Strategic communication concept implemented through the corporate political activities: Suggested strategy modeling

Abstract

The concept of strategic communication is actual in all spheres of contemporary social and business life. The paper analyzes the concept, structure, and forms of strategic communication based on a wide base of scientific and professional literature. Paper consider correlation between strategic communication, integrated business communication, and corporate communications. A particular overview is devoted to corporative political activities as part of strategic communication. In the closing section of the work, a model of planning and implementation of corporate political activities based on the STAP model of the lobbying strategy with the development of individual communication tactics is presented. The basis of the communication matrix for different groups of the public are proposed through various tactics applicable in the framework of corporative political activities. Overall contributes to defining the notion of strategic communication as well as to the place and role of corporate political activities as a special form of strategic communication.

Do Stakeholders Modulate Philanthropic Strategy? Corporate Philanthropy as Stakeholders’ Engagement

“…Market value is also associated with the management of corporate philanthropy through foundations, showing that financial performance reinforces social performance [101]. The results show that foundations could be a good vehicle for communicating the social commitment or creation of social value of companies [36], and be perceived by investors as a signal of long-term sustainability [9]. Donations, however, do not seem to be established to meet the demands of investors, but they may respond to managers' interests.…”

“…It also represents a contribution to the theory of signaling, insofar as the company channels resources in a way that is perceived as reliable by the stakeholders and generates trust. The results show that foundations could be a good vehicle for communicating the social commitment or creation of social value of companies [36] and be perceived by investors as a signal of long-term sustainability [9]. The fact that companies have a corporate philanthropy policy is not a sufficient condition for generating good relations with stakeholders; rather, it is necessary that practices address the demands and requirements of different groups.…”

“…Previous analysis has employed mainly agency theory, legitimacy theory and stakeholder theory. Our work aims to analyze whether corporate philanthropy is a strategy that a company uses to transmit attributes that are difficult to observe, such as its social commitment, to its main stakeholders [36]. In this sense, the theory of stakeholders [16] and, more specifically, signaling theory as theoretical frameworks are applicable [37,38].…”

Strategic management consulting in Hungary

“…(Arnold & Bernstein, 2006). There is a need to plan and implement a strategic communication to achieve the company's mission and overall strategy (Mitrović, 2019). If the organization emphasizes the strategy consequently in its decisions the strategy will most probably be implemented.…”

Strategic Communication and Social Network Influence: The Methods of Psychological Manipulations in Cyberspace and the Suggestion for Its Prevention

“…▪ Corporate level: public relations, integrated marketing communication, socially responsible practices, corporate political activities (Mitrović, 2019c).…”