how to compete to changing environment (radk)

recognize changing environment

- managers need to recognie, business environent is constantly envolving.
-short term oriention dont rly give manages the full picture of the changing
environment affects on the comp image
-over long time, can have damaging results
Ecample: intel, technology change
Adapt to the environment without comprimising principles
-comp need to adapt without changing changing what they stand for or
compromising principles
Dont assume Probles will magically disappeare
assume things will only get worst especially w our modern era, with the existence of
internet.
sony, fallouy
Keep CC conected to strategy
cc must be closly linked to companys overall vision and stategy
ecample: connect cc to head managers
who
what attitude
what knows
cc strategy framework
corp
-reputation
-resourch
-what they want c to do
msg
comm channel
how to structure msh
c
who

attitude towards corp and topic

c.r
reacted as wished?
revise in the lights of the respond

pr to comm
preventing press from getting too close to mngment
-spinning off damaging news
protect from bad publicity
centralize
-consistence
-control overall comm activities
decentralize
-flexible in accomadating function needs

depends on the size, geographic diversity dispersion and

diversity of prod
emerging trends and global evets effects
middle ground between centralize and decentralize
identity Image
identity is the manisfestation of comm reality thgour logo, vision and mission and
other tangible things
image is the reflection of the reality. It is successful if the reflection is accurate to the
reality.
Shapping identity
Vision
-core values, standard and goals
-to ensure consensus between msg and vision to all constituents
-hero
-someone to admire, steve jobs

brands
-companys value can be resulted to their sucss in corp randing
-coca cola, strong brand name
-name change to signal identity change for better refelection of their releaties
identity management
csdddpli=Cynthia should do double dutch plus loop inside
conduct identity audit
-asess current reality(what r org current views)
-conduct in depth audit interviews
-review websites
set identity objectives
-clear goals
-explain how consistuench should react
develeop design and names
develop prototype
-using the sympbol and name
lsunch and comm
-press conference
implement program
-manual, to show staff how t use new identity
image
-how constituencies perceive based on all the msgs
-perception before we begin to interact w ith, read, heard
quick to judge, one negative comment
reputation
-build overtime
-good reputation attract and retain customers, loyalty in employess
corporate advertising

-paid use media that benefit the image of the corporation rather than a product of
service
-contributes to the reputation
-diff, marketing department=prod ads, paid out of its budgets
-corp ads=cc, comes our of that budgets sometimes paid by ceos off
corp ads
financial ads
advocacy ads
-to strengthen the image
-as company enter new business or merge they need to explain their vision and
make constituency understand the new org
-if an org identity is v diff from how it is externally, it can close the gap. Burberry print
campaign
-to differentiate themselves from rival, nitendo
financial
-to enhance image amonge investor community
-can stimulate interest strength of management
-influence decision
-corp advertising=significant positive results in stock prices
Advocacy
-to respond to external threats from gov or special interest group
-deal w controvercial subj and respond to those who challenge their status qua
seniors mngment must be courageous and not be afraid
-approach w extreme caution and full understanding of the consequences
Use c.a
To increase sales
Recruite and Retain employess
Create stronge reputation
Media realtions
Research
Respond
Prepare
Maintain

Important to establish a good relationship.

First step is research of the targeted media. Determine the objectives of the company
has for a certain story and the right place to pitch in the story. Futhuremore research
should be done about the reporter to see his reporting style of handling story
Second is respond to the media call. Put ppl who are trained at responging to media
like media relations department. Not responging will give reporteds a negative
impression and his story will reflect it.
Prepare person for the interview. If possible media relations prof should attend the
interview to endure the success mss is communicate. However is hard to measure
the sucss, but can be tell by effectiveness of comm and comps obs is met.
Maintain ongoing relationshis w relevant media person. Meet. Paid in long run
Interview prepare
1) short briefing on the reporters or producers prior works using info gathered in
research and develop clear understanding of reporters pov. Example: if
reported to write turnaround pieces, appropriate passages should be shown to
u.
2) given set of questions that reported is likely to ask. Can be developed from
analysis of reporterss works.
3) Arrange trial runs with employee to go over questions
4) Understand agenda for news story is hard to change, once reporter or
produce decide kind of story, hard to change their topic
5) Full dress rehersal, look natural but prepared well. Thinking what to comm.
6) Need to think about most interesting approach to express these msgs,
anecdotes, bring ideas to live.
Building successful media relations
Involve media relations personel in strategy
-put most senior cc executive in the decision making process
-decision is made, hard to talk mngement out of it
-allow everyong to be familiar of pros and cons
develop in house capabilities
-in house media relations and staffs

-internal staffs and invest in the right tools to conduct research

use outside counsel strategically
-outsourcing media relations
-influence press in a given space
-online
comm up and down
can be downwards too to keep employess inform and listen to thie thouts
make face to face meetings
regular meetings to ensure employess have acess to mngments. Share results and
key initative
comm online
internet, exchange ideas, email
create employee oriented publications
-print medium
monthly newsletter
comm visually
employee preference
presentations
focus internal branding
build morale and enages employess
consider company grapevine
=not only formal but informal talking
internal comm
obj
eer
explain the companys vision, strategy and portential to inverstor and intermediaries
-to get msg across understandably to investing public
ensure the expectation of the stock price is app for its earning prospects, economy
and industry outlook

-need to understand investors concern and relay this infor to mngment to create a
understanding of what the market anticipates fro the company. If does not see, nee
to work w ir to craft comm plan. Iro need to help investors see their potential
reduce stock price volatility
institutionalize investor
bank, insurance company
has to give more detailed info
separate into two, port forlio turnover(h,m,l) and investment style(groth, value), to
know more better to comm,
individual
smaller acc size, generate lower trading vol, require diff type of info, can be
employees
reaching invi is more diff becaue harder to identify and numureos, direct mail,
advertising,
how to have successful ip
must ensure stock prices are app to comps earning, economy and industry outlook
limit stock price volatility
-through proper strategic plan and negation w major shareholder
understand current shareholder base
build and reconstructure shareholder base. Strategies and tools. Can initiate convo
bout strategies w liyal cus
provide feedback to management regarding concers. Must be knowledgeable
gov
lobbying
attempting to directly influence the actions of the gov through various combinations
of private conjolling, public action. Activities such as writing, editorial visits law
makers have positive affect on org
role of political
another method to get involve w gov. created by official commities for raising money
to support political campaigns