Abstract
Globally, differentiation strategies and corporate communication plan inform corporate communication strategies, for disseminating disease surveillance research outcomes. Study respondents are also stakeholders in research outcomes alongside the scientific community. This study examined differentiation strategies and corporate communication plans, as corporate communication strategies for dissemination of research outcomes at KEMRI. It also investigated the influence of the corporate communication plan in place for dissemination of disease surveillance research outcomes to study respondents at KEMRI. The study employed a purposive sampling design utilizing mixed methods using self-administered questionnaires and in-depth interview guides. The study adopted the pragmatic research paradigm. This case study utilised descriptive study design to collect primary data. The study was anchored on excellence theory and complimented by communication theory. The Krejcie Morgan table was utilised to determine a sample size of 76. Data was collected from a response rate of 79 per cent. From a target population of 76, the researcher purposively selected 60 respondents. The study findings were differentiation strategies (48.3%) and corporate communication plan (51.7 per cent). Recommendations on the communication plan comprised: elevation of Corporate Affairs (CA) to top management, to manage the communication plan for disseminating research outcomes. KEMRI to incorporate a communication plan for scientists and CA, for translating research jargon to research respondents and other stakeholders. Enhancement of differentiation strategies by continually maintaining image, identity and corporate visual identity (CVI). Empower CA to manage media relations, identity, reputation, and media audits. Propagate unified consistence in messaging, identifying KEMRI as an authority in communicating research outcomes. The study concluded that study respondents felt ignored during dissemination research outcomes at KEMRI, Nairobi. The findings enhanced the body of knowledge on, corporate communication strategies incorporating study respondents as stakeholders in research outcomes dissemination.
Highlights
Human health research institutions are constantly strategizing their corporate communications
What are the differentiation strategies for dissemination of disease surveillance research outcomes to study respondents at Kenya Medical Research Institute (KEMRI)? How does the corporate communication plan determine the dissemination of disease surveillance research outcomes to study respondents at KEMRI?
What are the differentiation strategies for dissemination of disease surveillance research outcomes to study respondents at KEMRI? The second, How does the corporate communication plan determine the dissemination of disease surveillance research outcomes to study respondents at KEMRI?
Summary
Human health research institutions are constantly strategizing their corporate communications. The aim is to distinguish their disseminated research outcomes to remain revenant to their diverse stakeholders. According to Dixon (2017), corporate communication is a study of the internal and external communications management and strategy of a corporations efforts. Van Riel further defines corporate communication as; an instrument of management by means of which all consciously used forms of internal and external communication are, harmonised as effectively and efficiently as possible (Mohamad et al, 2018; Mohamad & Bakar, 2018). Corporate communication entails all communications done by an institution to its internal and external publics. Nwachukwu (2017) observed that efficient, effective and truthful information is the foundation of corporate communication Press conference, newsletters, magazines and brochures. Nwachukwu (2017) observed that efficient, effective and truthful information is the foundation of corporate communication
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