CCOM 7311 Learning Unit 1 : Developing a Communication Strategy Flashcards
Definition of strategic communication ( 3 marks )
- Strategic communication is defined as communication that aligns with the general business strategy .
- It is deliberate and done by a professional .
Characteristics of strategic communication management
4 marks
- 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 .
Process of communication strategy ( 3 roles , 3 marks)
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
Content of communication strategy
Practical issues covered in strategy development , including specific means to achieve them
Strategy contents ( 7 marks)
Enterprise , Corporate , Business Unit , Functional , Operations , Strategist , Manager , Technician .
3 Agreed upon things in strategy formulation
Combination of planned and emergent processes , involves general direction , is about org and its environment
How research is used to measure and evaluate CC strategies
1) Audit research , 2) Set comm objectives 3) Plan and execute 4)Measure and evaluate 5 ) Compare results to initial objectives
Definition of best practice
Preferred method or technique , due to its superior results.
Best practice in PR research method
1) Clear, well defined objectives 2) Rigourous research design 3) Transparency and full documentation
Clear , well defined objectives
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
Rigourous research design definition
Research design both has to support business objectives but also give info to be used in strategy formulation
Rigourous research design Q 1-5 of 9
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
Rigourous research design Q6-9
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
Themed messages defintion 1 sentence
Strategic messages that refer to specific capabilities , strengths or values of the organisation
Detailed Supporting Documentation 3 aspects
1) Full description of research method 2)Are data collection instruments available for review 3)Is the full data set available if requested
Message styles : 3 Categories
Functional , Symbolic , Industry
Message styles 5 marks
Rational , Symbolic , Emotional , Generic , Pre-emptive
Rational message style 2 marks + examples
Claims superiority over competitors based on distinct advantage , along with supporting evidence . Cannot be copied by competitors eg Mercedes
Symbolic message style
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
Emotional message style
Aims to maximize positive emotions/involvement via references to positive and negative emotions . EG Tracker
Generic message style (think dominance)
A claim that could be made by any other company in the industry . In industries where the org is extremely dominant . EG Eskom
Pre-emptive message style
Generic claim of superiority . Claims industry wide expertise in one area . EG Knorr
Steps in process of developing communication strategy
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 .
Analyse the internal environment
Org must understand internal environment before developing a comm strat
ID stakeholders and publics
CC strategy designed with stakeholder in mind , considering both internal and external stakeholders/environments .
ID key strategic issues
Issues ,events and trends that affect organisations strategy . Lead to lower performance if unchecked
ID implications of these issues 1 main sentence
Strategy ID’s implications of these issues , including those for stakeholders .
These must be addressed .
Decide on a CC strategy 3 marks
- Organisations direction regarding communication with stakeholders .
- Determines whats necessary for a competitive advantage .
- Must support overall corporate strategy .
Set Communication goals 1 sentence
Goals key to a Com strategy , aligns CC function to corporate mission
Describe communication policy characeristics
Enforcable , clear , precise . without being rigid
Draft to top management
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 .
Conduct overall media analysis
- Provides the best media for the given audience .
- Done so by establishing broad guidelines .
- Regular revision is neccessary .
Develop strategic communication plan
- Framework for programs, campaigns , plans .
- It is the meeting of the organisation and its stakeholders around common interests .
- Should ideally be continous .
Revised model for developing corp comm strategy
- Reassess corporate communication mission ,
- Analyse the environment ,
- Analyse communication channels ,
- Develop the policy .
Reassess corporate communication mission
Formulate mission statement/reassess existing one . Ensures shared meaning across the board .
Analyse the environment , ID issues and set CC goals and themes
Analyse internal and external environment , enables the analysis of stakeholder issues and new issues
Analyse the environment , ID issues and set CC goals and themes Part 2
Analysis done to HL gaps between organisational claims and delivered performance . Internal = Organisation’s mission , corporate values/missions/reputations/policies/culture
Analyse the environment , ID issues and set CC goals and themes Part 3
ID stakeholders with a lot of power . Manage stakeholder expectations . Goals sa what must be done , themes say what should be said
Analyse the environment , ID issues and set CC goals and themes Part 4
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 )
Analyse the communication channels
- Done to know which medium is best for which stakeholder .
- Must be regularly revised to root out ineffective methods .
- Must consider all available channels .
Develop communication policy
*Policies are either formalised statements/conventional understandings.
Differ from organisation to organisation .
Aids in regulating corporate behaviour , must not be too rigid .
Definiton of corporate strategy and communication strategy
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
Enterprise and PR strategy defintion
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 .
Link between corporate strategy and communication strategy
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 .
