Interrogating the contribution of corporate communication in organisational identity: a case study of Kenya national highways authority
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.