Strategic corporate communication and impact in Indian service sector

Abstract

Purpose – The purpose of this paper is to examine the nature of strategic corporate communication (SCC) activities and its impact in Indian service sector organizations. Design/methodology/approach – A descriptive research design was used with data obtained from 227 executives from service sector organizations. A research instrument was constructed and measures of SCC and its impact were derived through factor analysis. Findings – Multiple regression analysis led to formulation of new relationships among the variables (messages, medium and stakeholders) involved in SCC and its impact. For example, in crisis situations, messages related to identity and image were associated with greater communication impact than were other types of messages. Similarly communicating with primary stakeholders like employees and customers was more important than with other stakeholders. Among the different types of medium used in SCC, virtual medium and disclosures led to greater communication impact. Originality/value – Communication impact due to SCC was a multi-dimensional construct comprising of three kinds of impacts: communication synergy; value representation; and organizational reliability. The relationships of messages, mediums and stakeholders with different types of SCC Impact can help practitioners design and implement effective strategies of corporate communication.