Strategic Communication in Business: Theory and application



Strategic Communication in Business: Theory and application

Reference

Neha Sharma, T.J. Kamalanabhan, (2012) "Internal corporate communication and its impact on internal branding: Perception of Indian public sector employees", Corporate Communications: An International Journal, Vol. 17 Iss: 3, pp.300 - 322. 10.1108/13563281211253548

URL

http://www.emeraldinsight.com/journals.htm?issn=13563289&volume=17&issue=3&articleid=17047195&show=abstract

Summary

The aim of this research paper was to present an internal corporate communication model process. This model was supposed to examine the process, its nature and outcomes, the variables which helped in the process. The whole paper was related to the Indian petroleum public sector undertaking (PSU). The methodology followed in this paper is the review and of internal branding literature and internal corporate communication through an exploratory method. The method was designed suiting the perceptions of employees within the organization having internal brand communication practices.

The purpose of the methodology was to become the leading employer brand. The data retrieval method chosen for this study was questionnaires where analysis was done of the interview transcripts. The transcripts were thematically coded and all the descriptions of interviews were combined into one. Initially, relationship is established between internal branding outcomes and ICC dimensions. It was also found that the brand training and ICC practices affect the communication satisfaction in a positive way which in turn enhances the sense of commitment, brand identification and loyalty among employees.

Strengths and Weaknesses

The strengths of the research include the value to practitioners and research for the understanding and promotion of the role played by ICC to achieve internal branding outcomes and communication satisfaction. Other strength is that this research paper is rare in this matter which has covered the Indian PSUs where the organization aimed to strengthen their employer brand and they did it via corporate communication department.

One of the weaknesses of the research was that there were generalizations made rather than theory-building approach was used. The research paves way for further empirical research. More researches on this area of study will allow discovering the nature of relationships between suggested variables and will help to build the limit of the model which may be generalized for other companies.

About the Author

The author has master degree in management studies. The author have made her PhD studies in the area of impact of internal corporate communication on internal branding outcomes and the mediating role of communication satisfaction in Indian it services organizations.

Reference

Argenti, P. (2006). How technology has influenced the field of corporate communication. Journal of Business and Technical Communication, 20(3), 357-370.

URL

http://jbt.sagepub.com.offcampus.lib.washington.edu/content/20/3/357.full.pdf+html

Summary

This article about how time has changed the ways and approach of corporate communication. Technology has paved way for the changes in communication, especially in the past ten years. Customers and companies have more channels of communication to talk and share than they had before. Also, customers can have direct communication with their companies via direct channels. Employees and customers also have direct communication nowadays, easily. For the corporate communication departments, this can be a challenge as well as a reward with the dynamic communication and technological ...