Lecture 5 Flashcards
Internal comms & purpose:
formal/informal comms w/I org - responsibility of managers/supervisors/employees
purpose = common understanding of what org is trying to achieve - not simply “top down reporting”
Excellent internal comms is
formal/planned/regular/frequent/regular meetings w leadership, 2 way w supervisors in key roles, evaluated
foundations of effective org comms
defined objectives
link to mission/vision/strategic plan
appropriate resources
use of right comms channels
feedback/measurement
all way communication
coordination b/w what is said and done
credibility
impacted by perceptions of employees (receiver), corporate values match employee values, influence of other info sources, use/abuse of comms channels, corp culture, consistency
Credibility comes from top: employees judge/believe what they see managers do/say more than they believe comms propaganda - key characteristics include honest/open/visible management, consistency, realistic outlook
Grunig Roles:
Expert prescriber (Grunig): PR Expert, advisor to management, define problems & present solutions
Communication facilitator: liaison between organization and publics
Problem solving facilitator: strategic management, facilitate comms b/w management/employees
Communication Technician: write, edit, project implementation
Your Role
support management - help management succeed through improved comms
deliver quality comms - ensure work is quality and appropriate for audience
understand environment: be strategic, pay attention to internal/external comms
understand audience: research - focus on message and channel for success
build compelling messages: tailor comms for audience, coordinate HR and marketing
plan/respond: be proactive, anticipate reactions, respond to issues
measure outcomes: check that objectives were met
4 categories of employee comms
required by law (ie disclosure documents): gov’t legislation - annual report, industry regulations ie restaurants, daycares, health care facilities
HR comms: focus on employee rather than work they do - categories of benefits, compensation (pay grid, competitiveness, requirements, bonuses), career (help employees succeed), social (community building, culture/climate) - goal of employee recruitment/retention
*business comms: company/industry news, connection to market (ie customer testimonials), access to required info (from management/employees), employees aware of org goals/mission, employees see their role in organizational success
*informal comms: unapproved networks/channels inc watercooler/lunch room talk, grapevine, not intended to promote org goals
*primary focus for comms
How to deal w Informal comms:
People talk, can’t stop it and shouldn’t try - instead provide accurate info, provide contacts to get more info. promote hallway conversation - connect people face-to-face, creative/collegial process. Promote semiformal communication ie department/business unit meetings, share info among staff
Strategic internal comms plan
background - overview of our in context of current situation/relevant details - who we are, org mission, current issue etc
situation analysis - what currently facing, real problem/opportunity/symptoms, what are causes/issues - need to address issue not manifestation INCLUDES research and environmental scanning (looking at trends/events, SWOT, who is involved)
goal - based on situation - how can comms solve it - address business problem
objectives - targets you can measure, specific/clear, be audience/business based - built in measurement ie increase awareness by x % (usually 3 objectives)
audience analysis - differing b/w audience, info needs, channel preferences - think of characteristics, channel access/credibility etc
strategies - general direction taken to accomplish objectives - need multiple strategies, some for each target audience ie utilize internal publications/new media vehicles to demonstrate benefits of high performance, use face-to-face events/internal media to demonstrate results of injury reporting - remember, these are general approaches, don’t confuse w tactics
Key messages: succinct, clear - tailor for each audience - what you want them to do, what they need to know, what you want them to know
tactics: actual activities to reach key audiences - use more than one vehicle for each target audience to ensure exposure
measurement and evaluation: tied directly to objectives - did you say what you were going to? Which methods will you use to find out if you were successful ie focus groups, surveys, interviews, observation
only INTERNAL! no traditional media
Audience analysis types
primary/secondary (most directly impacted ie board/management/frontline/production/IT/shareholders)
intervening (gatekeepers for key audiences ie supervisors/support staff)
moderating (groups w common goals serving members ie unions/social clubs),
Audience analysis - publics:
all-issue publics (active around all issues)
apathetic publics (inactive on all issues)
single-issue publics (active around single issue area)
hot-issue publics (become active when an issue becomes “hot)
Audience Analysis characteristics:
proximity (geographic/role/emotional)
impact (how much can we help audience)
timeliness (who needs to know first)
