Development of a corporate communication strategy for a medium size organisation in the computer software field

This research paper is aimed at formulating a corporate communication strategy for a medium- sized organisation, Highbury Solutions, operating in the computer software industry. Highbury Solutions consists of a Managing Director and four managers who, together with fifteen operational staff, make up a total staff complement of twenty.Highbury Solutions had a tumover of approximately R25 million over the past financial year (2004). The organisation enjoys a partnership with the computer conglomerate IBM in which the branding of Highbury Solutions products carries the computer giants' endorsement. This relationship has been in existence since 2001. The relationship, however, according to preliminary research, indicates no communication strategy or formal communication channels in place between the two organisations.The aim of this research paper will thus be to transform theoretical perspectives into a practical approach and design of a suitable corporate communication strategy for Highbury Solutions. This strategy will be based on sound research principles of both the organisation and its stakeholders and will be based on the model for Corporate Communication Strategy in Steyn & Puth (2002: 62). This research paper will aim to formulate a corporate communication strategy that will nurture and grow the relationship between the two organisations for the next three to five years.Chapter one consists of an introduction to the research issue, including the aim of the research, the stating of the research problem as well as identifying subproblems and possible assumptions. In chapter two, the literature study deals with two case studies that have particular bearing on this research paper. The first deals with Hewlett Packard who implemented strategies (including communication strategies) to ensure a turnaround in the organisation. The second deals with IBM, ironically the major stakeholder in this research environment, and the strategies that they implemented at a time when the organisation lost revenue due to complacency and ineffective communication channels.Both these case studies provided a focal point for this communication strategy to be formulated. Chapter three deals with the research methodology adopted. Aspects of the dominant paradigm are discussed, including the concept of two-way symmetrical communication.Linkages, between public relations objectives and organisation goals, give strategists an idea of how groups could respond and indicate areas of intervention. A purposive simple random sample will be utilized involving IBM line managers and operational staff as well as representatives from corporate clients. A sample questionnaire was formulated that provides environmental scanning as to the extent of the communication channels and relationships existing between Highbury Solutions and IBM. In addition, the research methodology provides identification of the strategic stakeholders.Chapter four deals with the data collection and focuses on the most suitable qualitative methods of gathering data as well as the concepts of internal and extemal validity. Chapter five tabulates the interpretation of results. The results are tabulated according to Grunig's (2002: 10) four indicators a quality relationship. These are: • Control mutuality • Trust • Commitment • Satisfaction From the presentation of findings, the key strategic issues (KSl's) are identified as follows: • KSI 1: Lack of strategic communication between Highbury Solutions management and internal staff • KSI 2: Poor correlation between Highbury Solutions strategic business plan and IBM. • KSI 3: Poor communication between Highbury Solutions management and their corporate clients • KSI 4: Lack of Highbury Solutions operational staff participation at joint iniatives with IBMChapter six details an implementation strategy for each KSI identified. The implementation strategy is formulated according to each of the functional linkages detailed in chapter 3.Chapter seven uses the implementation strategies to compile a communication plan that includes objectives and goal setting for each KSI. This communication plan includes an implementation strategy for each stakeholder group as well as action plans and an activity schedule. Fundamentals of a budget and methods of evaluation research are also included in the communication plan.