CCOM 7311 Learning Unit 1 : Developing a Communication Strategy

Question 1

Definition of strategic communication ( 3 marks )

Answer 1

• Strategic communication is defined as communication that aligns with the general business strategy .
• It is deliberate and done by a professional .

Question 2

Characteristics of strategic communication management

4 marks

Answer 2

• Long term focus on performance .
• Link between Comm Management and business strategy .
• Aims to produce visible benefits and improvements of business performance .
• Management of need and expectations of stakeholders .

Question 3

Process of communication strategy ( 3 roles , 3 marks)

Answer 3

Refers to phases and steps used to formulate then implement strategies . 3 roles of CC in strategy formulation : environmental analysis , strategic think and planning , goal formulation/implementation and control

Question 4

Content of communication strategy

Answer 4

Practical issues covered in strategy development , including specific means to achieve them

Question 5

Strategy contents ( 7 marks)

Answer 5

Enterprise , Corporate , Business Unit , Functional , Operations , Strategist , Manager , Technician .

Question 6

3 Agreed upon things in strategy formulation

Answer 6

Combination of planned and emergent processes , involves general direction , is about org and its environment

Question 7

How research is used to measure and evaluate CC strategies

Answer 7

1) Audit research , 2) Set comm objectives 3) Plan and execute 4)Measure and evaluate 5 ) Compare results to initial objectives

Question 8

Definition of best practice

Answer 8

Preferred method or technique , due to its superior results.

Question 9

Best practice in PR research method

Answer 9

1) Clear, well defined objectives 2) Rigourous research design 3) Transparency and full documentation

Question 10

Clear , well defined objectives

Answer 10

1) Is the info clearly articulated 2)Are the target audiences well defined 3)Are business objectives being met via info gathered from research 4)Is there a plan as to how findings will be used ? 5)Will the organisation prepared to take action based on research findings

Question 11

Rigourous research design definition

Answer 11

Research design both has to support business objectives but also give info to be used in strategy formulation

Question 12

Rigourous research design Q 1-5 of 9

Answer 12

1) Is the sample well defined 2)Are respondents randomly selected 3)Are appropriate sample sizes used 4)Are appropriate statisical tests used 5)Is the data collection instrument unbiased

Question 13

Rigourous research design Q6-9

Answer 13

6) Is the data tabulated correctly 7)Is the data presented accurately 8) Is qualitative research used appropriately 9) Can study findings be replicated via independant testing

Question 14

Themed messages defintion 1 sentence

Answer 14

Strategic messages that refer to specific capabilities , strengths or values of the organisation

Question 15

Detailed Supporting Documentation 3 aspects

Answer 15

1) Full description of research method 2)Are data collection instruments available for review 3)Is the full data set available if requested

Question 16

Message styles : 3 Categories

Answer 16

Functional , Symbolic , Industry

Question 17

Message styles 5 marks

Answer 17

Rational , Symbolic , Emotional , Generic , Pre-emptive

Question 18

Rational message style 2 marks + examples

Answer 18

Claims superiority over competitors based on distinct advantage , along with supporting evidence . Cannot be copied by competitors eg Mercedes

Question 19

Symbolic message style

Answer 19

Claims are based on psych differentiation through symbol association . Best used by generic association where standing out is difficult /that are easy to duplicate . EG Allan Gray Investing

Question 20

Emotional message style

Answer 20

Aims to maximize positive emotions/involvement via references to positive and negative emotions . EG Tracker

Question 21

Generic message style (think dominance)

Answer 21

A claim that could be made by any other company in the industry . In industries where the org is extremely dominant . EG Eskom

Question 22

Pre-emptive message style

Answer 22

Generic claim of superiority . Claims industry wide expertise in one area . EG Knorr

Question 23

Steps in process of developing communication strategy

Answer 23

Analyse the internal environment . ID stakeholders, strategic issues and their implications . Decide on strategy, set goals, develop a policy . Draft to top management, conduct overall media analysis , develop strategic communication plan .

Question 24

Analyse the internal environment

Answer 24

Org must understand internal environment before developing a comm strat

Question 25

ID stakeholders and publics

Answer 25

CC strategy designed with stakeholder in mind , considering both internal and external stakeholders/environments .

