Docstoc

communication corporate

Document Sample
communication corporate Powered By Docstoc
					  Corporate Communication
  Introduction & Strategy




            Phillip G. Clampitt, Ph.D.




6/23/2010                                1
1. Introduction

Corporate communications is the strategic
 management of issues and relationships
 between an organization and its various
 constituent audiences.
Key issues
     Strategy
     Issues
     Relationships with audiences
6/23/2010                                2
Introduction cont.

What CC/PR is Not
     Press kits
     News conferences
     Press releases
     Web sites
     Schmoozing



6/23/2010                3
Introduction cont.

             Org. Identity                   Issue Mgt.


                               •Strategy
                              •Audience
                             Relationships
                                 (AA)

            Risk Comm.                       Crisis Comm.

6/23/2010                                                   4
2. What is strategy?

Macro-level orientation
Implicit or explicit choices resulting in
 tradeoffs
      Who vrs. What
      When vrs. How
      Why vrs. What

Goal Setting
Anticipating other’s reactions
Serves as a basis for action

6/23/2010                                    5
3. What makes strategy
effective?

Links to organizational goals
Legitimizes some issues/de-legitimizes
 others
Shapes memory
Makes sense out of the confusing and
 ambiguous
Provides point of identity
Evolves
6/23/2010                                 6
4. What are the strategic
options?

Spray & Pray
Sell & Tell
Underscore & Explore
Identify & Reply
Withhold & Uphold



6/23/2010                   7
Types of strategy cont.

                                              Underscore &
                                                Explore
 +++

                           Sell & Tell                           Identify & Reply




            Spray & Pray                                                            Withhold &
                                                                                     Uphold


---
                     Great                                                Little
                                         Amount of Information

6/23/2010                                                                                        8
5. Developing the strategy

Discover
     Study (Organ., People, Issues)
     Discern critical issues
     Establish Goals
Create Strategy
Assess


6/23/2010                              9
Developing cont.

             Stage 1: Discover           Stage 2: Create         Stage 3: Assess




       Study        Discern                    Develop                      Assess
                                 Establish                  Implement
       - Organ.     Critical                   Strategy
       - People                   Goals
                    Issues
       - Comm.
       Systems




                               Organizational Environment

6/23/2010                                                                            10
6. Audiences/stakeholders

Activist publics        Legislators
Intraindustry players   Regulators
Interindustry players   Judiciary
Potential activist      Investors
 publics                 Neighbors
Customers               Media
Employees


6/23/2010                               11
7. Issues analysis

Issues     identification
Issues     scanning
Issues     monitoring-tracking
Issues     analysis
Issues     prioritization

       FACTS - VALUES - CONCLUSIONS
6/23/2010                             12
8. Issue Monitoring/Analysis Form

Name of issue             Implications for org.
Monitor’s name            Stress points/threats
Internal liaisons         Opportunities
External liaisons         Public policy plan
Relationship to other     Comm. plan
 issues                    Measurable outcomes
Lions, special-interest   Supporting
 groups                     documentation
Stage of development
6/23/2010                                       13
9. Gap Analysis


Organization             Stakeholder’s
                Gap
•Performance             Expectations
•Activities    •Facts
•Policies      •Values
•Procedures    •Policy




 6/23/2010                              14

				
DOCUMENT INFO
Description: online communication corporate ppt for download