ABSTRACT
In 2003, communication scholar Benita Steyn pointed out that the term ‘corporate communication strategy’ remained ill-understood, having seldom received proper academic treatment in the scientific community. Steyn wrote that
[t]he concept ‘strategy’ is well-known in management theory and practice. The concept of ‘corporate communication strategy’, however, has received little attention in the public relations (corporate communication) body of knowledge. There is mention of a strategic role for the corporate communication practitioner, but few explanations or descriptions of what corporate communication strategy means in a strategic organizational context.
Steyn, 2003, p. 168