1. What is Strategic Communication?

2. Strategic Communication
Requires understanding the difference between strategy and tactics
Tactics
Strategy

3. Strategic Communication
Strategy
Tactic or
Tactics are what you do. Strategy is why you do it.
Cast a vision
Write a newsletter
Issue a press release
Develop a communication plan
Analyze the environment

4. Why is a Strategic Approach to Communication Important?
Changes in the workplace due to globalization
1. Hierarchy to Flattened Hierarchy and Network

5. Why is a Strategic Approach to Communication Important?
Changes in the workplace due to globalization
2. Management to Leadership
Influence & Informal Power Bases
Inter dependence
Relational
Based on formal bases of power
Reward, Coercive and Legitimate
Emphasis on order and consistency
Thrives in stable environments

6. Why is a Strategic Approach to Communication Important?
Changes in the workplace due to globalization
3. Uniformity to Diversity

7. Why is a Strategic Approach to Communication Important?
Evolution of our understanding of the communication process.
Information
Communication is more than just transfer of information

8. Why is a Strategic Approach to Communication Important?
The social construction of reality and its effects on conceptualizing communication.
Social Construction comes out of plurality
Example: What is a dog?
Our social constructions are based on our experiences, knowledge and interactions with others. Even “dog” is a socially constructed reality.
Brown
Fluffy
Small
Cute
Cuddly
Friendly
Spotted
Sleek
Large
Vicious
Fast
Loud
vs.

9. Why is a Strategic Approach to Communication Important?
Strategically communicating can help you:
Navigate new and changing organizational environments
Appreciate diversity of ideas in the workforce
Lead using informal bases of power
Focus on the larger picture
Use communication to influence

10. Case Study Approach Analysis -key issues -causes -stakeholders
Solutions
-list of possible solutions based on analysis
Recommendations
-select solution that will best achieve desired outcomes

11. Learning the Art of Strategic Communication
Part 1: Strategic Elements of Business Communication
Foundations of Communication (Chapter 2)
Step 1: Identify the Purposes of Communication (Chapter 3)
Step 2: Analyze the Audience (Chapter 4)
Steps 3 & 4: Consider the Context and Select a Channel of Communication (Chapter 5)

12. Learning the Skills for Strategic Communication
Part 2: Tactics of Business Communication
Communicating in Writing (Chapter 6)
Communicating in Oral Presentations (Chapter 7)
Preparing Employment Messages (Chapter 8)
Communicating with Employees (Chapter 9)
Communicating in and Leading Groups and Teams (Chapter 10)
Strategic Organization Communication (Chapter 11)

13. Learning the Skills for Strategic Communication
Tactics of Business Communication
Part 2
Communicating in writing (Ch. 6)
Communicating in oral presentations (Ch. 7)
Preparing employment messages (Ch. 8)
Communicating with employees (Ch. 9)
Communicating in and leading groups and teams (Ch. 10)
Strategic organization communication (Ch. 11)