Strategic Communication
11 important questions on Strategic Communication
What are the three main functions of organisational communication (strategic)
- supports the organisational strategy
- constrains member behaviour
- allows members to navigate through organisational life
Which three models of strategy are there according to Chafee?
- Traditional: Linear = integrated decisions, actions & plans that will set and achieve viable organizational goals (organization as machine [Symbol] rational decisions aimed at controlling organizational change)
- Traditional: Adaptive = continuous adjustment of the relationship between the organization and its larger environment (organization as open system [Symbol] co-alignment of organization with environment)
- Interpretive: Interpretive = organization as a collection of cooperative agreements entered into by individuals with free will (social construction of reality [Symbol] providing orienting metaphors and a shared framework of meaning)
What is strategic communication?
- Involves a source constructing and presenting messages to relevant stakeholders (internal and external)
- Purposes: e.g. presenting messages about products and services, framing the organization’s mission, gaining acceptance for management’s plans, responding to a crisis or scandal, promoting a merger or acquisition
- Traditional view: Public communication = “communication from one to many
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What are the four functions of internal strategic communication?
- orientation and indoctrination
- morale and satisfaction
- compensation and benefits
- organisational change and development
What are the prerequisites for effective employee communication?
- Management is supportive
- Professional communication staff is well positioned
- Communication reinforces strategic objectives to all employees
- Communication uses all appropriate media, but privileges F2F
- The effectiveness of the communication program is assessed
- Internal & external communication programs are coordinated
Which three types of external strategic communication exist?
- advertising & promoting products & services
- creating a desired public image for the organisation
- shaping public opinion on issues important to the organisation
What is image building?
What does issues management entail?
- Identify emerging trends, concerns, or issues likely to affect anorganization in the next few years
- Issues can emerge through activism by special interest groups (e.g.Greenpeace, Consumer Watchdog, Anonymous)
- Organizations try to identify, track/monitor, and act on issues beforethey are subjected to public policy deliberations= use of proactive strategies, e.g. webcare, sentiment analysis, advocacy campaigns, lobbying
- Public issues often represent adversity to executives as they challenge the organisation’s established way of operating.
What is a crisis?
Which 5 response types to crisis are there according to Benoit's theory of image restoration?
- denying responsibility
- evading responsibility
- reducing offensiveness of act
- taking corrective action
- apologising for the act
What factors play a role in crisis communication?
- planning and preparation for crisis events
- behaviour of organisation during crisis
- communication to important publics during a crisis, including internal stakeholders
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