Strategic communication in an organization :The Case Study of New Kenya Corporative Creameries

Abstract

The study's aim was to gather evidence that the use of strategic corporate communication and public relations can play a big role in the restructuring and transformation of an organization, in this case New Kenya Corporative Creameries. A sample population of 35 staff members was drawn randomly from every department at the NKCC Headquarters. The study confirmed that the use of strategic communication contributed to a great extent to the success of NKCC. NKCC successful endeavored in image buildings, increased visibly,and took part in sponsorships of sports and atheletes for example the just ended Beijing Olympics of 2008. The major challenges found at the NKCC was in the internal communication, most of the employees felt that there was need to improve and have a culture change which eventually became the given study recommendations.