Strategic Communication Case Study

According to Hallahan et al. (2007) who defined strategic communication as being “the deliberate use of communication as a means of achieving an organization mission”. Strategic communication is an organisational effort in which is a result of a transactional social task done within an organisation (Shockley-Zalabak, 2002). Argenti et al. (2005) argues that strategic communication is “communication which is aligned to the organizations overall strategy in an effort to enhance the strategic positioning” (p. 83). As Murphy (2009) described strategic communication in behavioural terms as being “an orchestration of various actions, images and words in an effort to create some cognitive information results” (p.105). According to Clampitt et al.

There strategic communication plays the role of assisting in the management of organisational relationships in relation to disbursing information to the various stake holders in a timely manner and in a way that solves any uncertainity (Cutlip, et al., 2006; Everett, 2001). The rise of strategic communication comes from the identification of important strategic issues both internally and externally which require to be solved in the right time to enable smooth flow of information (Everett, 2001).The effort of identifying and differentiating the key strategic matters in organizational communication is one of the key contributing abilities in the endeavor of developing strategic communication (Steyn, 2003). Organisation communication needs remain to be fluid can shift depending on different situation (Weick, 1979, p. 132). The organisational member’s such as manager and employees ability in the identification, , interpretation , differentiation and being able prioritise communication matters are an important skill for the development of an organisational strategic communication effort (Murphy, 2007; Whittington, 1993; Clampitt, DeKoch, & Cashman, 2000; Porter, 1996;Cummings & Wilson, 2003; Steyn, 2003). Scott (2003) asserts that in an organization there are a number of flows which connect to form a system, he identifies the flow of information as being the one with the most importance since it places demands on organisational players to process information within the organization. The way information gotten is processed from the environment has a potentially to influence an organisation’s success (Daft & Weick, 1984). Environmental scanning understanding underpins the creation of strategic communication as a