Corporate Communication Introduction Strategy Phillip G Clampitt Ph

Corporate Communication Introduction & Strategy Phillip G. Clampitt, Ph. D. 6/14/2021 1

1. Introduction z. Corporate communications is the strategic management of issues and relationships between an organization and its various constituent audiences. z. Key issues y. Strategy y. Issues y. Relationships with audiences 6/14/2021 2

Introduction cont. z. What CC/PR is Not y. Press kits y. News conferences y. Press releases y. Web sites y. Schmoozing 6/14/2021 3

Introduction cont. Issue Mgt. Org. Identity • Strategy • Audience Relationships (AA) Risk Comm. 6/14/2021 Crisis Comm. 4

2. What is strategy? z Macro-level orientation z Implicit or explicit choices resulting in tradeoffs y Who vrs. What y When vrs. How y Why vrs. What z Goal Setting z Anticipating other’s reactions z Serves as a basis for action 6/14/2021 5

3. What makes strategy effective? z. Links to organizational goals z. Legitimizes some issues/de-legitimizes others z. Shapes memory z. Makes sense out of the confusing and ambiguous z. Provides point of identity z. Evolves 6/14/2021 6

4. What are the strategic options? z. Spray & Pray z. Sell & Tell z. Underscore & Explore z. Identify & Reply z. Withhold & Uphold 6/14/2021 7

Types of strategy cont. Underscore & Explore Effectiveness +++ --- Sell & Tell Identify & Reply Spray & Pray Withhold & Uphold Great Little Amount of Information 6/14/2021 8

5. Developing the strategy z. Discover y. Study (Organ. , People, Issues) y. Discern critical issues y. Establish Goals z. Create Strategy z. Assess 6/14/2021 9

Developing cont. Stage 1: Discover Study - Organ. - People - Comm. Systems Discern Critical Issues Stage 2: Create Establish Goals Develop Strategy Stage 3: Assess Implement Assess Organizational Environment 6/14/2021 10

6. Audiences/stakeholders z Activist publics z Intraindustry players z Interindustry players z Potential activist publics z Customers z Employees 6/14/2021 z Legislators z Regulators z Judiciary z Investors z Neighbors z Media 11

7. Issues analysis z. Issues identification scanning monitoring-tracking analysis prioritization FACTS - VALUES - CONCLUSIONS 6/14/2021 12

8. Issue Monitoring/Analysis Form z Name of issue z Monitor’s name z Internal liaisons z External liaisons z Relationship to other issues z Lions, special-interest groups z Stage of development 6/14/2021 z Implications for org. z Stress points/threats z Opportunities z Public policy plan z Comm. plan z Measurable outcomes z Supporting documentation 13

9. Gap Analysis Organization • Performance • Activities Gap Expectations • Facts • Policies • Values • Procedures • Policy 6/14/2021 Stakeholder’s 14