CORPORATE COMMUNICATION UNITS’ FUNCTIONS IN STRATEGIC PLANNING: CASE OF KAYSERI’S TOP INDUSTRIAL COMPANIES

Year 2017, , 566 - 575, 01.10.2017

H. Nur Gorkemlı , Betul Cetınkaya

https://doi.org/10.7456/10704100/004

Cited By: 2

Abstract

Strategic plans,
which cover a wide range of processes such as including analyzing inner and
outer environment, determining objectives, planning, implementing and
evaluating, have been used as a managerial tool for organizations since 1960s. Under
heavy competitive environment and political/economic uncertainties of
countries, it is possible to say that it becomes a necessity to have strategic
plans in order to overcome possible obstacles, set competitive advantage and achieve
corporate goals. Due to their crucial position with the managerial team,
corporate communication departments of organizations play a key role during implementation
of strategic plans in various phases. Aim of this study is to understand the
role of corporate communication units during different stages of strategic
plans in top level companies. In this study, after giving brief information
about strategic planning and its advantages to organizations, role of corporate
communication departments in strategic management process will be discussed.
Later, strategic planning practices of city of Kayseri’s companies that were in
the top 1000 in Istanbul Chamber of Industry list in 2015 will be focused in
terms of corporate communication axis. Only 16 companies accepted to
participate in the study although 28 companies existed in the list. Study
showed that besides its various benefits, companies found strategic planning as
a bureaucratic and time-demanding activity. Most of the companies didn’t share
their strategic plans in their corporate web-sites. Meetings and e-mails were
the most popular tools while communicating shareholders in every stage of
plans. Majority of the companies had crisis management, social
responsibility and corporate reputation strategies in their plans; however,
only a small group had sponsorship strategies.  

Keywords

strategic plans, strategic management, corporate communication, industrial establishments, Kayseri

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