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The value of corporate communications as a strategic management function to top management
Author(s)
Toyer, Ayesha
Date Issued
2011
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This mini dissertation reports on the findings from a study on Chief Executive Officers of
dually listed companies which, measures the value they place on Corporate Communication
professionals. Using the Hill and Knowlton quantitative framework, the study explicates the
role Corporate Communication professionals play within the organisational context and
identifies their strategic legitimacy. Much of the literature on the topic of strategic Corporate
Communication asserts that this function is drastically marginalised and its value disputed
within the inner circle of organisations. The literature states that Corporate Communication
managers and strategists are expected to validate their presence within the top levels of
management in organisations. CEOs of companies listed on the Johannesburg Stock
Exchange and at least one other international stock exchange were surveyed. Findings
include evidence of inconsistency and confusion on the part of CEOs, with regard to the
understanding of Corporate Communication as a discipline and business function, as well as
its location within the organisational structure. Further study is recommended to investigate
the determinants of value within Corporate Communication for CEOs, to bridge the current
strategic and knowledge gap.
dually listed companies which, measures the value they place on Corporate Communication
professionals. Using the Hill and Knowlton quantitative framework, the study explicates the
role Corporate Communication professionals play within the organisational context and
identifies their strategic legitimacy. Much of the literature on the topic of strategic Corporate
Communication asserts that this function is drastically marginalised and its value disputed
within the inner circle of organisations. The literature states that Corporate Communication
managers and strategists are expected to validate their presence within the top levels of
management in organisations. CEOs of companies listed on the Johannesburg Stock
Exchange and at least one other international stock exchange were surveyed. Findings
include evidence of inconsistency and confusion on the part of CEOs, with regard to the
understanding of Corporate Communication as a discipline and business function, as well as
its location within the organisational structure. Further study is recommended to investigate
the determinants of value within Corporate Communication for CEOs, to bridge the current
strategic and knowledge gap.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011.
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