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Chapter 27 Communication strategies to reach all stakeholders

Chapter 27 Communication strategies to reach all stakeholders. Communications strategy. Push strategy Pull strategy Profile strategy. Profile communication strategies. Based on developing trust and commitment through continual dialog.

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Chapter 27 Communication strategies to reach all stakeholders

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  1. Chapter 27 Communication strategies to reach all stakeholders Peggy Simcic Brønn

  2. Communications strategy • Push strategy • Pull strategy • Profile strategy Peggy Simcic Brønn

  3. Profile communication strategies • Based on developing trust and commitment through continual dialog. • Encourages stakeholders to act favorably towards an organization and thus helps it achieve its long-run objectives. Peggy Simcic Brønn

  4. Elements central to development of corporate image Corporate personality Corporate identity Corporate image Peggy Simcic Brønn

  5. Dimensions of corporate identity • Relational • Government, local community, employees, network members • Management • Corporate goals, decision-making, knowledge, understanding • Product • Product endorsement and support, promotional distinctiveness, competitive advantages Peggy Simcic Brønn

  6. Identity Cues:

  7. Factors used for articulating image • Dynamic -- pioneering, attention-getting, active, goal-oriented • Cooperative -- friendly, well liked, eager to please • Business -- wise, shrewd, persuasive, well organized • Character -- ethical, reputable and respectable • Successful -- financial performance, self- confidence • Withdrawn -- aloof, secretive, cautious Peggy Simcic Brønn

  8. Figure 27.4 The corporate identity management process.

  9. 2-dimensional attribute perception matrix High Ideal situation -- exploit and maintain Problem area communications or reality? Importance of attribute to stakeholder Consider whether this is misdirected effort -- CAUTION! Consider whether this really is a problem Low Negative Positive Perceived Performance

  10. Specialized communication networks • Authority networks • Information exchange networks • Task-expertise networks • Friendship networks • Status networks Peggy Simcic Brønn

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