis has been placed on this and other concept to guide business success, corporate communication has been ignored to a certain extent. While the relationship between strategy and communication has been highlighted, many organizations today still use the convectional approach of communicating information to their stakeholders. In this context, only the relevant information is released while information that is deemed as having the potential to cause chaos is withheld. In the same way, many organizations do not know how to communicate their strategy to their stakeholders. The idea of corporate communication strategy and that of public relations are closely related and both are a management’s communication function that allows organizations adapt to situations, alter their environment in a bid ensure that the goals of the organizations are achieved. The purpose of this discussion is to evaluate existing information relating to corporate communication strategy and how best organizations can use this strategy to their advantage.
Literature review
Siam and Hilman (2014) notes the importance of organizational structure in defining a proper communication strategy. In quoting Slater and colleagues, the two argues that the organizational structure is required in making decisions and coordinating decisions on the basis of the type of strategy adopted by an organization. Three constructs are seen as forming an organizational structure including but not limited to formalization, centralization and specialization. Formalization is seen as the degree to which working relationships and decisions are governed by rules and procedures. Centralization is seen as the level to which the decision authority is knotted together between top managers and line managers. Specialization on the other hand is seen as the degree to which an organization employs specialists and/or non-specialists.
In addition to the above, organizational structure may be organic or mechanistic. Mechanistic organizational structure have a centralized decision making system, closely follows formal procedures and rules, have tight control of information and predetermined reporting systems. Organic structures on the other hand have a de-centralized decision making system, open communication, informal rules and procedures and organizational adaptiveness. The structure of an organization is very crucial in regard to how decisions are communicated in an organization. An organization’s communication strategy is all about identifying and managing stakeholders and issues within an organization in a bid to help the organization to adapt to its environment and to build a mutual relationship between the organization and its stakeholders.
Communication and organization structure must be molded in a way that allows for cooperation and team work among all members of an organization’s family (Cheah & Garvin 2004). As indicated by various contemporary research studies, the success or failure of an organization as a whole is highly dependent among on the type and kind of management in an organization. It is the management style that determines the commitment of the internal stakeholders towards the achievement of set goal and objectives. Following this line of argument, a management can work to motivate workers or to detach them from organization’s culture and long term goals. It therefore follows that good management is considerate of set goals, organizational culture and the strengths and weaknesses of the internal and external stakeholders.
Strategy can be regarded as the way of thinking of an organization. It is the positioning for the future of an organization and stipulates what needs to be done as opposed to how it is done. In this context, strategy calls for choices in regard to the kind of value that needs to be delivered and to whom. Asymmetrically, corporate communication involves getting what is required without compromising the interests of the stakeholders. Following this view reduce effectiveness in an organization not to mention that it compromise on the long term interests of the stakeholders. It also steer communication practitioners towards ways/practices that are professionally unethical, ineffective or socially irresponsible (Veltri & Nardo 2011). Through such dogma, it is presupposed that the organization knows bests and the only way is for the stakeholders to cooperate.
As opposed to the above discussed view, good organizations flourish when they realize that communication is symmetrical. Following such a view, organizations do not isolate themselves from their environment but are rather open to interpenetrating systems. They also exchange information freely with both internal and external stakeholders. People are given an equal opportunity allowing for the development of new ideas, coordination and easier resolution of conflicts. A good communication strategy helps organizations to manage its issues and stakeholders proactively. Such a strategy also helps in aligning communication goals with the goals of the organization which by extension helps in facilitating the contribution of various functions to the effectiveness of the organization (Hankee & Stark, 2009). Whether it is execution or strategy implementation, communication plays a vital role in determining the effectiveness of any adopted line of leadership
The communication strategy adopted in an organization or leadership setting determines the kind of relationship between the leader and the followers. Leadership is based on two way communication where a leader communicates and receives communication from his or her followers in terms of feedback. The final factor revolves about the specificity of various situations. Arguably, not all situations are similar and the leadership style applied in one particular situation may not necessarily work in another. Thus good judgment is required in evaluating the kind of leadership required in a given situation. Still, situations affect the actions of a leader more than they do to his or her traits. This is because traits despite their stability over time have diminutive consistency across various situations (Bert, 2008). A good management plays an advisory role to stakeholders and possesses the ability to influence them through persuasion, effective communication and knowledge of different work situations.
All this factors are in turn affected by a leader’s relationship with his or her seniors, organizational structure and the skill pool at the disposal of the organization. Overall, these factors form the basis for effective leadership style in modern organizations. Benita (2003) identifies that proper strategic measures are important in ensuring that an organization has a direction and a focus. Through strategic plans, organizations are actually able to plan on their long term and short goals. This enables them to gather necessary resources to ensure that their objectives are achieved in time. Strategic planning further ensures that all the stakeholders within an organization participate in decision making processes especially those affecting them. This is aimed at ensuring that there is no conflict in responsibilities between the stakeholders.
Through strategic planning communication in an organization is also enhanced and this helps all the stakeholders understand their specific responsibilities. Corporate strategy further ensures that organizations are responsiveness to the needs of the society within which they operate through corporate social activities (Benita, 2003). This boosts the relationship between the organizational the public which enhances its operations in their locality.
Hanke and Stark (2009) further supports the approach of corporate social responsibility for organizations through their organizational strategy. The authors argue that there are different dimensions that the organization through its strategic approach should address about the society within which it operates. One of such areas is the economic responsibility, followed by social responsiveness and finally the public responsibility. To achieve the identified roles of an organization to the public, strategies need to be made by an organization such as offering employment opportunities. It is important that the population from the society within which an organization operates be given job opportunities (Hanke & Stark, 2009). Strategies of assisting in development projects such as schools and infrastructure are also part of the responsibility of organizations to the society. In terms of responsiveness to the society, organizations need to assist the poor in the society they operate, through programs such as education scholarships. However in achieving strategic success in organizations, organizations need to balance their responsibility to the public, government and its employees (Hanke & Stark, 2009).
Organizational or corporate strategy varies from business strategy, which is only concerned with the strategies adopted by an individual business unit. Organizational strategy actually deals with the entire organizational and aims at ensuring that the organization gains competitive advantage over its competitors (Charles & Michael, 2004). Through organizational strategies, business organizations are able to utilize their core competencies in establishing the market segment to serve. This ensures that the organizations focus on its strengths in serving the identified market segment. Through strategic planning, the organization ensures that the market that ...