PURPOSE OF CORPORATE COMMUNICATION STRATEGY

BY MASSAWE ARKADI

The field of corporate communication becoming the key strategy factor for the CEO where modern business success mostly depends on its communication strategy. The term corporate communication started to make sense when public relations converted into accumulating different specialized area of communication relations; tied into a common applicable structure that promotes the company in a positive way. (Cornelissen, 2011).

Corporate communication, in other words, can be characterized as a management function that is responsible for overseeing and coordinating the work done by communication practitioners in different specialist disciplines, such as media relations, public affairs and internal communication.

Van Riel defines corporate communication as 'an instrument of management by means of which all consciously used forms of internal and external communication are harmonized as effectively and efficiently as possible', with the overall objective of creating 'a favorable basis for relationships with groups upon which the company is dependent'

Overall, if a definition of corporate communication is required, these characteristics can provide a basis for one:

Corporate communication is a management function that offers a framework for the effective

Coordination of all internal and external communication with the overall purpose of establishing

And maintaining favorable reputations with stakeholder groups upon which the organization is

dependent.

This paper study the role and whole process of corporate communication strategy of Coca-Cola conducting an Communication audit throughout the organization's communication process and the impact of corporate communications upon the strategic planning process.

1.Corporate communication Strategy

In corporate communication, corporate is the key term that carries focus. 'Corporate' derives from Latin words for 'body' (corpus) and for 'forming into a body' (corporare), that indicates aa simple path to understand 'internal' and 'external' communication disciplines. (Cornelissen,2011).

Van Riel defines corporate communication as an instrument of management by means of which all consciously used forms of internal and external communication are harmonized as effectively and efficiently as possible', with the overall objective of creating 'a favorable basis for relationships with groups upon which the company is dependent'.

Corporate communication is an expression formally used to understand a wide variety of management activity related to an organization's both inner and outer communications. (Goodman: 1994). So, it can be said that, a managerial activity that provides a structure for the efficient synchronization of all inner and outer communication with the general purpose of introducing, and maintaining positive character with all interactive team upon which the corporation relies on.

Goodman (1994) treated corporate communication as an art rather than marking at science. According to Goodman, studying corporate communication got it shape as a part of knowledge from the time of Greek & Roman with rhetoric. It deals with a multi disciplinary aspects consist of Anthropology, Psychology, Communication, Sociology, Management, Ethics and of course marketing.

1.1 Purpose of Corporate Communication Strategy

Sustainability and development of a business depends on the integrity, alignment and focus given by the employee to uphold the business. Corporate communication is an effective management tool that ties all employees to do respective job in a positive direction with integrity, alignment and focus. Corporate Communication efforts to provide a clear and consistent message than puzzled and inconsistent one.

By sequencing the planned messages to someone who involved in organizational process, communications can motivate by offering a logical structure of reference. When all employee exercise the same structure of reference, communication has straight uphold the culture of an organization. The culture of effective communication can support management effectively with knowledge and create impulsion to do the respective job uniquely.

Corporate communication strategy indicates a strategy that promotes an effective corporate customs, a sound identity, a suitable and skilled relationship with all communication channel, and swift, accountable ways of communicating in all situations. An effective corporate communication strategy developed on the basis of overall business objectives and strategies. It is the way for an organization that used to communicate all its messages to vital stakeholder. It instructs and influences the framework of communication to organizations with all sort of key stakeholders to achieve the corporation's business objectives.