FROM ‘STRATEGY’ TO ‘CORPORATE COMMUNICATION STRATEGY’: A CONCEPTUALISATION

Paper delivered at the 9th International Public Relations Research Symposium, held at Lake Bled from 4-7 July, 2002

Benita Steyn APR Lecturer

Dept of Marketing and Communication Management Faculty of Economic and Management Sciences University of Pretoria SOUTH AFRICA 0002

(27 12) 420-4040 w (27 12) 362-5085 fax bsteyn@hakuna.up.ac.za

TABLE OF CONTENTS
1. 2.
2.1 2.2 2.3 2.4

INTRODUCTION DEFINITION OF TERMS
CORPORATE COMMUNICATION PUBLIC RELATIONS STRATEGY STAKEHOLDERS AND PUBLICS

1 1
1 1 2 2

3. APPROACHES TO THE ROLE OF BUSINESS IN SOCIETY AS A METATHEORETICAL FRAMEWORK
3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 THE SHAREHOLDER APPROACH THE SOCIAL RESPONSIBILITY/ETHICAL APPROACH THE CORPORATE SOCIAL RESPONSIVENESS APPROACH THE CORPORATE SOCIAL PERFORMANCE APPROACH THE STAKEHOLDER APPROACH THE ISSUES APPROACH THE ‘CORPORATE COMMUNITY’ APPROACH CONCLUSION

2
2 2 3 3 3 4 5 6

4.

STRATEGIC MANAGEMENT AS A THEORETICAL FRAMEWORK

6
6 8 8 8 9 9 10 11 11 11 11 11 11 12 12 12 12 13 13 13 14 14 14 14 15

4.1 STRATEGY AS THE MAJOR CONCEPT 4.2 THE CONTEXT OF STRATEGIC MANAGEMENT 4.3 THE LEVELS OF STRATEGIC MANAGEMENT 4.3.1 Enterprise strategy 4.3.2 Corporate strategy 4.3.3 Business-unit strategy 4.3.4 Functional strategy 4.3.5 Operational strategy 4.3.6 Conclusion 4.4 THE PROCESS OF STRATEGIC MANAGEMENT 4.4.1 Environmental analysis 4.4.2 Goal formulation 4.4.3 Strategic thinking and strategy formulation 4.4.4 Strategic planning, implementation and control 4.4.5 Conclusion 4.5 THE STRATEGIC MANAGEMENT OF STAKEHOLDERS 4.5.1 Stakeholder analysis 4.5.2 Stakeholder management 4.5.3 A lack of stakeholder strategy 4.5.4 Conclusion 4.6 THE STRATEGIC MANAGEMENT OF ISSUES 4.6.1 An evolving definition 4.6.2 Lack of strategy for social, political and ethical issues 4.6.3 Public affairs