Development of a corporate communication strategy for a medium size organisation in the computer software field
Bird, Alan J
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This research paper is aimed at formulating a corporate communication strategy for a medium- sized organisation, Highbury Solutions, operating in the computer software ' industry. Highbury Solutions consists of a Managing Director and four managers who, together with fifteen operational staff, make up a total staff complement of twenty. Highbury Solutions had a tumover of approximately R25 million over the past financial year (2004). The organisation enjoys a partnership with the computer conglomerate IBM in which the branding of Highbury Solutions products carries the computer giants' endorsement. This relationship has been in existence since 2001. The relationship, however, according to preliminary research, indicates no communication strategy or formal communication channels in place between the two organisations. The aim of this research paper will thus be to transform theoretical perspectives into a practical approach and design of a suitable corporate communication strategy for Highbury Solutions. This strategy will be based on sound research principles of both the organisation and its stakeholders and will be based on the model for Corporate Communication Strategy in Steyn & Puth (2002: 62). This research paper will aim to formulate a corporate communication strategy that will nurture and grow the relationship between the two organisations for the next three to five years. Chapter one consists of an introduction to the research issue, including the aim of the research, the stating of the research problem as well as identifying subproblems and possible assumptions.