Conceptualising strategic communication management (SCM) in the context of governance and stakeholder inclusiveness

Abstract

The research objective for the study was to conceptualise strategic communication management(SCM) in the context of governance. Based on the insights obtained through the conceptualanalysis, the core of corporate communication practice in the reflective paradigm is broadenedfrom social responsibility to societal responsibility. Corporate communication, in its strategic role(SCM), therefore assists in solving or avoiding conflict between organisational behaviour and thepublic perception of how societally responsible organisations should operate. Furthermore, theoretical and conceptual linkages that emerged through the conceptual analysis suggest that the three meta-theoretical approaches initially selected for the governance domain (the triple bottom line, stakeholder, and stakeholder inclusiveness approaches) should also beadded to the framework for SCM. It was also found that corporate communication (especially in itsstrategic role, known as SCM) can be regarded as a stakeholder orientated/responsible approach.