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Communicating Strategically

Understand why companies need to rethink communications and approach them strategically. Explore the function of corporate communication, its ties to company image and objectives, and the drivers behind strategic communication. Learn about effective corporate communication strategies and the importance of audience involvement. Gain insights on choosing appropriate communication styles and strategies, as well as analyzing constituencies and delivering messages effectively. Discover the lessons of strategic communications for long-term success.

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Communicating Strategically

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  1. Communicating Strategically

  2. Using Corporate Communication Strategically Why do companies need to rethink communications? How can they approach it strategically? What function does corporate communication serve? How does the function tie into the company’s image and objectives?

  3. Drivers of Strategic Communication • Regulatory imperatives • New regulation, revisit comm strategies and practices • Organisational complexities • Org grows in size and complexity – more markets, customers, products, services, employees, suppliers, etc, - hihger need for a consistent comm strategy

  4. Drivers of Strategic Communication • The need to increase credibility • Approval and trust from public • Aligning communication with strategy • Multiple constituents, responsive comm to all. • Consistency of the messages

  5. Reinventing Communications • Ancient Roots of Communication Theory • Corporate Communication Strategies • Setting an effective organization strategy • Analyzing constituencies • Delivering messages appropriately • Corporate Communication Connection to Mission

  6. Corporate Communication Strategy Model

  7. Content Control Audience Involvement Choosing an Appropriate Style: Tannenbaum and Schmidt Model JOIN CONSULT SELL TELL

  8. Choosing an Appropriate Style: Tannenbaum and Schmidt Model • Head makes decision and announces it • Head "sells" the decision • Head presents ideas and invites questions • Head presents tentative decision subject to change • Head presents problem, gets suggestions, makes decision • Head defines limits, asks group to make decision • Head permits teachers to function within limits defined by herself

  9. Most Memory Least Beginning End Time The Audience Memory Curve

  10. Corporate Communication Strategy Framework Messages • What is the best communication channel? • How should the organization structure the message? Corporation Constituencies • What does the organization want each constituency to do? • What resources are available? • What is the organization’s reputation? • Who are the organization’s constituents? • What their attitude about the organization? • What is their attitude about the topic? Constituent’s Response • Did each constituency respond in the way the organization wished? • Should the organization revise the message in light of the constituency responses?

  11. Lessons of Strategic Communications • Senior managers must be involved • Communications must be integrated • Structural integration is not the only choice • Communications must have a long-term orientation

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