文章基本信息

标题：Towards Corporate Communication Excellence in a Changing Environment
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作者：De la Rey van der Waldt
期刊名称：Problems and Perspectives in Management
印刷版ISSN：1727-7051
电子版ISSN：1810-5467
出版年度：2004
卷号：2
期号：3
页码：134-143
语种：English
出版社：LLC "CPC "Business Perspectives"
摘要：Corporate communication is a relatively new concept that embraces various subdisciplines of communication within organisations,such as managerial communication,organisational communication,public relations and marketing communication.Emphasis in corporate communication in recent years has been placed on co-ordination and integration of all the organisation’s communication activities.Due to the uniqueness of organisational culture,organisational personality and global influences,integration and co-ordination of all communication have become more evident.Organisational transformations are part of reality.Today the only constant variable is change.As organisations undergo metamorphoses,complex networks of transformations take place.The central argument in this paper is that corporate communication can ease the pain of change for organisations.The correct application of both internal and external communication will enhance the effective management of the organisation.Three objectives were identified and addressed through an extensive literature review:(1) to conceptualise corporate communication in a changing environment,(2) to describe how corporate communication could enhance the management of change,and (3) to describe the value of strategic management of corporate communication.The paper concludes with proposing a ten-step corporate communication strategy,which could enhance corporate communication excellence in a state of flux.The focus of this strategy emphasises co-ordination and integration of all organisational communication.
关键词：Corporate communication is a relatively new concept that embraces various subdisciplines of communication within organisations,such as managerial communication,organisational communication,public relations and marketing communication.Emphasis in corporate communication in recent years has been placed on co-ordination and integration of all the organisation’s communication activities.Due to the uniqueness of organisational culture,organisational personality and global influences,integration and co-ordination of all communication have become more evident.Organisational transformations are part of reality.Today the only constant variable is change.As organisations undergo metamorphoses,complex networks of transformations take place.The central argument in this paper is that corporate communication can ease the pain of change for organisations.The correct application of both internal and external communication will enhance the effective management of the organisation.Three objectives were identified and addressed through an extensive literature review:(1) to conceptualise corporate communication in a changing environment,(2) to describe how corporate communication could enhance the management of change,and (3) to describe the value of strategic management of corporate communication.The paper concludes with proposing a ten-step corporate communication strategy,which could enhance corporate communication excellence in a state of flux.The focus of this strategy emphasises co-ordination and integration of all organisational communication.