Determinants of Corporate Communication Strategies for dissemination of disease surveillance research outcomes at Kenya Medical Research Institute

Abstract

Globally, external corporate communication strategies for disseminating research outcomes are mainly focused to scientific audiences. Thus, human health research institutions face challenges in developing corporate communication strategies for communicating research outcomes to their stakeholders. Hence, leaving out study respondents who are stakeholders in research outcomes. This study examined; determinants of corporate communication strategies for dissemination of disease surveillance research outcomes at KEMRI. Specific objectives were: (1) To determine the communication channels for appropriate dissemination of disease surveillance research outcomes to study respondents at KEMRI. (2) To determine the influence of communication skills for dissemination of disease surveillance research outcomes to study respondents at KEMRI. (3) To investigate the differentiation strategies for dissemination of disease surveillance research outcomes to study respondents at KEMRI. (4) To investigate the influence of the corporate communication plan in place for dissemination of disease surveillance research outcomes to study respondents at KEMRI. The study employed purposive sampling design. This study utilized mixed methods using self-administered questionnaires and in-depth interview guides. The study adopted pragmatic research paradigm. This case study utilised descriptive study design to collect primary data. The study was anchored on communication theory as the main theory, complimented by excellence theory. Sample size of 76 was determined using Krejcie Morgan table. Reliability and validity entailed; pilot testing 10 study participants, literature review, pre-check questionnaires and interview guides by colleagues and supervisors from SPU communication faculty. Data was collected from a response rate (RR) of 79%. Thus, 60 respondents purposively selected from a target population of 76. The study findings on determinants of corporate communication strategies were; communication channels (50%), communication skills (50%), differentiation strategy (48.3%) and corporate communication plan (51.7%). The study recommendations comprised; enhancement of corporate communication strategies that entail. Inclusion of additional communication channels to boost ICT and social media. Implementation of IMC and incorporate Pinterest and Tumblr as social media tools. The study further recommended development of KEMRI’s Institutional Repository (IR) as a communication channel, to facilitate access of research outcomes and feedback. The study participants suggested additional corporate communication professionals with communication skills. To harness the communication skills adopt capacity building and team building exercises. Strategic corporate communications in KEMRI entailing; media relations, internal and external official communications ought to be conveyed through corporate affairs (CA) department. The study further recommended; enhancement of differentiation strategy through implementation of IMC, incorporation of marketing department into CA department, to curb duplication of resources. Hence, propagate unified, consistence in messaging, identifying KEMRI as an authority in communicating research outcomes. Communication plan, elevate CA department in top management to manage the communication plan for disseminating research outcomes. In addition, Government of Kenya (GOK) may implement this study’s findings in their Agenda 4 communication plan. This study further concluded that, study respondents felt ignored during dissemination research outcomes at KEMRI, Nairobi. These findings strive to enhance the body of knowledge on, strategies for corporate communication, during dissemination research outcomes at KEMRI. Probable beneficiaries comprise SPU corporate communication scholars, practitioners, Government of Kenya and KEMRI management.