Essay 1

Question 1

Define strategic communication

Answer 1

Communication aligned with the business’ overall strategy to enhance its strategic position. It is the deliberate and purposeful communication by a professional communicator to advance the mission of an organisation.

Question 2

List the steps involved in the process of developing comm strategy.

Answer 2

1. Strategy formulation consists of a combination of planned and emergent processes
2. Strategy involves a general direction and not simply plans or tactics
3. Strategy is about the organisation and its environment

Question 3

Explain step 1 of developing a communication strategy.

1. Strategy formulation consists of a combination of planned and emergent processes

Answer 3

• there is a combination of logical, rational process in which visions and objectives are expressed and worked out into programmes and actions
• emergent processes occur when behaviour and actions emerge
• visible at communication strategy level
• communication strategy consists of:
  Pre-structured and annually planned programmes and campaigns as well as
  Reactive responses due to SH concerns in the environment

Question 4

Explain step 2 of the process of developing comm strategy.

2. Strategy involves a general direction and not simply plans or tactics

Answer 4

• emphasis is on general sets of maneuvers (not specific)
• strategy includes more than just plans or tactics
• strategy concerns the organisation’s direction and positioning in relation to SH in its environment for a longer period of time

Question 5

Explain step 3 of the process of developing a communication strategy.

(3. Strategy is about the organisation and its environment )

Answer 5

• emphasis is on long term strategic choices that are feasible in orgs environment
• managers who manage strategically have a balance between:
  1. Vision and mission
  2. What the environment will allow
• strategy is adaptive and must be responsive to external opportunities and threats
• strategy = the process of managing interaction between org and external environment

Question 6

Explain the link between communication strategy and corporate strategy.

Answer 6

TRANSLATED DECISIONS AND STRATEGY

• decisions made at corporate level need to be translated into specific comm programmes for different SH
• comm practitioners inform and executives on SH and reputation all issues

IN THE CENTRE

• comm must be in the center to be effective in org
• comm is an NB part of what org is offering customers

INTERCONNECTEDNESS

• both strategies are interlinked parts of total strategy process
• revision of corp strategy/comm strat can be initiated at any level

PRACTITIONER SKILLS
- CC practitioners skills are their ability to align org issues and obj with necessary comm programmes

PRACTITIONER INVOLVEMENT

• involving practitioners in decision make is crucial for strategic direction of org
• info about relations with SH gets factored in at decision making level

Question 7

What is the corporate strategy?

Answer 7

• vision show how the org wants to be seen by SH
• wants to meet expectations of SH expectations and needs
• gives strategic vision for whole org in terms of market, product or geographical scope
• concerned with overall purpose and scope of the org
• vision includes how SH expectations and needs can be aligned with org vision
• broadest level of strategy
• leads to org being trusted and viewed as credible
• it’s a bridging strategy concerned with achieving non-financial goals

Question 8

What is the communication strategy?

Answer 8

• functional or operational strategy
• concerned with how corp comm programmes for different SH to achieve vision and support corp obj of corp strategy
• consists of deliberate emergent elements
• analyzing orgs key strategic priorities and selecting strategic org positions/goals to be communicated to SH
• SH and issues mgt form core focus of emerging PR strategy
• strategy outlines the comm used to address constantly emerging PR strategy