Essay 1 Flashcards
Define strategic communication
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.
List the steps involved in the process of developing comm strategy.
- Strategy formulation consists of a combination of planned and emergent processes
- Strategy involves a general direction and not simply plans or tactics
- Strategy is about the organisation and its environment
Explain step 1 of developing a communication strategy.
1. Strategy formulation consists of a combination of planned and emergent processes
- 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
Explain step 2 of the process of developing comm strategy.
2. Strategy involves a general direction and not simply plans or tactics
- 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
Explain step 3 of the process of developing a communication strategy.
(3. Strategy is about the organisation and its environment )
- 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
Explain the link between communication strategy and corporate strategy.
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
What is the corporate strategy?
- 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
What is the communication strategy?
- 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