Strategic Communication for Organization Growth
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Strategic Communication for Organization Growth

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Delivered on guest lecture to Bina Nusantara (Binus) Business School (BBS) Master in Management (MM) in Business and Management students. The course name is 'Business Communications and Interpersonal ...

Delivered on guest lecture to Bina Nusantara (Binus) Business School (BBS) Master in Management (MM) in Business and Management students. The course name is 'Business Communications and Interpersonal Skills'.

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Strategic Communication for Organization Growth Strategic Communication for Organization Growth Presentation Transcript

  • Presented by Goutama BachtiarStrategic Communicationand Organization GrowthMay 7, 201325 June 2013
  • Introduction25 June 2013
  • Share how communication plays strategicrole for organization growth withcommunication ROI as its measurementtool that yielded higher ROI for thestockholders, lower employee turnover ,and overall business’ financialperformanceToday’s Objective25 June 2013
  • 1. Describing Five Organizational Variables2. Redefining Strategic Communication3. Describing Six Characteristics Impacting4. Identifying Seven Steps in StrategicCommunication Process5. Applying Strategic CommunicationOutcomesToday’s Agenda25 June 2013
  • 1. Organizational purpose (aim, strategy)2. People (employee, customer, supplier,partner, vendor, distributor, competitor)3. Organizational size4. Organizational structure5. Environmental factors (cultural,geographical, politics, economical, legal,technological)Five Organizational Variables25 June 2013
  • Coordination of actions, messages,images, and any other forms of signalingor engagement intended to inform,influence, or persuade targeted audiencesin support of organizational objectivesRedefining Strategic Communication25 June 2013
  • 1. Issue (information, promotion, warning,explanation, policy, procedure)2. Audience (clarity, relevant, accurate)3. Audience needs (put ourselves in their soes)4. Intended Impact for Organization (how wewant the issue be addressed by public)Strategic Communication Elements25 June 2013
  • 5. Message (type of message)6. Channel (digital, non-digital, above the air,below the air)7. Cost (versus benefit both financial or non)8. Metric and Measurement (parameter andtool)9. Ownership, Action, and Timeline (as well asmonitoring too)Strategic Communication Elements(cont’d)25 June 2013
  • 1. Organizational purpose (aim, strategy)2. People (employee, customer, supplier,partner, vendor, distributor, competitor)3. Organizational size4. Organizational structure5. Environmental factors (cultural,geographical, politics, economical, legal,technological)Six Characteristics Impacting25 June 2013
  • 1. More and more enterprise social networkdeployed2. BYOD trend is arising3. Positive economic outlook and internetpenetration4. Higher level of education and IT literacyNavigating Digital Communication25 June 2013
  • 1. Consumerisation of IT driven by principal,operator, vendor, company policy Paperlessor less paper policy to save costs2. Go Green initiatives esp in emergingcountries3. Environmental factors (cultural,geographical, politics, economical, legal,technological)Navigating Digital Communication(cont’d)25 June 2013
  • 1. Infrastructure getting improved2. Affordable communication cost3. Valuing Its viral effect4. CRT TV is so yesterday5. Go Green initiatives esp in emergingcountriesStrategic Communication Approach25 June 2013
  • 1. Infrastructure getting improved2. Affordable communication cost3. Valuing Its viral effect4. CRT TV is so yesterday5. Go Green initiatives esp in emergingcountriesDigital Media Getting Dominant25 June 2013
  • 1. Social media are today’s channel2. More people in social space i.e. 900m+Facebookers, >450m in Sina Weibo3. Driven by youngsters (13 to 24 y.o.), publicfigures such as celebs, leaders, and officialsWe are in the Social Business Era25 June 2013
  • 1. Hundred of social networks out there andcounting (P.S: interest-based)2. Chief Social Media Officer (CSMO) on therise3. Pretty specific for particular countriesWe are in the Social Business Era (cont’d)25 June 2013
  •  Iterative as in a cycle happens over and overagain focusing on when and how in particularyaligned with business strategy and companyobjectives Based on principle by being proactive and takeresponsibility to factors influencingorganizational success Outcome as a communication result brought infor internal and external stakeholdersStrategic Communication Process25 June 2013
  • 1. That the right shareholder2. Receive the right message3. From the right person or group representingthe organizationSeven Steps in StrategicCommunication Process25 June 2013
  • 4. Through the best channel5. At the most appropriate time6. In order to obtain appropriate action andreaction7. That facilitates the organization’s success inmeeting its business objectivesSeven Steps in StrategicCommunication Process (cont’d)25 June 2013
  • 1. Desired impact on attitude, knowledge orbehavior of shareholders2. Messaging and channels have futureperspective and respect the past3. Management intervention are indicatedbased on need4. Measureable and socialized inside andoutside the organizationStrategic Communication Outcomes25 June 2013
  • 4. Through the best channel5. At the most appropriate time6. In order to obtain appropriate action andreaction7. That facilitates the organization’s success inmeeting its business objectivesApplying Strategic CommunicationOutcomes25 June 2013
  • DellKnown for "Dell Direct", not only describes itsbusiness model but also explains a unifyingcommunications statement how they relate tocustomer, employee, competitor andstakeholder.Case Studies (cont’d)25 June 2013
  • They use communication to create alignmentamong strategy, messages, employees, WallStreet and the media.They always modify messages byconstituency.The communication function breaks strategyinto pieces and sells the right pieces to the rightaudience.Case Studies (cont’d)25 June 2013
  • FedExDownturn economy few years ago pushes them to lay offemployees. But they realized their crews goodwill andmorale is key to success of exceedingly customer-facingstrategy.Not only offered voluntary severage packages to departingemployees, but communicated this internally to nearly13,000 staff and externally through multifaceted channelsto maintain loyalty, customer trust and good graces of WallStreetCase Studies25 June 2013
  • FedExCorporate VP or worldwide corporate communication withHR Group and external suppliers communicated it to thoseeligible for early retirement or voluntary severance throughhot lines and websitesCase Studies (cont’d)25 June 2013
  • Quoting MIT Sloan Management Review:1. Executives (CEO, CFO, CMO) should beinvolved, not only communication’s2. Integrated way of communication: investor,media relation, internal3. Important relationship matters more thanstructural’sStrategic Communication Best Practice25 June 2013
  • 4. Top communicators should have generalmanagement skills5. Communication should have long termorientationStrategic Communication BestPractice (cont’d)25 June 2013
  • Q & A25 June 2013
  • THANK YOU!