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Vanderwaldti esitlus


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Vanka esitlus

Vanka esitlus

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  • 1. Corporate Communication in a changing environment -by- De la Rey van der Waldt (PhD) Potchefstroom University for Christian Higher Education REPUBLIC OF SOUTH AFRICA
  • 2. Framework
    • Introduction
    • Research problem
    • Research objectives
    • Discussion
    • Conclusion and recommendations
  • 3. 1. Introduction
    • Change is part of the normal workday
    • Events help change stakeholder views
    • Practice change and enhance survival and sustainability
    • “ New organizations” are characterized by: flexibility, creativity, available info, team to recognition, good compensation and participative management
  • 4. 2. Research problem
    • Corporate communication refers to all the communication within an organisation. The enhancement of all the various elements of corporate communication will ease the pain of change of an organisation in a state of flux.  
    • However, it happens that organisations neglect certain elements of corporate communication due to various reasons, which ultimately leads to poor communication.
    • On the other hand they over-emphasise some of the corporate communication elements instead of integrating and co-ordinating all communication efforts.
  • 5. 3. Research objectives
    • To conceptualise corporate communication in a changing environment.
    • To describe how corporate communication could enhance the management of change.
    • To describe the value of strategic management of corporate communication.
  • 6. 4. Discussion
    • The evolution of corporate communication
    • Emphasis on American tradition
    • Europe developed fast in past decades
    • This paper holds that Van Riel’s (1995) classification is the most suitable to apply to corporate communication in a changing environment
  • 7. Disciplines of corporate communication
    • Managerial communication
    • Marketing communication
    • Organizational communication
  • 8. Managerial communication
    • Develop a vision
    • Build trust
    • Initiate and manage the change process
    • Empowering and motivate employees
    • Both internal and external communication
  • 9. Marketing communication
    • Emphasize the communication / promotional mix
    • Advertising is the most important element
    • Mostly external
  • 10. Organizational communication
    • Public relations
    • Environmental communication
    • Investor relations
    • Corporate advertising
    • Mostly internal communication
  • 11. Functions of corporate communication
    • Mirror function
    • monitoring the environmental developments
    • anticipate their consequences
    • Window function
    • preparation and execution of policy
  • 12. Roles of the corporate communication practitioner
    • Technician
    • traditional role / to implement
    • Manager
    • developing strategy and policy
    • Strategist
    • monitor environment and strategy formulation
    • related to the mirror function
  • 13. Unpredictable change
    • Normal part of the workday
    • Learn to live with it
    • Anticipate it
    • Capitalize on it
    • Communication can ease the pain of change
    • Change = external environment
    • Transition = from within
    • Transformation = dramatic shift in the organization
  • 14. Characteristics of change
    • Organizations do not change, people change
    • Change is difficult
    • People fear change
    • It threatens management also
    • It is non-linear
    • It has a personal dimension
    • Losses must be grieved over
    • People feel alone during change
    • People develop new ideas during the process
  • 15. The role of communication in three distinct phases
    • Puth (2002)
    • Communicate to let go of the old
    • Communicate in the neutral zone
    • Communicate for a new beginning
  • 16. Let go of the old
    • Beginnings depend on endings
    • Identify who is losing what
    • Accept reality
    • Accept subjective losses, overreaction
    • Accept grieving
    • Give information over and over again
    • Mark the endings
    • Treat the past with respect
    • Show how endings ensure continuity of what really matters
  • 17. In the neutral zone
    • Is nowhere between two somewheres
    • Anxiety, problems of the past, overload
    • Polarized groups of individuals
    • Organization is the most vulnerable
    • Set short term goals
    • The neutral zone is a lonely place
    • Followers feel isolated – communication makes people feel part
  • 18. The new beginning
    • Beginnings involve new understandings, new values, new attitudes and new identities
    • Successful change start with new beginnings
    • To make n new beginning, people need to understand the purpose, see the picture, understand the plan and know their part in the process of change
    • Communication ease the pain of change
  • 19. 5. Conclusion and recommendations
    • In a state of flux, organisations tend to over-emphasise control.
    • The integration and co-ordination of managerial communication, marketing communication and public relations are prerequisites if corporate communication is to ease the pain of change.
    • Problems with the process of change will not disappear magically, but it has to be managed.
  • 20. People change, not organisations. Therefore people need to be informed.   Organisations must have a strategy aligned with the aims and goals of management. The corporate communication strategy should reflect the organisation’s corporate strategy. Strategy formulation and strategic planning is therefore a prerequisite for the developing of a sound corporate communication strategy.
  • 21. Corporate communication strategy Adopted from Steyn & Puth (2000)
    • Analyze the internal environment
    • Identify strategic stakeholders / publics
    • Identify and prioritize key strategic issues
    • Identify implications of strategic issues for stakeholders
    • Decide on a corporate communication strategy
  • 22. Corporate communication strategy
    • Set communication goals and policy
    • Conduct a media analysis
    • Determine the budget
    • Submit draft corporate communication strategy to top management
    • Develop a strategic communication
    • program / campaign / action plan
  • 23. Thank you Baie dankie