Essay 2 Flashcards
Draw the process of developing a comm strategy
Analyse the internal env.
Identify strategic SH and publics
Identify and describe key strategic issues in the int and ext environment
Identify implications of strategic issue
Decide on corporate comm strategy
Set communication goals
Develop comm policy
Draft to top mgt
Conduct an overall corp comm media analysis
Develop a strategic comm plan
Explain “analyse the internal environment as a step in developing a comm strategy.
- orgs should be familiar with their internal environment before developing a corp comm strategy.
- employees are the key SH group and need to be involved in or buy into the vision and mission, as well as corp values, culture, policies and strategies
- discovering underlying assumptions that drive employee behaviour assist in identifying gaps that exist
- align company values and SH expectations and company vision or company = inclusiveness
Explain “identify strategic SH and publics” the internal environment as a step in developing a comm strategy.
- CC strategy should be designed with SH in mind
- both internal and external SH need to be taken into consideration
- use SH inclusiveness approach should be included when all legitimate SH should be included when. Making strategic decisions
- fulfilling these needs and values (SH expectations) are considered as being the best interest of the org
- use proactivity and active SH involvement
Explain “identify and describe key strategic issues in the int and ext environment” the internal environment as a step in developing a comm strategy.
- including SH will help org identify emerging issues in general as well as recurring SH perspectives whereby org can act appropriately and efficiently to reactions of SHs
- provides mgt with balanced outlook concerning the feasibility of orgs strategic options
- SHs won’t only feel included in strategic direction of org but they’ll be able to contribute to SH perspectives of org which will legitimize org
Explain “identify the implications of each strategic issue” the internal environment as a step in developing a comm strategy.
- strategic and business issues faced by business must be ID and understood to determine what their implications will be
- implications will have to be addressed
- when considering and including SH consistently about their issues, problems of opp that may positively impact them
Explain “decide on corporate comm strategy” the internal environment as a step in developing a comm strategy.
- this step is aligned to SH inclusiveness approach in that building and maintaining relationships = a coming together of the org and its strategic SH around issues of mutual interest
- when considering and including SH in this step, the comm strat must speak to legit SH consistently about their issues problems or opp that may positively impact on them
Explain “set communication goals” the internal environment as a step in developing a comm strategy.
- comm goals outline what should be done, themes outline what should be said
- comm goals indicate what the org wants or achieve with dominant
- commitment to ensuring that these goals are aligned with SH expectations is key to the SH inclusiveness approach
Explain “develop communication policy” the internal environment as a step in developing a comm strategy.
- policies may be formal statements or conventional understandings
- org policies differ from org to org because org policy is strongly influenced by corp culture
- employee understanding, acceptance and commitment to the policy developed is essential in SH inclusiveness approach
Explain “draft to top management” the internal environment as a step in developing a comm strategy.
- top mgt should be kept up to date with the CC strategy
- it is NB to ensure that top mgt approve budget for strategy
- the more top mgt is included, the more funding a CC start will receive
- it will also assist in changing negative perceptions about comm function
- in SH inclusiveness approach this step aims to bridge management expectations
Explain “conduct an overall corp comm analysis” the internal environment as a step in developing a comm strategy.
- a media analysis will provide a strategy with the mediums most suitable for the specific org and its SH
- regular revision of the channel platform is vital to a CC strategy’s success
- in a supportive role to SH inclusiveness approach, this must be considered as well as the relationship with media as a SH
- this group needs to be involved and legit concerns must be taken into consideration
Explain “develop a strategic comm plan” the internal environment as a step in developing a comm strategy.
- framework within which comm campaigns and programmes are developed
- focus on building and maintaining relations
- continuous programmes for SH
- consider SH needs when developing plan- effective consequences and action must be taken alongside implementation
