Yearbooks

2016

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Strategic communication management
Integrated Communication (IC) presupposes the alignment and subsequent implementation of the enterprise, corporate and corporate communication strategies of the organisation. The corporate positioning that results from these strategies is communicated through the organisation's unique reputation, image, identity and brand. Environmental scanning furthermore enables the organisation to identify and address issues, risks and possible crises that can influence this positioning. Current corporate governance thinking supports the principle of a symbiotic relationship between business and society by emphasising economic, environmental and social sustainability (the triple bottom line). This culminates in a new realisation of the organisation's corporate social responsibility and its role as a corporate citizen. Ethics in strategic management are highlighted and applicable research techniques are analysed.