CORP COMM-Developing a communication strategy (Glossary (BASELINE- The…
CORP COMM-Developing a communication strategy
BASELINE- The initial data that will serve as your starting point for evaluation.
BLOG- Websites in which messages are posted and displayed with the latest message at the top
ENTERPRISE STRATEGY- Broadest level of strategy concerned with an org's mission, purpose and role in society.
MASH-UP- Website or web application that combines content from more than one source into a single web page.
MILESTONE- Progress checkpoints
SMART- An approach to determine the effectiveness of an objective. The acronym stands for "specific" "measurable" "achievable" "realistic" and "time-bound"
SOCIETAL EXPECTATIONS- Those expectations of stakeholders based on their societal interests and concerns
TRIPLE BOTTOM LINE- Reference to an approach to strategic management with a focus on social, environmental and economic sustainability.
WIKI- Type of website that allows anyone visiting the site to add, remove and edit all content
Formulation of strategic direction
Formulation of tactics (planned strategy)
-Systems & structures to implement strategic direction
Implementation of strategy & tactics
Continuous monitoring, adaptation (emerging strategy) & evaluation
OBJ 1: Discuss the process and content of developing a comm strategy
Process = the different individuals & groups that are involved in strategy formulation & the way they work together to shape and formulate comm strategy.
Content = the themed messages within CC and the message styles that are adopted to communicate to different stakeholders.
Strategy= a guideline/path to get from where we are now (research) to where we want to be (vision & mission) taking our environment (issues, opportunities & threats) and our resources (budget, people) into consideration.
OBJ 5: Explain the link between corporate/enterprise strategy & comm/PR strategy
vision/mission of org + environmental & stakeholder expectations & issues = Reputation
Reputation + Org vision & mission = Strategic intent
It provides a
strategic vision for entire org
It is concerned with the overall purpose & scope of org to meet needs of various stakeholders
It tries to find the best fit between an org and its environment
It deals with the
of an org
It is mostly
It is a
(deliberately planned & emergent)
To gain a
It can include enterprise, corporate & business level strategies
Key strategic formulation terms:
of strategy formulation
Environment within which org operates & develops strategies
The environment includes:
Collection of stakeholders; strategic issues (societal, political, ethical & internal)
The environment/context in which strategic-making takes place:
-This consists of the political, economical, social, technological, legal & environmental environment in which the org operates
-It also includes the stakeholders of the org
The needs & expectations
Content of strategy formulation
The issues tackled by strategy formulation- this means by which org goals achieved
Levels of strategy formulation
In org hierarchy we find 3 basic organizational levels: Macro; Meso ; Micro
When an org develops a strategy it does it on 5 levels (referred to as the content as it refers to the issues tackled)
Enterprise level strategy
Not formally stated
Identifies relationship with society
Why we exist
Role in society
Triple bottom line
Corporate level strategy
Deals with business domain org operates in
Decides on new businesses or discarding existing
Business level strategy
Deals with 1 product or group of products
In product, market or industry segment
Can have more than one
Functional level strategy
For each functional area eg HR
implementation of org strategies
To maximise productivity
To coordinate functional areas
Operational level strategy
Translates strategy into action
Implements tactics for a function
PROCESS OF COMMUNICATION STRATEGY FORMULATION
It helps with strategic direction of organisation
It provides direction for org's communication in building relationships with strategic stakeholders
It aligns comm goals with org goals
It bridges the gap between organisation reputation and org vision to get support
It considers the environment (internal & external)- boundary spanning
It helps org adapt to changes in stakeholders expectations & opinions.
It creates a competitive environment-detects & addresses issues
It is a functional and/or operational strategy on how to communicate with stakeholders to achieve org objectives
It allows for strategic comm. -comm aligned with business' overall strategy to enhance its strategic position.
-reputation > org vision & mission
= strategic intent.
Communication Strategy as the Boundary Spanning function
The CC specialist can be seen as the boundary spanning function between the org and its environment. This can be seen as the strategic role of comm management.
Boundary spanning function can be split into 2 main functions
1. MIRROR FUNCTION
= Input into org strategy (interpretation of outside info for management for org strategy)
-Through environmental scanning they can:
determine the orgs position
identify emerging issues that can have implications on org strategy
provide identity questions
identify stakeholder perceptions & how they might react to alternative strategy options.
monitors org environment, anticipates consequences on org policies & strategies
-It is the
info gathering & processing role
of CC practitioner
-It is an inward function
2. WINDOW FUNCTION
= Communication of org strategy
-CC makes the org transparent to the environment by:
communicating the org strategy to stakeholders
a comm strategy that is in line with the organisational strategy
Implementing a comm plan that is in line with comm strategy.
-It is the
-Also known as the
-It is an outward function
STRATEGIC ROLE OF COMM MANAGEMENT
They participate in strategic planning of org and is part of the strategic team (org strategy)
They interact with environment to stay up-to-date with new stakeholder groups & societal trends (both for org strategy and CC strategy)
They are comm experts- pro active
They are comm problem solvers - reactive (fix things as we go along)