Creating a Communication Strategy

Creating a Communication Strategy - Creating a...

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Unformatted text preview: Creating a Communication Strategy BA330 BA330 Professor Tim Hartge Professor Tim Hartge Corporate communications strategy framework Communications through messages Noise The Corporation Channel Stakeholder or constituencies Noise Feedback response 11/18/15 2 Creating a communications strategy • An effective communications strategy has three primary subsets: 1. Determining the objectives for the particular communications 2. Deciding what resources are available in achieving the objectives 3. Diagnosing the organizations reputation 11/18/15 3 Creating a communications strategy • Questions that require answers when creating a communications strategy: – What are the facts surrounding the issue? – What are the business issues involved? – Who are the stakeholders? – Begin to prioritize stakeholders. 11/18/15 4 Creating a communications strategy - Objectives • There are many different reasons for communicating: • Task-deciding whether your informing or persuading • This could take the form of – Corporate announcements – internal communications – External communications, or – Crisis management 11/18/15 5 Creating a communications strategy - Resources • Deciding what are the resources available • Resources include: – Money – Human resources • Access • Human capital – Time – Facilities 11/18/15 6 Corporation and Stakeholders Identification and Analysis Stakeholder or constituency 11/18/15 7 Analyzing stakeholders and constituencies • Analyzing stakeholders and constituencies are the same as audiences • Need: – Determining who your organizational stakeholders or constituencies – What each needs to know or knows about the communication issue 11/18/15 8 Analyzing stakeholders and constituencies • Questions that identify how the stakeholder or constituency is related to the issue or the corporate problem. – Ask yourself what the constituents know about the issue – What is their attitude or belief about the issue or towards the company – Are they hostile or friendly towards the company and/or the issue 11/18/15 9 Analyzing stakeholders and constituencies • What do you want them to do? • How do you want them to respond to you? 11/18/15 10 Analyzing stakeholders and constituencies • Organizational stakeholders or constituencies • You can identify constituencies as: – Groups of entities and/or people into categories: • • • 11/18/15 Primary to the organizations best interests Secondary to the organizations best interests Tertiary to the organizations best interest 11 Analyzing stakeholders and constituencies Primary • • • • • 11/18/15 Secondary Employees Customers Shareholders Communities Media • • • • • Traditional media Digital media Suppliers Creditors Governments • Local • Regional • National Free template from Tertiary • Bloggers or other types of nontraditional media • Others ( can you name any others? 12 The Message Structure and Channel 11/18/15 Free template from 13 Effectively delivering the message • This is a three-step process: – Decide what is the constituent or stakeholder company preferred form of communication. – Decide what approach to take in the communications, e.g., direct or indirect methods – Decide which medium or channel would be most effective in delivering the message 11/18/15 14 Effectively structuring the message – Direct and Indirect methods • Direct method-revealing the most important points first followed by an explanation in more detail of the issue. • Indirect method-giving the context of the issue first, then delivering the news or the main point, followed by a concluding statement. 11/18/15 15 Effectively delivering the message • Traditional channels – – – – – – – – – – – – – – – – – – Letter/mail Letter/mail Fax Fax E-mail E-mail Television Television Radio Radio Voicemail Voicemail Print media Print media Printed press release Printed press release Spoken word Spoken • Newer channels • • • • • • • • • • • • • • • • Blogs Blogs Digital newsrooms Digital Podcasts Podcasts Skype-electronic meetings – Skype-electronic electronic teleconferencing electronic teleconferencing Text messaging Text messaging RSS feeds RSS feeds Facebook Facebook Twitter Twitter • Telephone • Telephone • Face-to-face via sales force or • Face-to-face via sales force or personal call personal call Synchronous and asynchronous communications channels-decide which? 11/18/15 16 Message Success and Analysis Stakeholder Feedback • Was the message received and decoded as the corporation intended? • Did the stakeholder respond in the manner in which the Corporation intended? • Is follow-up required? 11/18/15 17 Conclusion • A coherent communications strategy is critical to a corporations success-brand reputation. • Responding in a consistent manner true to the corporations values and beliefs is required. • Creating a coherent communications strategy is critical to a modern-day firms success. 11/18/15 18 ...
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