This document discusses corporate communication in changing environments. It outlines the research objectives of conceptualizing corporate communication in change, describing how communication can enhance managing change, and describing strategic communication management. The discussion covers the evolution of corporate communication disciplines and functions. Communication plays an important role in three phases of change - letting go of the old, navigating the neutral zone, and beginning anew. Strategic corporate communication requires analyzing the internal environment, identifying stakeholders, issues, and implications to develop goals, policies, and programs to ease the pain of change.
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1. Corporate Communication in a changing environment -by- De la Rey van der Waldt (PhD) Potchefstroom University for Christian Higher Education REPUBLIC OF SOUTH AFRICA
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20. People change, not organisations. Therefore people need to be informed. Organisations must have a strategy aligned with the aims and goals of management. The corporate communication strategy should reflect the organisation’s corporate strategy. Strategy formulation and strategic planning is therefore a prerequisite for the developing of a sound corporate communication strategy.
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