Chapter 5: Communication Strategy Corporate Communication: A Guide to Theory & Practice

Overview The process of strategy making in corporate communication The content of a communication strategy

The process of communication strategy Communication strategies involve: Bringing stakeholder reputations in line with the vision of the organization Reinforcing existing reputations of stakeholders if broadly in line with how the organization wants itself to be seen Wal-Mart

Strategic intent Suggests a set of communication tactics and activities that aim to affect awareness, knowledge, reputation and behaviour of important stakeholders

The process of communication strategy Paradigms on the process of strategy-making: Rational planning mode Intuitive or visionary Incremental or emergent

Strategy formation characteristics Visionary Deliberate and planned Ad hoc and spontaneous Analytical Bottom up Top down

Strategy formation Strategy formation consists of a combination of planned and emergent processes Strategy involves a general direction and not simply plans or tactics Strategy is about the organization and its environment

The link between corporate strategy and communication strategy informing translating CORPORATE STRATEGY COMMUNICATION STRATEGY The nested model of strategy formation Stress the interrelationship

The content of communication strategy Starts from an organization-wide assessment of the organization’s reputation in the light of its vision at a particular point in time. Reputation-vision gap forms the basis for the formulation of a strategic intent.

Communicators Communication technician: is generally not involved in strategic management decision-making and strategic decisions concerning communication strategy and programs Communication manager: makes strategy or policy decisions and is held accountable for program success or failure Philips

Strategic messaging Organization-wide assessment of how organization is seen by stakeholders (reputation) in light of the organization's vision The gap is the basis of strategic intent: the change or consolidation in a company’s reputation that is intended Philips

Stages in formulating the content of a communication strategy STRATEGIC INTENT THEMED MESSAGES MESSAGE STYLES

Alternative message styles Functional orientation Symbolic orientation Industry orientation Rational message style Symbolic association message style Generic message style Emotional message style Pre-emptive message style Rational message style Superiority claim based upon actual accomplishments or benefits delivered by the organization Most useful when point of difference cannot be readily matched by competitors Informational - a claim that is supported with information as the grounds for the claim. Symbolic association message style Claims based on psychological differentiation through symbolic association. Best for homogeneous organizations where differences are difficult to develop or for messages around areas such as CSR or social capital that are difficult to communicate in concrete and rational terms Transformational in the form of endowing the organization with a particular image through association with culturally shared and recognized values or symbols Pre-emptive message style Generic claim with suggestion of superiority Changing industry allowing a company to take a position on an issue connected to that industry Claim of industry-wide leadership on a relevant issue or capability