Abstract

During the last decade Strategic communication has emerged as a global field of communication research. Scholars are locked in intense debate on the deliberate purposive use of communication since there is no common understanding to answer what is the core prospective and benefits of strategic communication. Despite these forms of institutionalization, there is still no universal understanding of the pillars on which the field rests. What are the core perspectives and benefits of strategic communication? Are we using appropriate conceptualizations of communication and strategy? How does it differ from traditional disciplines? What is the extra value of an integrated view? What can we learn from recent debates in strategic management and strategic alignment? What is the extra value of an integrated view? What are the methodological challenges of researching the link between communication and organizational goals? What are the experiences from building strategic communication programs at universities in different countries? What are specific challenges of international and comparative research in strategic communication? How can empirical studies inform the debate? How is the field developing in different parts of the world? What do we know about the job market, and how can educators prepare students for the occupational field? Last but not least what do we know about the job market, and how can educators prepare students for the occupational field?This article examines the nature of strategic communication, which is defined as the purposeful use of communication by an organization to fulfill its mission. To be successful in today's business environment, companies need to integrate their communication efforts. Companies today have more arrows in their communication quivers than ever before to get their messages across to varied internal and external constituencies. Why then do companies' communications still miss their mark? With an integrated communication function, companies can respect different constituency viewpoints, concern, and 'œhot buttons' while still ensuring consistency in message content. Today's constantly changing and fast paced global business environment Corporate communication has become more and more strategy oriented The interest in communication in organizations, especially in internationally operating companies is greater than ever. Communication is increasingly considered an integral part of business knowhow (e.g. Charles, 2009) and an essential business tool, as well as a strategic tool of senior management of global companies (Hämäläinen & Maula, 2004).This paper examines how communicating a corporate strategy is critical to an organization's success at all levels. Covers the importance of communicating corporate and marketing strategies to employees, investors and other stakeholders. Explores how to set communication objectives that reflect the business plan, how to ensure that communications strategy reinforces business strategy, and how to evaluate the effectiveness of corporate communications. The main question is answered by posing three sub-questions: How is communication involved in strategy work? What are the main benefits and challenges of the communication function in strategy work? And how does the CEO see him/herself as a communicator of the corporate strategy? Vineet Kaul"Strategic Corporate Communications" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-5 , August 2017, URL: http://www.ijtsrd.com/papers/ijtsrd2355.pdf http://www.ijtsrd.com/humanities-and-the-arts/english/2355/strategic-corporate-communications/vineet-kaul

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