Corporate Communication Introduction & Strategy

Phillip G. Clampitt, Ph.D.

5/20/2012

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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Introduction cont.
What CC/PR is Not
Press kits News conferences Press releases Web sites Schmoozing

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Introduction cont.
Org. Identity
Strategy
Audience Relationships (AA)

Issue Mgt.

Risk Comm.
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Crisis Comm.
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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 others reactions Serves as a basis for action

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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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4. What are the strategic options?

Spray & Pray Sell & Tell Underscore & Explore Identify & Reply Withhold & Uphold

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Types of strategy cont.

+++
Sell & Tell Underscore & Explore

Identify & Reply

Spray & Pray

Withhold & Uphold

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Great Amount of Information

Little

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5. Developing the strategy

Discover
Study (Organ., People, Issues) Discern critical issues Establish Goals

Create Strategy Assess

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Developing cont.
Stage 1: Discover Stage 2: Create Stage 3: Assess

Study - Organ. - People - Comm. Systems

Discern Critical Issues

Establish Goals

Develop Strategy

Implement

Assess

Organizational Environment 5/20/2012 10

6. Audiences/stakeholders
Activist publics Intraindustry players Interindustry players Potential activist publics Customers Employees Legislators Regulators Judiciary Investors Neighbors Media

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7. Issues analysis
Issues Issues Issues Issues Issues identification scanning monitoring-tracking analysis prioritization

FACTS - VALUES - CONCLUSIONS

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8. Issue Monitoring/Analysis Form

Name of issue Monitors name Internal liaisons External liaisons Relationship to other issues Lions, special-interest groups Stage of development
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Implications for org. Stress points/threats Opportunities Public policy plan Comm. plan Measurable outcomes Supporting documentation
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9. Gap Analysis

Organization Performance Gap

Facts Values Policy

Stakeholders Expectations

Activities
Policies Procedures

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