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Chapter 5 : Communication Strategy

Chapter 5 : Communication Strategy. Corporate Communication: A Guide to Theory & Practice. Overview. The process of strategy making in corporate communication The content of a communication strategy. The process of communication strategy. Communication strategies involve :

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Chapter 5 : Communication Strategy

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  1. Chapter 5: Communication Strategy Corporate Communication: A Guide to Theory & Practice

  2. Overview The process of strategy making in corporate communication The content of a communication strategy

  3. The process of communication strategy • Communication strategies involve: • Bringing stakeholder reputations in line with the vision of the organization • Reinforcing existing reputations of stakeholders if broadly in line with how the organization wants itself to be seen • Wal-Mart

  4. Strategic intent Suggests a set of communication tactics and activities that aim to affect awareness, knowledge, reputation and behaviour of important stakeholders

  5. The process of communication strategy Paradigms on the process of strategy-making:

  6. Strategy formation characteristics

  7. Strategy formation Strategy formation consists of a combination of planned and emergent processes Strategy involves a general direction and not simply plans or tactics Strategy is about the organization and its environment

  8. The link between corporate strategy and communication strategy translating CORPORATE STRATEGY COMMUNICATION STRATEGY informing

  9. The content of communication strategy • Starts from an organization-wide assessment of the organization’s reputation in the light of its vision at a particular point in time. • Reputation-vision gap forms the basis for the formulation of a strategic intent.

  10. Communicators • Communication technician: is generally not involved in strategic management decision-making and strategic decisions concerning communication strategy and programs • Communication manager: makes strategy or policy decisions and is held accountable for program success or failure • Philips

  11. Strategic messaging • Organization-wide assessment of how organization is seen by stakeholders (reputation) in light of the organization's vision • The gap is the basis of strategic intent: the change or consolidation in a company’s reputation that is intended • Philips

  12. Stages in formulating the content of a communication strategy STRATEGIC INTENT THEMED MESSAGES MESSAGE STYLES

  13. Alternative message styles

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