Throughout this semester we have developed an understanding of how corporate strategy theory can advance practice. The aim of this essay is to explore processes of strategic communication in our case study corporation through two theoretical frameworks studied in the course.
Firstly, through the construction and implementation of surveys targeting our case study organisation’s stakeholder groups we applied action research to investigate the premise that effective strategy selection in corporate public relations uses theoretical models as a framework for empirical (experience or observation-based) research.
According to Hazelton, analysis of data collected on stakeholder attitudes and opinions can, and should, inform strategy selection. The achievement of organisational goals through strategic communication requires the adaptation of messages for specific situations and audiences.
However, according to Mayhew (2002), it is unlikely that a corporation’s “community” of stakeholders is afforded real opportunities to engage with the company in debates on key issues.
He argues that today’s public is subject to political and corporate persuasion, ‘the rhetoric of expertise and presentation’, and as such is excluded from participation in ‘deliberative discourse’ over policy. Discuss UBER public relations strategy.
