Chapter 27
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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

Peggy Simcic Brønn


Communications strategy

  • Push strategy

  • Pull strategy

  • Profile strategy

Peggy Simcic Brønn


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

Corporate personality

Corporate identity

Corporate image

Peggy Simcic Brønn


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


Identity Cues:


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  • Withdrawn -- aloof, secretive, cautious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


Figure 27.4 The corporate identity management process.


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

  • Authority networks

  • Information exchange networks

  • Task-expertise networks

  • Friendship networks

  • Status networks

Peggy Simcic Brønn


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