CHAPTER 11 Strategic Organizational Communication Strategic Management Communication

CHAPTER 11 Strategic Organizational Communication Strategic Management Communication for Leaders 4 e | Robyn Walker Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Models of Strategic Organizational Communication Linear Adaptive Interpretive Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2

Strategic Internal Communication § Costs to an organization from poor employee communication: Increased employee turnover Higher product defect rates Increased absenteeism Lack of focus on business objectives Dissatisfied customers from poor customer service Stifled innovation Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3

The Communication Audit Demonstrate through DATA how communication problems are causing organizational problems Generate specific RECOMMENDATIONS for how actual communication practice can be enhanced Make transparent the ORGANIZATIONAL BENEFITS of adopting those actions in addition to the weaknesses they are designed to address PRIORITIZE recommendations so organizations are not immobilized by the prospect of implementing them Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4

Developing an Internal Communication Plan What are the organization’s goals, ambitions, and strategic aspirations for the future? What do the people in the organization need to think, feel, and do in order to make those goals a reality? Where are employees now and what needs to change in their current perceptions, attitudes, or access to basic information? What is the role of the internal communication function in helping close the gap of what management wants for the future and what exists today? What are the roles and responsibilities of leaders, managers, employees, and communication professionals? What are the communication activities the organization is going to need—and who will be responsible for those activities? What are the resource levels needed? Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5

Strategic External Communication Public Relations Strategic External Communication Issues Management Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6

Public Relations, Reputation Management, and Image Building Gaining Publicity Creating Web Presence Managing Identity Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7

Investor Relations Current perceptions in the investment community? Investor relations within the company? Objectives of the investor relations program? What activities are necessary? Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8

Issues Management Metrics Advocacy Change Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9

Risk and Crisis Communication RISK CRISIS RISK FACTORS Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10

Risk and Crisis Communication RISK CRISIS DURING A CRISIS Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11

Handling the News Media Prep for Interviews Perform Interviews Develop Relationships Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12

Communicating with the Media During a Crisis Anticipate questions Prepare a statement Outline current plan Do not speculate or predict Limit Q&A Do not make remarks “off the record” Copyright © 2019 Wessex Press, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13