CORPORATE COMMUNICATION VERSUS STRATEGIC COMMUNICATION: THE PERCEPTION OF PUBLIC RELATIONS PRACTITIONERS IN CROSS RIVER STATE

Dr Patrick Ene Okon, Dr Joseph Enyia Ekpang II

Dr. Patrick Ene Okon

Department of Mass Communication and Digital Media
University of Calabar
Calabar, Nigeria
Telephone: +2348033143777
Email: eneokon@yahoo.com

Dr. Joseph Enyia Ekpang II

Department of Mass Communication and Digital Media
University of Calabar
Calabar, Nigeria
Telephone: +2348093054487
Email: j.ekpang@unical.edu.ng

Abstract

This paper aims at assessing how Public Relations practitioners in Cross River State of Nigeria perceive the difference between corporate and strategic communications. Being a research on perception, the argument method was used to identify and compare the respondents’ understanding of the subject matter. The instrument adopted for the study was focus group discussion, and 20 respondents were picked through systematic sampling from amongst members of the Nigerian Institute of Public Relations, Cross River State Chapter. The theoretical framework was anchored on the Situational Theory of Publics, as developed by James Grunig in 1968. Data collected were qualitatively analysed. From the findings, it was established that there is a marked difference between corporate and strategic communications. It was thereafter recommended, among others, that PR practitioners who desire to contribute to the attainment of their organisational goals, should embrace strategic communication in order to achieve maximum impact.

Keywords: communication, corporate communication, public relations, perception, strategic communication

 

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