Effect of Communication Strategy on Strategic Planning in African Banking Corporation Kenya

Abstract

Due to competition, most organizations are adopting communication strategies to effectively portray their message in manner that captures the attention of their target market. It is important to have a proper plan on how to reach the predetermined target audiences this call for a strong communication strategy that would be appealing to the audience in order to ensure that the message is delivered in the easiest way. The study objective was to examine the factors affecting communication strategy on strategic planning at African Banking Corporation in Kenya and find out the challenges facing implementation of communication strategy on strategic planning at African Banking Corporation in Kenya. This was done by the use of a use a case study design. The case in this study was African Banking Corporation in Kenya. This was done through interviews with the human resources director, the chief finance officer, the public relation manager, the corporate banking director, the country head of treasury and the chief operating officer. The data for the research was qualitative in nature. The qualitative data was done using content analysis. The findings indicate that effective communication is important for successful implementation of strategy at the African Banking Corporation in Kenya. The benefits of effective communication include: helping the managers to perform the basic functions such as planning, organizing, motivating and controlling. The main challenges facing communication in strategic planning include; poor authority structure lack of coordination and support from other levels of management and resistance from lower levels and lack of or poor planning activities.