The attitude of companies towards strategic communication as a tool to improve their reputation with the public.

Document Type : Original Article

Author

Lecturer of Public Relations and Advertising – Faculty of Mass Communication – AlAzhar University in Cairo

Abstract

The study aimed to explore the current state of strategic communication used by companies and the degree of their reliance on it in managing their tasks and the motives for that reliance and to identify how companies use strategic communication to build their reputation and to determine the benefits that accrue to companies from this. By applying it to a sample of communicators in companies, consisting of (200) respondents. The study relied on the strategic communication model for government organizations, the study concluded with some important results One of the most important of these results increase in companies’ reliance on strategic communication in practicing communication activities. The results also revealed that those in charge of communication have full knowledge of what is meant by the term “strategic communication” in the companies in which they work, despite it being a new field. For knowledge, the results of the study also indicate that the degree to which companies use strategic communication to enhance and build their reputation is generally high and that companies may do this on their own, or with the help of specialized agencies. The results of the study also revealed a relationship between the type of stage in which companies use strategic communications and the benefits they accrue in building reputation. The researcher also recommends providing those in charge of communication with the modern tools necessary to develop their methods and formulate and deliver their messages in the best possible way.

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References

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