Communication Theory Through the Ages

Klyukanov, Igor E.; Sinekopova, Galina V.

doi:10.4324/9781315718668

Cited by 1 publication

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“…According to Klyukanov and Sinekopova (2019), the main elements of communication theory comprise; source, encoder, message, medium, receiver, decoding noise and the feedback. Therefore, communication theory is relevant to this corporate communications are target internal and external stakeholders.…”

Section: Communication Theorymentioning

confidence: 99%

Corporate communication strategies: Differentiation strategies and corporate communication plan for dissemination of disease surveillance research outcomes at Kenya Medical Research Institute

Muthotho¹,

Otsiulah²,

Sikolia³

2021

J. Dev and Commun Stud

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Globally, differentiation strategies and corporate communication plan inform corporate communication strategies, for disseminating disease surveillance research outcomes. Study respondents are also stakeholders in research outcomes alongside the scientific community. This study examined differentiation strategies and corporate communication plans, as corporate communication strategies for dissemination of research outcomes at KEMRI. It also investigated the influence of the corporate communication plan in place for dissemination of disease surveillance research outcomes to study respondents at KEMRI. The study employed a purposive sampling design utilizing mixed methods using self-administered questionnaires and in-depth interview guides. The study adopted the pragmatic research paradigm. This case study utilised descriptive study design to collect primary data. The study was anchored on excellence theory and complimented by communication theory. The Krejcie Morgan table was utilised to determine a sample size of 76. Data was collected from a response rate of 79 per cent. From a target population of 76, the researcher purposively selected 60 respondents. The study findings were differentiation strategies (48.3%) and corporate communication plan (51.7 per cent). Recommendations on the communication plan comprised: elevation of Corporate Affairs (CA) to top management, to manage the communication plan for disseminating research outcomes. KEMRI to incorporate a communication plan for scientists and CA, for translating research jargon to research respondents and other stakeholders. Enhancement of differentiation strategies by continually maintaining image, identity and corporate visual identity (CVI). Empower CA to manage media relations, identity, reputation, and media audits. Propagate unified consistence in messaging, identifying KEMRI as an authority in communicating research outcomes. The study concluded that study respondents felt ignored during dissemination research outcomes at KEMRI, Nairobi. The findings enhanced the body of knowledge on, corporate communication strategies incorporating study respondents as stakeholders in research outcomes dissemination.

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Section: Communication Theorymentioning

confidence: 99%