THE ROLE OF STRATEGIC COMMUNICATION IN ACHIEVING BUSINESS GOALS
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- NGN 3000
Abstract:
This study aims to (1) evaluate the impact of strategic communication on achieving business goals, (2) identify the key elements of effective strategic communication, and (3) assess the role of communication in aligning organizational objectives. A survey research design was employed to gather detailed insights from a large sample. Using Taro Yamane's formula, a sample size of 365 respondents was selected to ensure the results are statistically significant. The research was conducted in the media industry in Lagos, Nigeria, where communication is critical. The reliability coefficient score of the survey was 0.90. The findings indicate that effective strategic communication significantly enhances the achievement of business goals by improving stakeholder engagement, promoting transparency, and ensuring alignment with organizational objectives. Recommendations include developing clear communication strategies, investing in communication training for leaders, and leveraging technology to enhance communication effectiveness.
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