Communication Strategy

Enterprise strategy

Enterprise strategy identifies the organisation’s relationship with society. It is concerned with the organisation’s mission and the role in society and is therefore primarily stakeholder oriented. In terms of the triple bottom line approach, enterprise strategy is more concerned with an organisation’s social and environmental impact (non-financial goals). It is specifically concerned with corporate governance, social responsibility behavior, corporate citizenship and reputation. In general, enterprise strategy is aimed at building trust between the organisation and the society in which it operates.

Corporate strategy

Corporate strategy defines either the business domain in which an organisation operates at a certain point in time, or the range of business opportunities that are available to the organisation. Strategy at this level is seen as the responsibility of top management and the board of directors, and involves decision such as the addition of new business (through merges, acquisition, internal development or strategic alliances) or the discarding of existing business. Corporate strategy is principally concerned with the financial goals of the organisation.

Business strategy

Business strategy guides an organisation’s efforts in establishing and maintaining a competitive advantage in a specific product, market or industry segment; generally meaning business strategy is primarily marketing oriented. Some organisations might have more than one business strategy because they compete with different products in various markets and industries. It is therefore important that the relationships between these business strategies and the priority accorded to each are clearly set out.

Functional strategy

Functional strategies are developed for each functional area in an organisation, for example marketing, public relations, human resources and finance. The purpose of functional strategies is to indicate what each functional area...