Strategic role of public relations in enterprise strategy,governance and sustainability—A normative framework |
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| Authors: | Benita Steyn Lynne Niemann |
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| Institution: | Cape Peninsula University of Technology, Department of Public Relations Management, PO Box 652, Cape Town 8000, South Africa |
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| Abstract: | The purpose of the study was to suggest a normative framework for the development of an organization's enterprise (societal role/stakeholder) strategy, indicating its relationship with governance, sustainability, and CSR. The normative framework contains two dimensions: Enterprise strategy is developed within the context of enterprise governance as well as social and environmental sustainability and responsibility, to achieve the organization's strategic non-financial goals (the sustainability dimension). Corporate strategy is developed within the context of corporate governance as well as economic sustainability and responsibility, to achieve strategic financial/economic goals (the business dimension). PR/communication management plays a strategic role in enterprise strategy development but a support role in corporate strategy development. The development of enterprise strategy necessitates a Triple Bottom Line approach to strategic management. |
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| Keywords: | SCM strategic communication management PR public relations/communication management TBL Triple Bottom Line CSR corporate social responsibility CSP corporate social performance BEE Black Economic Empowerment SRI Social Responsibility Investment Index JSE Johannesburg Stock Exchange SA South Africa |
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