Question 26

ID key strategic issues

Answer 26

Issues ,events and trends that affect organisations strategy . Lead to lower performance if unchecked

Question 27

ID implications of these issues 1 main sentence

Answer 27

Strategy ID’s implications of these issues , including those for stakeholders .
These must be addressed .

Question 28

Decide on a CC strategy 3 marks

Answer 28

• Organisations direction regarding communication with stakeholders .
• Determines whats necessary for a competitive advantage .
• Must support overall corporate strategy .

Question 29

Set Communication goals 1 sentence

Answer 29

Goals key to a Com strategy , aligns CC function to corporate mission

Question 30

Describe communication policy characeristics

Answer 30

Enforcable , clear , precise . without being rigid

Question 31

Draft to top management

Answer 31

Top must be kept up to date with CC strategy . Increased top involvement will lead to a bigger budget and more support . It will also change the stereotypes of CC to being able to contribute to the Bottom Line .

Question 32

Conduct overall media analysis

Answer 32

• Provides the best media for the given audience .
• Done so by establishing broad guidelines .
• Regular revision is neccessary .

Question 33

Develop strategic communication plan

Answer 33

• Framework for programs, campaigns , plans .
• It is the meeting of the organisation and its stakeholders around common interests .
• Should ideally be continous .

Question 34

Revised model for developing corp comm strategy

Answer 34

• Reassess corporate communication mission ,
• Analyse the environment ,
• Analyse communication channels ,
• Develop the policy .

Question 35

Reassess corporate communication mission

Answer 35

Formulate mission statement/reassess existing one . Ensures shared meaning across the board .

Question 36

Analyse the environment , ID issues and set CC goals and themes

Answer 36

Analyse internal and external environment , enables the analysis of stakeholder issues and new issues

Question 37

Analyse the environment , ID issues and set CC goals and themes Part 2

Answer 37

Analysis done to HL gaps between organisational claims and delivered performance . Internal = Organisation’s mission , corporate values/missions/reputations/policies/culture

Question 38

Analyse the environment , ID issues and set CC goals and themes Part 3

Answer 38

ID stakeholders with a lot of power . Manage stakeholder expectations . Goals sa what must be done , themes say what should be said

Question 39

Analyse the environment , ID issues and set CC goals and themes Part 4

Answer 39

Apporaches for coping woth stakeholder groups in the environment : Inactivity(ignoring stakeholder opinion) , reactivity(waiting for something to happen) , pro-activity (Acting before events can occur) , interactive(engage with various stakeholder groups )

Question 40

Analyse the communication channels

Answer 40

• Done to know which medium is best for which stakeholder .
• Must be regularly revised to root out ineffective methods .
• Must consider all available channels .

Question 41

Develop communication policy

Answer 41

*Policies are either formalised statements/conventional understandings.
Differ from organisation to organisation .
Aids in regulating corporate behaviour , must not be too rigid .

Question 42

Definiton of corporate strategy and communication strategy

Answer 42

Corporate strategy is :
*Concerned with overall purpose of the organisation, gives the strategic vision for entire organisation. Communication strategy is : functional or operational , supports the vision of corporate strategy

Question 43

Enterprise and PR strategy defintion

Answer 43

Enterprise : Broadest level . Addresses how the organisation relates to society . Used to incorporate stakeholder expectation in strategy development process . PR strategy : Delibrate , emergent arguments. Outlines the way in which constantly changing issues are addressed . Allows for feedback to stakeholders .

Question 44

Link between corporate strategy and communication strategy

Answer 44

1) Translated decisions and strategies (corporate decisions translated to communication programs) .2)Communication has to be central to the organisation . 3) CEO and senior executives linked to corporate strategy via counselling and informing them . 4)Corporate strategy and communication strategy are interlinked, thus allowing for revision at any level of the organisation.
5) CC practitioners have the neccesary skills to align organisational issues with relevant communication programs . CC practitioners must also be involved in the decision making process . This ensures VIP stakeholders form a vital part in the decision making process and formulation of corporate strategies .