1. Corporate Communication Introduction & Strategy
Phillip G. Clampitt, Ph.D.
9/17/2018

2. 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
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3. Introduction cont. What CC/PR is Not Press kits News conferences
Press releases
Web sites
Schmoozing
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4. Audience Relationships (AA)
Introduction cont.
Issue Mgt.
Org. Identity
Strategy
Audience Relationships (AA)
Risk Comm.
Crisis Comm.
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5. 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
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6. 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
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7. 4. What are the strategic options?
Spray & Pray
Sell & Tell
Underscore & Explore
Identify & Reply
Withhold & Uphold
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8. Types of strategy cont. Effectiveness --- +++ Great Little
Underscore & Explore
+++
Sell & Tell
Identify & Reply
Effectiveness
Spray & Pray
Withhold & Uphold
---
Great Little
Amount of Information
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9. 5. Developing the strategy
Discover
Study (Organ., People, Issues)
Discern critical issues
Establish Goals
Create Strategy
Assess
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10. Organizational Environment
Developing cont.
Stage 1: Discover
Stage 2: Create
Stage 3: Assess
Study
- Organ.
- People
- Comm. Systems
Discern
Critical
Issues
Develop
Strategy
Assess
Implement
Establish
Goals
Organizational Environment
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11. 6. Audiences/stakeholders
Activist publics
Intraindustry players
Interindustry players
Potential activist publics
Customers
Employees
Legislators
Regulators
Judiciary
Investors
Neighbors
Media
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12. FACTS - VALUES - CONCLUSIONS
7. Issues analysis
Issues identification
Issues scanning
Issues monitoring-tracking
Issues analysis
Issues prioritization
FACTS - VALUES - CONCLUSIONS
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13. 8. Issue Monitoring/Analysis Form
Name of issue
Monitor’s name
Internal liaisons
External liaisons
Relationship to other issues
Lions, special-interest groups
Stage of development
Implications for org.
Stress points/threats
Opportunities
Public policy plan
Comm. plan
Measurable outcomes
Supporting documentation
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14. 9. Gap Analysis Organization Performance Activities Policies
Procedures
Stakeholder’s
Expectations
Gap
Facts
Values
Policy
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