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Corporate Communication
Introduction & Strategy
Phillip G. Clampitt, Ph.D.
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1. Introduction
Corporate communications is the strategicmanagement of issues and relationships
between an organization and its variousconstituent audiences.
Key issues
Strategy Issues
Relationships with audiences
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Introduction cont.
What CC/PR is Not
Press kits
News conferences
Press releases
Web sites
Schmoozing
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Introduction cont.
Strategy
Audience
Relationships
(AA)
Org. Identity Issue Mgt.
Risk Comm. CRISIS COMM.
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2. What is strategy?
Macro-level orientation
Implicit or explicit choices resulting in
tradeoffs Who vrs. What
When vrs. How
Why vrs. What
Goal Setting Anticipating others reactions
Serves as a basis foraction
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3. What makes strategy
effective?
Links to organizational goals
Legitimizes some issues/de-legitimizesothers
Shapes memory
Makes sense out of the confusing and
ambiguous
Provides point of identity
Evolves
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4. What are the strategic
options?
Spray & Pray
Sell & Tell
Underscore & Explore
Identify & Reply
Withhold & Uphold
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Types of strategy cont.
Spray & Pray
Sell & Tell
Underscore &
Explore
Identify & Reply
Withhold &
Uphold
Great Little
Amount of Information
+++
---
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5. Developing the strategy
Discover
Study (Organ., People, Issues)
Discern critical issues
Establish Goals
Create Strategy
Assess
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Developing cont.
Stage 1: Discover Stage 2: Create Stage 3: Assess
Study
- Organ.
- People
- Comm.
Systems
Discern
Critical
Issues
Establish
Goals
Develop
StrategyImplement Assess
Organizational Environment
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6. Audiences/stakeholders
Activist publics
Intraindustry players
Interindustry players
Potential activistpublics
Customers
Employees
Legislators
Regulators
Judiciary
Investors
Neighbors
Media
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7. Issues analysis
Issues identification
Issues scanning
Issues monitoring-tracking
Issues analysis
Issues prioritization
FACTS - VALUES - CONCLUSIONS
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8. Issue Monitoring/Analysis Form
Name of issue
Monitors name
Internal liaisons External liaisons
Relationship to other
issues Lions, special-interest
groups
Stage of development
Implications for org.
Stress points/threats
Opportunities Public policy plan
Comm. plan
Measurable outcomes Supporting
documentation
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9. Gap Analysis
Organization
Performance
Activities
Policies
Procedures
Stakeholders
ExpectationsGap
Facts
Values
Policy