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Profiling corporate communications strategy: Mastering organisational learning - A dynamic maturity model for corporate communications strategic management

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Corporate Social Responsibility and social media demand new skills and strategies from corporate communicators. Corporate communications is building and managing one of the most important corporate intangible assets - corporate reputation. Various models try to quantify the value of corporate reputation, but few focus on the internal strategy and governance of corporate communications from a managerial perspective. Current research focuses on the execution of corporate communications strategies and impacts on customers (especially in the context of social media). This paper aims to contribute to the discussion by proposing an organisational maturity model. It discusses current theories and provides a diagnostic framework which can be applied at managerial level.
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Keywords: CORPORATE COMMUNICATIONS; CSP; ORGANISATIONAL LEARNING; SOCIAL MEDIA

Document Type: Research Article

Publication date: June 1, 2013

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