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Title: Enterprise strategy -- a concept that explicates corporate communication’s strategic contribution at the macro organisational level
Authors: Steyn, Benita 
Niemann, Lynne 
Keywords: Enterprise strategy;strategic role of corporate communication/PR;societal expectations;stakeholder expectations;non-financial goals
Issue Date: 2010
Publisher: Emerald Publishing Limited
Source: Steyn, B. & Niemann, L. 2010. Enterprise strategy -- a concept that explicates corporate communication’s strategic contribution at the macro organisational level. Journal of Communication Management, 14(2): 106-126. []
Journal: Journal of Communication Management 
Abstract: Purpose – To explicate the strategic contribution of the corporate communication/public relations function (PR) to enterprise strategy development at macro organisational level with the aim of contributing towards its institutionalisation. Design/methodology -- Literature review and conceptual analysis. Theoretical approach -- Reflective PR paradigm and corporate social performance approach. Findings – i) Enterprise strategy is the suggested mechanism and a relevant strategy process for incorporating societal and stakeholder expectations, values, norms and standards into the organisation’s strategy development processes. ii) Enterprise strategy explicates corporate communication/PR’s strategic contribution at the macro organisational level. iii) Societal expectations, values, standards and norms: • are expressed through concepts such as CSR, corporate governance, good corporate citizenship, sustainability, and the Triple Bottom Line; • manifest through non-legislative measures such as the Global Sullivan Principles of CSR, the Global Reporting Initiative, the Social Responsibility Investment Index of the JSE, as well as voluntary codes such as the Cadbury Report (UK) and the King Reports I, II and III in South Africa (SA); and • are addressed through legislative measures such as the Sarbanes Oxley Act (US) and the Employment Equity/ Broad-based Black Economic Empowerment/ Financial Intelligence Centre Acts (SA). Originality/value – This article addresses the dearth of literature on enterprise strategy and corporate communication/PR’s strategic role at top management level by conceptualising enterprise strategy and explicating corporate communication’s strategic contribution within its framework - indicating corporate communication’s focus to be on the social (People) and environmental (Planet) pillars of the Triple Bottom Line approach, rather than its financial aspects (Profit).
ISSN: 1363-254X
Appears in Collections:FID - Journal Articles (DHET subsidised)

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