Strategic Communication

492 views
447 views

Published on

Strategic Use of Communication

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
492
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
34
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Success Dynamics International Communication Fallacies Strategic Communication: Creating a Plan for Success Too often, organizations neglect developing strategic communication plans assuming that they either need not be done or will take care of themselves. Ignoring the concern does not make it go away. The most effective organizations develop integrated plans that account for both internal and external messages.
  • Strategic Communication

    1. 1. Success Dynamics International TM Presents: Strategic Communication Creating a Plan for Success
    2. 2. <ul><li>It articulates, explains and promotes a vision {and mission} with a set of well-defined goals. </li></ul><ul><li>It sets the framework and tone for the allocation of resources to achieve objectives. </li></ul><ul><li>It creates a consistent, unified “voice” that links diverse activities and goals in a way that appeals to various audiences and stakeholders. </li></ul><ul><li>It focuses attention and effort based on hierarchical objectives and environmental constraints. </li></ul>What does a Communication Strategy Do? Success Dynamics International
    3. 3. Strategic Dimensions <ul><li>Audience: </li></ul><ul><ul><li>Who are the pertinent audiences, partners and stakeholders? </li></ul></ul><ul><li>Performance: </li></ul><ul><ul><li>Who is accountable for articulating the message? How? </li></ul></ul><ul><li>Message: </li></ul><ul><ul><li>What does the organization want/need to say? How are messages best crafted to convey meaning and connect? </li></ul></ul>Success Dynamics International
    4. 4. Strategic Dimensions <ul><li>Media: </li></ul><ul><ul><li>What mix of channels should be chosen? How rich do exchanges need to be? </li></ul></ul><ul><li>Assessment: </li></ul><ul><ul><li>How and when are structures and programs evaluated as to effectiveness? </li></ul></ul>Success Dynamics International
    5. 5. <ul><li>Define goals and objectives </li></ul><ul><li>Determine budgeting and scheduling of resources </li></ul><ul><li>Create tactical parameters for coordination and implementation {execution} </li></ul><ul><li>Set control {evaluation} based on costs and benefits </li></ul><ul><li>Create monitoring systems </li></ul><ul><li>Optimize resource effectiveness and limit waste </li></ul><ul><li>Set the framework for continuous learning and improvement </li></ul><ul><li>Create review/audit structure </li></ul>Needs Assessment & Planning Success Dynamics International
    6. 6. <ul><li>What are the associated costs and benefits of communication? </li></ul><ul><li>How is content controlled and verified? </li></ul><ul><li>Are personal and nonpersonal methods appropriately integrated? </li></ul><ul><li>How credible are the messages? </li></ul><ul><li>Is there a consistent set of communication? </li></ul><ul><li>How is external noise managed? </li></ul><ul><li>Does communication address change and continuous improvement? </li></ul><ul><li>Are efforts subject to regular, objective review? </li></ul>Strategic Concerns Success Dynamics International
    7. 7. <ul><li>Ultimate Goal of Communication is to facilitate a change in behavior….to achieve Management Objectives. </li></ul><ul><li>~World Bank 2001~ </li></ul>
    8. 8. <ul><li>Assess the message relative to content, context and intent </li></ul><ul><li>Connect with audience demographics, psychographics, psycho/social and behavioristic traits </li></ul><ul><li>Custom tailor for impact </li></ul><ul><li>Apply appropriate media </li></ul><ul><li>Assess effectiveness based on results </li></ul>Audience Determined Success Success Dynamics International
    9. 9. <ul><li>Send the right message </li></ul><ul><li>To the right audience </li></ul><ul><li>At the right time </li></ul><ul><li>In the right way </li></ul>
    10. 10. Strategic Analysis <ul><li>Mission & Contribution to Objectives </li></ul><ul><li>Strengths/Weaknesses/Opportunities/ Threats </li></ul><ul><li>Effective Internal & External Allocation of Resources </li></ul><ul><li>Execution </li></ul><ul><li>Evaluation & Control Procedures </li></ul>
    11. 11. <ul><li>Leadership & Teambuilding Communication </li></ul><ul><li>Handling Confrontation, Conflict & Contention </li></ul><ul><li>Service & Performance Improvement Communication </li></ul><ul><li>Influence & Persuasion </li></ul>232 Bent Oak Loop; Davenport, Florida 33837 (863) 420-1929

    ×