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Corporate Communication Introduction & Strategy. Phillip G. Clampitt, Ph.D. 1. Introduction. Corporate communications is the strategic management of issues and relationships between an organization and its various constituent audiences. Key issues Strategy Issues

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Presentation Transcript
1 introduction
1. Introduction
  • Corporate communications is the strategic management of issues and relationships between an organization and its various constituent audiences.
  • Key issues
    • Strategy
    • Issues
    • Relationships with audiences
introduction cont
Introduction cont.
  • What CC/PR is Not
    • Press kits
    • News conferences
    • Press releases
    • Web sites
    • Schmoozing
introduction cont1
Introduction cont.

Issue Mgt.

Org. Identity

  • Strategy
  • Audience Relationships (AA)

Risk Comm.

Crisis Comm.

2 what is strategy
2. What is strategy?
  • Macro-level orientation
  • Implicit or explicit choices resulting in tradeoffs
    • Who vrs. What
    • When vrs. How
    • Why vrs. What
  • Goal Setting
  • Anticipating other’s reactions
  • Serves as a basis for action
3 what makes strategy effective
3. What makes strategy effective?
  • Links to organizational goals
  • Legitimizes some issues/de-legitimizes others
  • Shapes memory
  • Makes sense out of the confusing and ambiguous
  • Provides point of identity
  • Evolves
4 what are the strategic options
4. What are the strategic options?
  • Spray & Pray
  • Sell & Tell
  • Underscore & Explore
  • Identify & Reply
  • Withhold & Uphold
types of strategy cont
Types of strategy cont.

Underscore & Explore

+++

Sell & Tell

Identify & Reply

Effectiveness

Spray & Pray

Withhold & Uphold

---

Great Little

Amount of Information

5 developing the strategy
5. Developing the strategy
  • Discover
    • Study (Organ., People, Issues)
    • Discern critical issues
    • Establish Goals
  • Create Strategy
  • Assess
developing cont
Developing cont.

Stage 1: Discover

Stage 3: Assess

Stage 2: Create

Study

- Organ.

- People

- Comm. Systems

Assess

Discern

Critical

Issues

Develop

Strategy

Implement

Establish

Goals

Organizational Environment

6 audiences stakeholders
Activist publics

Intraindustry players

Interindustry players

Potential activist publics

Customers

Employees

Legislators

Regulators

Judiciary

Investors

Neighbors

Media

6. Audiences/stakeholders
7 issues analysis
7. Issues analysis
  • Issues identification
  • Issues scanning
  • Issues monitoring-tracking
  • Issues analysis
  • Issues prioritization

FACTS - VALUES - CONCLUSIONS

8 issue monitoring analysis form
Name of issue

Monitor’s name

Internal liaisons

External liaisons

Relationship to other issues

Lions, special-interest groups

Stage of development

Implications for org.

Stress points/threats

Opportunities

Public policy plan

Comm. plan

Measurable outcomes

Supporting documentation

8. Issue Monitoring/Analysis Form
9 gap analysis
9. Gap Analysis
  • Organization
  • Performance
  • Activities
  • Policies
  • Procedures

Stakeholder’s

Expectations

Gap

  • Facts
  • Values
  • Policy