Hoorcollege 6 Flashcards
Tactic internal communication is
Plans, tasks or procedures that can be carried out; may be part of a larger strategy. Narrow perspective en in soon or present time
Strategic internal communication is
Larger, overall plan that can comprise several tactics. broad perspective and focussed on long periods of time
Historical model of PR practice (Grunig en Hunt 1984)
press agency (propaganda) > Public information (dissemination of info) > two-way assymetric (scientific persuasion) > two-way symmetric (mutual understanding
The IC matrix (Welch & Jackson 2007)
4 Dimensions:
1. Internal line management communication. (line managers > employees, predominantly 2way)
- Internal team peer communication. (team colleagues, 2way, team info)
- Internal project peer communication. (project group colleagues, 2way, project info)
- Internal corporate communication (stratic/top managers, predominantly 1way, organizational issues)
IC important for organizations because
Legal compliance Make employees want to stay Support collaboration Helping people do the right thing Create advocates Support major change
IC satisfies employees because
knowing what is expected at work from them
receive praise, recognition
Having opinion taken seriously
Understanding the overall mission well enough to see own job as important
Having opportunities to discuss progress
Planning IC:
Define an outcome
Set objectives (what do people need to DO, order to drive that behavior what do they need to BELIEVE or FEEL, in order to shape that belief what do people need to KNOW?)
Formulate them as SMARRTT
steps to succesfull IC (O’Murchù organizational communication matrix)
- Spend time developing your strategy
- Know the business of your business
- Select communication tools
- Evaluate your work
Quadrants organizational communication matrix
Q1 = Strategy development, key to effective IC Q2 = Leadership support Q3 = Communication tool, 2way tools based on what is needed Q4 = Evaluate not only tools but also strategy. Strengthen what works, change what doesn't
tracking when evaluating IC
Input, satisfaction, output, outcome and out-takes
How to evaluate IC
Informal networking
Process feedback
Qualitative + quantitative research
When IC practitioners do gather evaluation data they tend to look at:
User perception
User behavior
Learning or outtakes
Behaviors and results
Audit is an
Systematic evaluation. to answer question as whether sernior leaders are involved in shaping communication and how well each channel is used.
By quantitative and qualitative research
Every communicator needs a repertoire of techniques or channels to
Push out messages
Enable employees to pull information at a time that suits them
Feedback opportunities
Community building for better commitment
Changes in media landscape
- Less willingness to pay for content
- Less journalists, much greater reliance placed on news released on other PR driven content
- Everything is available online
- Media fragmentation: increasing choice
- Not only journalists but also influencers can reach significant audience
Key factors for being effective since people can consume media in different ways
Awareness
Relevance (relatibility)
credibility (emotional appeal)
Media relations techniques
PR practitioner must learn to think like an journalist / smi. What catches attention? However journalist must remain objective while PR emphasis on persuasion.
Press office
Controls what goes out (gatekeeping). The part of the communication function that controls the flow of information between an organization and the media.
Steps from press release to news story
Story creation
Narrative structure: what where when who why how?
Bringing story alive with quotes
Impact of news story (positive but also negative.) Important to establish a good relationship with influencer or journalist who have the power to shape the media image of an organization
Brand journalism
Involves telling journalism-style stories about the company that make readers want too know more. Stories that do not read like marketing or advertising copy.
Dark arts
Keeping stories away of the public domain
