1. Communication Strategy Dr. Kaja Tampere kaja.tampere@jyu.fi

2. Course’ topics  Ability of making communication strategy Difference between strategy and tactics The role of Communication Strategy in the organisation  Analysis of internal and external environment  Problem statement and communication goals  Vision, missions, values  Main messages  Organisation’s messages  Strategy making process  Role of communication manager  Tactical plans (short-term plans)

3. Basics of general communication strategy  Organisational: Understanding about identity and environment Knowledge about stakeholders Knowledge about problems and communication goals Willingness and readiness of management group for cooperation and practices Budget Team

4. Basics of general communication strategy ... Vision about environment in long- term perspective and organisational placement in that context  Mission - activities, to make vision realistic  Main values – what guides the management in actions and communication

5. Integrated Communication  Clear point  Messages from values and vision  Same elements in each channel and message  Same verbal and visual code  Holistic approch

6. Integration On Three Levels  Micro level – operational level  Intermediate level – homogeneous in communication politics  Macro level – harmony between communication and organisational main activities

7. Why is it important?  Cultural change – improtance of immaterial values (brand) out from organisation, also internal communication and internal branding  Global flows of information  Complications and changes in socio- cultural environment  Demanding audience

8. Mission, vision Values Communicative identity eventsProducts, services Other situations of communication Main messages Noise IMAGE 1IMAGE 2IMAGE 3 Pyramide of Communication Identity

9. Parts of Communication Strategy  Background  Organisational description  Analysis of external environment  Analysis of internal environment  Actual problems, themes, factors (issues)  Communication goals  Main messages  Priorities of communicational actions  Expected results, criteriums of evaluation, methods  Neccesary resources

10. Analysis of External Environment (1)  Market situation General changes in economics competition Legislative basis and its changes Political changes Analysis of socio-cultural environment All that in local, regional and international level  Method of analysis: Environment monitoring, media analysis, documental analysis Market-research, expert interviews

11. Analysis of External Environment (2)  Stakeholder analysis Identification according to priorities Content of stakeholders Expectations of stakeholders Fears of stakeholders  Method of analysis: Expert interviews, focus groups Quantitative research Media analysis Participative observation

12. Analysis of Internal Environment (1)  Analysis of internal situation Changes and influences The actual spontaneous identity (who we are) Ideal identity (who we want to be) Conflict?  Internal stakeholders Problematical groups in internal communication Internal and external identity carriers  Conclusions of communication (e.g. SWOT)

13. Analysis of Internal Environment (2)  Methods: Expert interviews Document analysis (incl. intranet) Poll Observation

14. Results of Environmental Analysis (1)  Mapped and valuated: Which factors come from outside (is the change neccessary?) Where are the problems? Stating the communicative mission = communication strategy centered focus Defining goals

15. Results (2) Vision and mission are not fixed fixing On the basis of analysis results

16. Results (3) Fixed point Redefine or not to redefine Remains unchanged

17. Communication goals (according to different theories)  What would we like to achieve and why?  Pierre Bourdieu field and capital theory (Outline of a Theory of Practice, Distinction, The Logic of Practice, Practical Reason)  Field - “territory”, where the game takes place. Feel for the game in other words, strongly internalized rules  Capital – accumulated resources, that are used as tools  Habitus –incognitive priorities, habits etc..

18. Analysis of Social Fields Cultural field Academical field Economical field Political field Inside and outside of all the fields, there exists the field of power Social capital is a network of relations, that can be used to build up or convert other capitals

19. Communication goals  How to create symbolic capital?  Cognitive – amount of knowledge - INFORM!  Attitude - trends, valuations (image) - CONVINCE!  Behavioral - action – TO DO OR NOT TO DO?  Goals in fields can be categorized by issues, products or stakeolders

20. Where the messages come from? COMPANY/ORG. missions, visions, goals, strategies history competence brand character corporative values CLIENTS demographic psychographic data COMPETITION what is communicated by others CULTURE AS A DATABASE history psychology pop-culture trend religion philosophy politics nature arts BRAND IDENTITY name, logo, other symbols, slogans, audio logos

21. Discourse meanings of messages Framework For Messages Coding – decoding model by Hall (Hall 1980, 130) Coding: Sender’s system of meanings Decoding: Reciever’s system of meanings Source framework: identity: values Stakeholders’ framework: image, illusions of events, persons etc.

22. Main Messages ... Come from stakeholder analysis and organisational goals analysis ... Are based on organisational mission vision and values ... Modification according to stakeholders’ differencies

23. Sending Messages  Communicative activities for different stakeholder groups  Channels and events  Timetable  Main plan  Tactical plan

24. Expected Results and Criteria For Evaluation  Expected results, indicators: Mediacoverage Participation Changes in attitude Results in numbers  Methods from social science

25. Resources  General budget  Detail budget for tactical plans  Resource for outsourcing  Human resource  Technical resource  Time resource

26. Making plan (1)  Dividing the duties  Discussions with management  If needed, hiring consultants  Studies and analysis done previously  If needed, making new researches

27. Making plan (2)  Brainstorming inside the organisation  Draft  Budget, argumentation to get money  Making of the final version and presentation to the board  Shorter version for public  Training of the team  REALIZATION!