What they can do versus how much they care Assessing corporate communication strategies on Fortune 500 web sites

Purpose - This paper aims to propose a typology of corporate communication strategy; to investigate whether the typology is present among Fortune 500 corporations; and to explore whether there is a dominant strategy and industrial differences among them. Design/methodology/approach - A content analysis of all 2008 Fortune 500 corporate web sites was undertaken. Findings - This paper finds that there are three corporate communication strategies used to affect publics' corporate associations: corporate ability (CAb) strategy; corporate social responsibility (CSR) strategy; and a hybrid strategy. The results demonstrate that a majority of corporate public relations for Fortune 500 companies emphasize a CAb communication strategy over a CSR or hybrid strategy, whereas the top 100 Fortune 500 corporations focus on a CSR strategy over the other two strategies. Industrial differences are also found in adopting different corporate strategy among the companies. Originality/value - The applied value of this research it is that provides convincing and realistic insights about contemporary corporate communication strategy and a valuable set of communicative directives to public relations practitioners managing corporate- context communications with stakeholders since it explores dominant corporate strategy among Fortune 500 companies.