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| Author: | Bütschi, G. Steyn, B. |
| Title: | Theory on strategic communication management is the key to unlocking the boardroom |
| Journal: | Journal of communication management
2006 : VOL. 10:1, p. 106-109 |
| Index terms: | communication public relations strategy theories |
| Language: | eng |
| Abstract: | This paper suggests that academics should have an intimate understanding of the practical problems facing the corporate communication/public relations profession. Academics should build theory that guides research towards crucial questions to enlighten the profession. The research agenda should include purpose of corporate communication in the new business paradigm; its contribution to organisational effectiveness; scope of delivery; strategy development and alignment; functional integration; return on investment; and the core competencies, processes ans structures needed to enhance performance. |
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