Interrogating the contribution of corporate communication in organisational identity: a case study of Kenya national highways authority
Abstract
ix
ABSTRACT
This study sought to interrogate the contribution of corporate communication in creating
organizational identity, a case study of Kenya National Highways Authority (KeNHA).
In the face of increased importance associated with corporate communication as a way of
creating organizational identity. State Corporations KeNHA management included
formed corporate communication structure and allocated resources with the assumption
that the office would perform communication activities which were deemed to create
organisational identity and the realization of organization objectives. However, the
organization lacked the mechanism of determining whether corporate communication
contributed to organisational identity and if it did by how much it contributed .This study
therefore sought to examine whether corporate communication activities contributed to
the creation of organisational identity of KeNHA in two financial years 2011 to 2013.
The research further sought to realize the following research objectives; to examine
KeNHA’s corporate communication activities that contributed to organisational identity,
to define strategies used by KeNHA’s corporate communication office as a way of
creating organisational identity and to propose monitoring and evaluation indicators for
determining organisational identity both in two financial years 2011 to 2013 . The study
used semi-structured interviews and qualitative content analysis of documents and
policies to fulfil the above stated functions as outlined in ECT and SIT. From the
interview responses and content analysis the study found out that corporate
communication had a significant part in the contribution of organisational identity
especially in publicity of KENHA materials, media liaison, web management, and
participation of state functions, conferences and exhibitions, formulation of corporate
communication strategies, developing and administering a communication database,
creating linkages with stakeholders and sustain favourable media relations. To achieve
the research objectives, the study was guided by two theories; the Entrepreneurial
Communication Theory (ECT) which outlined four functions of strategic organization
communication namely:-energizing, aligning, visioning and constituting of various
organizational activities while Social Identity Theory (SIT) which outlined that
organization employees classify themselves as social categories in terms of membership
and age group who in turn formed an as organisational identity. The study recommended
monitoring and evaluating indicators to be used to determine organisational identity, and
defined strategies creating for creating organisational identity. The study disclosed that
KeNHA’s management was aware of the contribution of corporate communication in the
realization organizational goals. The study found out that the scope of corporate
communication as management function in KeNHA is on the increase and
management’s needs should include emerging issues that have a direct impact on
organisational identity thus the corporation should enhance corporate communication
activities.
Publisher
University of Nairobi