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STRATEGIC COMMUNICATION - Coggle Diagram
STRATEGIC COMMUNICATION
Fundamentals of Strategic Communication
A process through which individuals and organizations exchange information intentionally to achieve specific objectives.
types:
Nature and Evolution of Communication: Communication is a fundamental human process that has evolved from traditional forms of interaction to modern digital communication.
Elements and Models of Communication: Includes sender, message, channel, receiver, code, and context. The Shannon-Weaver model explains linear communication, while the Osgood-Schramm model describes circular and interactive communication.
Types of Communication: Interpersonal communication occurs between individuals; organizational communication takes place within and outside institutions; mass communication reaches large audiences.
Communication Barriers and Feedback: Barriers or noise can interfere with understanding. They may be physical, psychological, semantic, cultural, or technological. Feedback helps verify whether the message was understood.
Effective Communication as a Professional Skill: Requires clarity, active listening, empathy, and appropriate verbal and nonverbal expression.
Institutional Communication and Its Fields of Action
The set of communication processes used by an organization to establish relationships with its internal and external audiences and strengthen its identity and image.
types:
Tactical and Strategic Communication: Tactical communication focuses on specific actions, while strategic communication follows long-term objectives aligned with the organization's mission and vision.
Organizational Culture, Identity, and Image: Organizational culture represents shared values and practices; identity defines what the organization is; image refers to how the public perceives it.
The Role of the Director of Communication (Dircom): Coordinates institutional communication, public relations, marketing, internal communication, social media, customer service, and crisis management.
Key Publics and Stakeholders: Identifying, classifying, and analyzing the groups that influence or are influenced by the organization helps establish appropriate communication strategies.
Organizational Communication Diagnosis and Audit: Evaluates communication processes, identifies strengths and weaknesses, and determines opportunities for improvement.
Public Relations and Reputation Management
A management discipline that develops and maintains positive relationships between an organization and its different audiences.
Types:
Public Relations as a Management Discipline: Helps organizations build relationships based on trust, understanding, and mutual benefit.
History and Evolution of Public Relations: Public relations has evolved from traditional publicity practices into a strategic function. Important figures include Ivy Lee and Edward Bernays.
Public Relations Tools and Strategies: Include press releases, newsletters, interviews, press conferences, events, lobbying, social media, and podcasts.
Reputation and Institutional Credibility: Reputation is built through trust, consistency, transparency, active listening, and responsible communication.
Crisis Communication: Involves preparing for and responding to situations that may damage an organization's image, credibility, or public trust.
Persuasive Strategies and Communication Ethics
The use of messages and strategies to influence opinions, attitudes, and behaviors through responsible and effective communication.
Types:
Persuasion and Rhetoric: Uses three fundamental elements: Ethos (credibility), Pathos (emotions), and Logos (logic and reasoning).
The Seven C's of Effective Communication: Clarity, concision, concreteness, correctness, coherence, courtesy, and consideration.
Internal and External Audiences: Internal audiences include employees and management, while external audiences include customers, suppliers, institutions, and the general public.
Ethics and Social Responsibility: Requires honesty, transparency, respect, inclusion, and participation. Communication should avoid manipulation and misinformation.
Emotional Communication and Institutional Storytelling: Uses authentic stories and emotional connections to communicate an organization's identity, values, and purpose.
Digital Communication and New Media
The use of digital technologies and online platforms to create, share, and exchange information in an interactive and immediate way.
Types:
Digital Transformation: Communication has become interactive, decentralized, multidirectional, and increasingly instantaneous.
Digital Platforms and Social Media: Websites, social networks, and other digital channels allow organizations to communicate with audiences and strengthen their online presence.
Content Marketing and Virtual Communities: Involves creating valuable content and building online communities. The community manager is responsible for managing and maintaining these digital relationships.
Digital Analytics, Metrics, and KPIs: Measures communication performance through website visits, reach, followers, engagement, click-through rates (CTR), conversions, and positive or negative mentions.
Opportunities and Risks of Digital Communication: Offers global reach, participation, innovation, and immediate measurement. However, it also presents risks such as misinformation, polarization, information overload, and misuse of personal data.
Designing a Strategic Communication Plan
A structured document that establishes the objectives, strategies, actions, resources, and evaluation methods needed to manage an organization's communication effectively.
Types:
Situational Diagnosis and SWOT Analysis: Examines the organization's communication environment by identifying strengths, weaknesses, opportunities, and threats.
SMART Objectives, Messages, and Channel Selection: Establishes specific, measurable, achievable, relevant, and time-bound objectives, as well as the appropriate messages and communication channels.
Strategies and Tactics: Strategies define the general direction for achieving objectives, while tactics are the specific actions used to implement them.
Timeline, Budget, and Responsibilities: Organizes activities, establishes deadlines, allocates financial resources, and assigns responsibilities.
Monitoring, Evaluation, and Adjustments: Measures results, identifies areas for improvement, and makes necessary changes to ensure the plan achieves its objectives.