Strategic Leadership in Corporate Communication : The Importance of Executive Coaching

This paper focuses on a key personal competency that is executive coaching in corporate communication management, and also identifies how executive coaching can improve an organization's reputation and relationship. A survey of 101 corporate communication senior practitioners who represent their organizations from different competitive industries was studied in the vibrant cities, Malaysia. The result of study revealed that an executive coaching skill has significantly led to task sophistication among corporate communication practitioners. Key findings of the study showed that there is a significant and positive relationship between executive coaching, reputation and relationship for the organization which considers as protecting its intangible assets and maintaining its organisational success. Firstly, the findings give awareness of the importance of executive coaching in managing their corporate communication policy. Secondly, the findings will improve the quality and precision of practitioners' work especially in top management discussion in the boardroom. Finally, executive coaching will improve the organizational reputation and relationship