Peggy Simcic Brønn Chapter 27 Communication strategies to reach all stakeholders

Peggy Simcic Brønn Communications strategy zPush strategy zPull strategy zProfile strategy

Peggy Simcic Brønn Profile communication strategies zBased on developing trust and commitment through continual dialog. zEncourages stakeholders to act favorably towards an organization and thus helps it achieve its long-run objectives.

Peggy Simcic Brønn Elements central to development of corporate image Corporate personality Corporate identity Corporate image

Peggy Simcic Brønn Dimensions of corporate identity zRelational yGovernment, local community, employees, network members zManagement yCorporate goals, decision-making, knowledge, understanding zProduct yProduct endorsement and support, promotional distinctiveness, competitive advantages

Identity Cues:

Peggy Simcic Brønn Factors used for articulating image zDynamic -- pioneering, attention-getting, active, goal-oriented zCooperative -- friendly, well liked, eager to please zBusiness -- wise, shrewd, persuasive, well organized zCharacter -- ethical, reputable and respectable zSuccessful -- financial performance, self- confidence zWithdrawn -- aloof, secretive, cautious

Figure 27.4 The corporate identity management process.

Problem area communications or reality? Ideal situation -- exploit and maintain Consider whether this really is a problem Consider whether this is misdirected effort -- CAUTION! Perceived Performance NegativePositive Importance of attribute to stakeholder High Low 2-dimensional attribute perception matrix

Peggy Simcic Brønn Specialized communication networks zAuthority networks zInformation exchange networks zTask-expertise networks zFriendship networks zStatus networks