1. Strategic Organizational Communication

2. Models of Strategic Organizational Communication
Linear
Adaptive
Interpretive

3. 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

4. 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

5. 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?

6. Strategic External Communication
Public Relations
Issues Management
Strategic External Communication

7. Public Relations, Reputation Management, and Image Building
Managing Identity
Creating Web Presence
Gaining Publicity

8. Investor Relations Current perceptions in the investment community?
Investor relations within the company?
Objectives of the investor relations program?
What activities are necessary?

9. Issues Management
Metrics
Change
Advocacy

10. Risk and Crisis Communication
RISK FACTORS

11. Risk and Crisis Communication
DURING A CRISIS

12. Handling the News Media
Prep for Interviews
Perform Interviews
Develop Relationships

13. 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”