What is “Enterprise” Strategy?

Enterprise strategy is the broadest level of strategy, formulated at the strategic level of an organisation by the Chief Executive, other members of top management and the Board:

• • •

It is the term used to denote the joining of ethical and strategic thinking about the organisation and aligns organisational behaviour and strategies to standards, norms and expectations in the broader environment. It is the strategy level where the social and political legitimacy of an organisation is addressed – the aim to be regarded as a good corporate citizen, acting socially and environmentally responsible, and taking all stakeholders into consideration (not only shareholders). Many organisations do not have an explicitly stated enterprise strategy, but it exists nevertheless and manifests itself in mission and vision statements, codes of conducts/ethics, reputation risk management, communication approach towards stakeholders in general and during a crisis situation in particular, and their approach towards the common good (society at large) and the natural environment.

You are referred to the Orientation (Home page or opening screen of comProPractitioner ) where more information is presented. Click on the first cylinder on the graphic titled “Enterprise Strategy“.

Is “Enterprise” Strategy the same as “Corporate” Strategy? No, in contents it is not at all the same and achieves different organisational goals. Enterprise strategy focuses on an organisation’s approach towards stakeholders, the natural environment and its role in society, addressing the so-called soft issues faced. Its focus is the achievement of an organisation’s nonfinancial goals. Enterprise strategy can best be described as the responsibility of the Board and top management for the organisation’s social, political and environmental performance. Corporate strategy , on the other hand, is focused on achieving an organisation’s financial goals. It often involves decisions on mergers and acquisitions, strategic alliances, joint ventures, selecting tactics for diversification and growth, and managing corporate resources and capabilities. Corporate strategy can best be described as the responsibility of the Board and top management for the organisation’s financial performance. The confusion between the two types of top-level strategy comes about because in practice, many organisations formulate only Corporate (financial) Strategy but include vision and mission statements in it (which are really manifestations of Enterprise strategy). It might have been sufficient in a previous business paradigm to formulate only vision and mission as the organisation’s Enterprise strategy. However, in the current business environment it is imperative to also address an organisation’s social and environmental responsibility, as well as its behaviour as a corporate citizen.

What is “Communication” Strategy? Communication strategy (also called corporate communication or public relations strategy) is seen to be a functional strategy, providing focus and direction to the Communication function. Functional strategy involves what should be done in each of the key functional areas, given the specific emphasis placed on them and the resources allocated. Each functional area makes its own unique contribution to strategy formulation at different levels. The concept of communication strategy is based on the assumption that the communication function is practised as a strategic management function; that it assists the organisation to adapt to its environment by achieving a balance between commercial imperatives and socially acceptable behaviour; that it identifies and manages issues and stakeholders to ensure that organisational and communication goals are aligned to societal and stakeholder values and norms; and that it builds relationships through communication with those on whom the organisation depends to meet its economic and socio-political goals. The steps in developing communication strategy are the following:

To develop 'deliberate' communication goals, based on organisational priorities.

and roles and responsibilities defined. the logic behind the communication function’s actions -. names. Planning is no longer general. Dates and times are pinned down. and materials are designated. To set communication budgets. . To develop a communication framework for implementation of the strategy. it provides the vital link between the organisation’s enterprise/other strategies. At the core of the communication plan is the implementation strategy – a clear articulation of the kind and combination of media. You are referred to the Orientation (Home page or opening screen of comProPractitioner ) where more information is presented. Communication strategy provides the framework for the communication plans necessary to carry out the strategy. Click on the third and fourth cylinders on the graphic titled “Communication Plan“ and “Communication Activity“. How does the Communication “Strategy” differ from Communication “Plans” and “Activities”? • • • Communication strategy is the thinking. Click on the second cylinder on the graphic titled “Communication Strategy “. but settles on numbers. The communication plan is the vehicle that converts strategic intent into execution. stakeholders into target audiences. Communication strategy is mainly derived from/influenced by the organisation’s enterprise strategy and also delivers inputs into the enterprise strategy. written document spelling out the communication objectives that are derived from. To develop 'emergent' communication goals. It is a detailed. equipment. communication goals that have been identified in the communication strategy phase. Communication strategy is therefore not the same as communication plans. figures and time frames. and aligned with. The communication activity is a detailed planning form developed to facilitate scheduling and implementation. measurable objectives. As a functional strategy. and communication themes into messages tailored for these target audiences. It translates broad communication goals into specific.determining what should be communicated rather than how it should be communicated. You are referred to the Orientation (Home page or opening screen of comProPractitioner ) where more information is presented. identified during the stakeholder and issues management process. facilities. The emphasis is on concrete details.• • • • • To set efficiency targets. To set evaluation methodology. The communication plan tells the story of how specific communication goals will be put into action. Deliverables are spelt out as well as the tasks to be accomplished in achieving them. tactics and tools to be used in getting the right messages to the right audiences with the right effects. and the plans developed by the communication function.