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Chapter 27 Communication strategies to reach all stakeholders PowerPoint PPT Presentation


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Chapter 27 Communication strategies to reach all stakeholders. Communications strategy. Push strategy Pull strategy Profile strategy. Profile communication strategies. Based on developing trust and commitment through continual dialog.

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Chapter 27 Communication strategies to reach all stakeholders

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Chapter 27 communication strategies to reach all stakeholders

Chapter 27

Communication strategies to

reach all stakeholders

Peggy Simcic Brønn


Communications strategy

Communications strategy

  • Push strategy

  • Pull strategy

  • Profile strategy

Peggy Simcic Brønn


Profile communication strategies

Profile communication strategies

  • Based on developing trust and commitment through continual dialog.

  • Encourages stakeholders to act favorably towards an organization and thus helps it achieve its long-run objectives.

Peggy Simcic Brønn


Elements central to development of corporate image

Elements central to development of corporate image

Corporate personality

Corporate identity

Corporate image

Peggy Simcic Brønn


Dimensions of corporate identity

Dimensions of corporate identity

  • Relational

    • Government, local community, employees, network members

  • Management

    • Corporate goals, decision-making, knowledge, understanding

  • Product

    • Product endorsement and support, promotional distinctiveness, competitive advantages

Peggy Simcic Brønn


Chapter 27 communication strategies to reach all stakeholders

Identity Cues:


Factors used for articulating image

Factors used for articulating image

  • Dynamic -- pioneering, attention-getting, active, goal-oriented

  • Cooperative -- friendly, well liked, eager to please

  • Business -- wise, shrewd, persuasive, well organized

  • Character -- ethical, reputable and respectable

  • Successful -- financial performance, self-confidence

  • Withdrawn -- aloof, secretive, cautious

Peggy Simcic Brønn


Chapter 27 communication strategies to reach all stakeholders

Figure 27.4 The corporate identity management process.


Chapter 27 communication strategies to reach all stakeholders

2-dimensional attribute perception matrix

High

Ideal situation -- exploit and maintain

Problem area communications or reality?

Importance of attribute to stakeholder

Consider whether this is misdirected effort -- CAUTION!

Consider whether this really is a problem

Low

Negative

Positive

Perceived Performance


Specialized communication networks

Specialized communication networks

  • Authority networks

  • Information exchange networks

  • Task-expertise networks

  • Friendship networks

  • Status networks

Peggy Simcic Brønn


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