Strategic Corporate Communication in Vodacom

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ABSTRACT

Strategic Corporate Communication is communication that happens in a corporation e.g. business, company, shop or group of companies. It is about laying a plan to reach the intended objectives of the company. Let say if the company needs to make profits it should have its strategic plan to reach that goal. On the other hand, those strategic plans must involve internal and external public. Mainly Strategic Corporate Communication is supported by a detailed research plan.

Corporate communication is now making its entrance in Tanzania though it claims historical links to the field of Public Relations. The core functions of corporate communications are more similar to those of Public Relations though they differ a bit. This paper is going to examine the Vodacom Tanzania company, to see how they implement Strategic corporate communication techniques and make the company the so successful in mobile communication industry in the country. The study also is interested to know how Vodacom communicates with its employees, the external audiences and other stake holders.

INTRODUCTION
The field of corporate communication has developed to a large extent since its first inception in the mid-90s. Corporate communication began as what many of us recognize as Public Relations (PR). The function of earlier PR departments was focused on preventing media from getting too close to management. Argenti argues that “the first PR professional were asked to protect the company from bad publicity, often by ‘spinning’ damaging news in a positive light.” This idea became popular through the 1960s, however, organizations soon found that external communication was not the only solution to their communication problems. Argenti, J.F. (2002)

Strategic Corporate Communication refers to communicating a concept, a process, or data that satisfies a long term strategic goal of an organization. It is communication that happens in a corporation. It is about laying a plan so that to



References: Argenti, J.F. (2002) The power of corporate communication; crafting the voice and image of your business. New York; McGraw-Hill. “Designing a Communications Strategy” by the International Research Center of Canada (IDRC) Vodacom, (No.01, 2009) Vodaworld Tanzania, magazine. Tosti, D. T., & Stotz, R. D. (2001). Brand: building your brand from the inside out. Kotler, P. (1997). Marketing management. 9th edition. New York: Prentice Hall Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. Balmer, J. M. T., & Gray, E. R. (1997). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695-702.

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