Globally, differentiation strategies and corporate communication plan inform corporate communication strategies, for disseminating disease surveillance research outcomes. Study respondents are also stakeholders in research outcomes alongside the scientific community. This study examined differentiation strategies and corporate communication plans, as corporate communication strategies for dissemination of research outcomes at KEMRI. It also investigated the influence of the corporate communication plan in place for dissemination of disease surveillance research outcomes to study respondents at KEMRI. The study employed a purposive sampling design utilizing mixed methods using self-administered questionnaires and in-depth interview guides. The study adopted the pragmatic research paradigm. This case study utilised descriptive study design to collect primary data. The study was anchored on excellence theory and complimented by communication theory. The Krejcie Morgan table was utilised to determine a sample size of 76. Data was collected from a response rate of 79 per cent. From a target population of 76, the researcher purposively selected 60 respondents. The study findings were differentiation strategies (48.3%) and corporate communication plan (51.7 per cent). Recommendations on the communication plan comprised: elevation of Corporate Affairs (CA) to top management, to manage the communication plan for disseminating research outcomes. KEMRI to incorporate a communication plan for scientists and CA, for translating research jargon to research respondents and other stakeholders. Enhancement of differentiation strategies by continually maintaining image, identity and corporate visual identity (CVI). Empower CA to manage media relations, identity, reputation, and media audits. Propagate unified consistence in messaging, identifying KEMRI as an authority in communicating research outcomes. The study concluded that study respondents felt ignored during dissemination research outcomes at KEMRI, Nairobi. The findings enhanced the body of knowledge on, corporate communication strategies incorporating study respondents as stakeholders in research outcomes dissemination.

Background to the Problem Social media has become a game changer in how recruitment and advertising is carried out by universities in Kenya. Social media have almost replaced the traditional media of communication in reaching the students. Many organizations today use social media in marketing their products and for public relations and communications with their clients (Evans &McKee 2010). Social media are the collaborative technologies that now define contemporary market places (Evans &McKee 2010). Beginning with the emergence of Web 2.0 technologies-the set of tools that make it easy for people to create and publish content, to share ideas, to vote on them, and to recommend things to others-the wellestablished norms of business marketing have been undergoing a forced change.No longer satisfied with advertising and promotional information as a sole source for learning about new products and services, consumers have taken to the Social Web in an effort to share among themselves their own direct experiences with brands, products, and services to provide a more 'real' view of their research experience. At the same time, consumers are leveraging the experiences of others, before they actually make a purchase themselves.The impact on marketing has been significant, to say the least. Organizations and consumers have turned to social media in a bid to source for information that enables them to make smart choices (Evans &McKee 2010). Social media have become an integral aspect in integrated marketing campaigns programs of organizations. They function alongside traditional media of advertising in the marketing mix. Through social media, there has been open access to information. Information that was previously available to only select or privileged few is now accessed by all. This provides a background to this study that Universities as institutions of higher learning need to embrace and quantify the benefits of using social media in their internal and external communication purposes well as for advertising and marketing purposes. Statement of the ProblemSocial media have become game changers in the field of public relations practice. Many organizations have come to embrace social media as part of their official channels of communicating and reaching out to their publics. However,

No abstract