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Development of a corporate communication strategy for a medium size organisation in the computer software field
Author(s)
Bird, Alan J.
Date Issued
2004
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
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.
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.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, Cape Town, 2004
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