Chapter 1

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1
C H A P T E R
What is Strategic
Communication?

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Strategic Communication
 Requires understanding the difference between
strategy and tactics
2
Tactics Strategy

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Strategic Communication
Tactics are what you do. Strategy is why you do it.
Strategy Tacticor
Develop a communication planIssue a press releaseAnalyze the environmentWrite a newsletterCast a vision

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Why is a Strategic Approach to
Communication Important?
 Changes in the workplace due to globalization
1. Hierarchy to Flattened Hierarchy and Network
4

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Why is a Strategic Approach to
Communication Important?
 Changes in the workplace due to globalization
2. Management to Leadership
5
• Based on formal bases of power
• Reward, Coercive and Legitimate
• Emphasis on order and consistency
• Thrives in stable environments Influence &
Informal
Power Bases
Inter
dependence
Relational

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Why is a Strategic Approach to
Communication Important?
 Changes in the workplace due to globalization
3. Uniformity to Diversity
6

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Why is a Strategic Approach to
Communication Important?
 Evolution of our understanding of the communication process.
7
Information
 Communication is more than just transfer of information

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Why is a Strategic Approach to
Communication Important?
 The social construction of reality and its effects on
conceptualizing communication.
• Social Construction comes out of plurality
• Example: What is a dog?
• Our social constructions are based on our experiences, knowledge and
interactions with others. Even “dog” is a socially constructed reality.
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vs.
Brown
Fluffy
Small
Cute
Cuddly
Friendly
Spotted
Sleek
Large
Vicious
Fast
Loud

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Why is a Strategic Approach to
Communication Important?
9
Strategically communicating can help you:
Navigate new and changing
organizational environments
Appreciate
diversity of ideas
in the workforce
Lead using
informal bases of
power
Focus on the
larger picture
Use
communication
to influence

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Case Study Approach
Analysis
-key issues
-causes
-stakeholders
Solutions
-list of possible
solutions based on
analysis
Recommendations
-select solution that
will best achieve
desired outcomes
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Learning the Art of Strategic
Communication
Understand the Strategic Process
11
Part 1 Foundations of communication (Ch. 2)
Step 1: Identify the purposes of
communication (Ch. 3)
Step 2: Analyze the audience (Ch. 4)
Steps 3 & 4: Consider the context and select
a channel of communication (Ch. 5)

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Learning the Skills for Strategic
Communication
Communication Tactics for Differing Channels and
Contexts
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Part 2 Communicating in writing (Ch. 6)
Communicating in oral presentations and managing
meetings (Ch. 7)
Communicating with employees (Ch. 8)
Communicating in and leading teams (Ch. 9)
Communicating with external audiences (Ch. 10)
Internal organization communication (Ch. 11)