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Introd. - Strategy For PR-CC

This document discusses corporate communication strategies. It explains that corporate communication involves managing relationships and issues between an organization and its stakeholders. The document then outlines the key components of an effective communication strategy, including discovering critical issues, establishing goals, creating the strategy, and assessing its implementation. It emphasizes adapting the strategy based on audiences, issues analysis, and identifying any gaps between organizational performance and stakeholder expectations.

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31 views14 pages

Introd. - Strategy For PR-CC

This document discusses corporate communication strategies. It explains that corporate communication involves managing relationships and issues between an organization and its stakeholders. The document then outlines the key components of an effective communication strategy, including discovering critical issues, establishing goals, creating the strategy, and assessing its implementation. It emphasizes adapting the strategy based on audiences, issues analysis, and identifying any gaps between organizational performance and stakeholder expectations.

Uploaded by

singhsingh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Corporate Communication

Introduction & Strategy

Phillip G. Clampitt, Ph.D.

12/08/21 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

12/08/21 2
Introduction cont.

 What CC/PR is Not


 Press kits
 News conferences
 Press releases
 Web sites
 Schmoozing

12/08/21 3
Introduction cont.

Org. Identity Issue Mgt.

•Strategy
•Audience
Relationships
(AA)

Risk Comm. Crisis Comm.

12/08/21 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

12/08/21 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

12/08/21 6
4. What are the strategic
options?

 Spray & Pray


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

12/08/21 7
Types of strategy cont.

Underscore &
Explore
+++

Sell & Tell Identify & Reply


Effectiveness

Spray & Pray Withhold &


Uphold

--- Great
Little
Amount of Information
12/08/21 8
5. Developing the strategy

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

12/08/21 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

12/08/21 10
6. Audiences/stakeholders
 Activist publics  Legislators
 Intraindustry players  Regulators
 Interindustry players  Judiciary
 Potential activist  Investors
publics  Neighbors
 Customers  Media
 Employees

12/08/21 11
7. Issues analysis

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

FACTS - VALUES - CONCLUSIONS


12/08/21 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
 Lions, special-interest
 Measurable outcomes
groups  Supporting
 Stage of development documentation

12/08/21 13
9. Gap Analysis

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

•Procedures •Policy

12/08/21 14

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