Juachon, Ma. Ysabel Jeremiah P.

Assignment # 7 December 5, 2020

Communications Strategy: Where the Manner is as Important as the Message

“Managing corporate communication requires a communication strategy that is based on the

general reputational position that an organization aims to establish and maintain with its key
stakeholders,” said Jeop Cornelissen (2014) in his book, “Corporate Communications: A Guide
to Theory and Practice.”

Strategic communication means that we are communicating the best messages through the
best channels. It means that we communicate with a purpose to arouse our desired responses
from our audience or stakeholders.

Cornelissen (2014) further explained that guidance to various communication programs and
campaigns is provided by a good communication strategy. Communication strategies often
serve as “stepping stones for the planning and execution of specific communication programs
and campaigns” (Cornelissen, 2014). The way we communicate and what we communicate are
also measured against the goals of the corporation. As Corenlissen (2014) puts it, “Strategy is
concerned with the corporate mission and vision.”

Having said that, in order to get what we want out of the desired responses from the
stakeholders, we need to strategically communicate our intent. In strategic communication, both
parties feel that they are getting what they want out of the situation. It creates a mutually
beneficial partnership or relationship between the corporation and the specified stakeholders.

I have learned from the classes how important it is to mind not only what we say, but also how
we say it. Strategic communication does not just involve organizations and corporations, but
individuals such as myself as well. If I want to evoke a specific emotion or response from an
entity, I need to learn the importance of strategizing how I communicate.

In line with that, Cornelissen (2014) added, “A communication strategy involves the formulation
of a desired position for the organization in terms of how it wants to be seen by its different
stakeholder groups.”

In order to achieve such a thing, one of the most important things that an organization or
individual has to do is to identify the goal or the mission and vision. Having a clear goal will
make the next steps or processes of positioning the organization. This helps in ensuring that
there are no gaps between the vision and the actual reputation. To quote the author of the book
(2014) once more, “Communication strategies typically involve a process of bringing
stakeholder reputations in line with the vision of the organization in order to obtain the
necessary support for the organization’s strategy.”
Another important point that I have learned in the classes and while reading the books was that
it is important to know and understand the audience. Only then will we know what type of
message, method, and medium should we use to get what we want out of the situation. As
Cornelissen (2014) put it:

“The strategic intent also suggests a particular set of communication tactics and activities that
aim to affect the awareness, knowledge, reputation, and behavior of important stakeholders.”

In summary, I would say that in communication strategy, the ways that we deliver the message
is just as important as the message itself. In order to ensure that what we say and how we say it
is the best there is, we need to know our goals, our audience, and align our values with our
reputation.

References:
Cornelissen, Joep. (2014). Corporate Communications: A Guide to Theory and Practice.
London: SAGE Publications Ltd.