Developing Corporate Communication Strategy

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Developing Corporate Communication Strategy
Communication Plans

• Syafiq B.Assegaff

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Developing Corporate Communication Strategy
Communication Plans

• A. Developing CorComm Strategy
• B. Developing Communications Plan.

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A. Developing corporate communication strategy

• Steyn (2000c) developed a model for formulating
  corporate communication strategy as a functional
  strategy.
• This model consists of an analysis of the
  organization's internal environment, as well as
  stakeholder and issues analyses of the external
  and internal environment, by means of
  environmental scanning.
• The organization's key strategic issues
  (strategic organizational issues, strategic
  communication issues and tactical communication
  issues) are identified.
• The impact of these strategic issues on each of
  the stakeholder groups are also identified and
  becomes the focus of the communication with the
  strategic stakeholders. Communication goals to be
  addressed in the implementation phase are
  developed based on the corporate communication
  strategy for each strategic issue. A
  communication policy is formulated, an overall
  media/channel analysis is conducted and a
  strategic communication plan is developed.

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CORPORATE COMMUNICATION STRATEGY

1. ANALYSE THE INTERNAL ENVIRONMENT
2. IDENTIFY STRATEGIC STAKEHOLDERS AND PUBLICS (in
   the internal and external environment)
3. IDENTIFY AND DESCRIBE KEY STRATEGIC ISSUES
   (differentiate between types of strategic issues)
4. IDENTIFY THE IMPLICATIONS OF EACH STRATEGIC
   ISSUE (for each of the strategic stakeholders)
5. DECIDE ON THE CORPORATE COMMUNICATION STRATEGY
   (what must be communicated to solve the
   problem/capitalize on the opportunity)
6. SET COMMUNICATION GOALS (based on the corporate
   communication strategy)
7. DEVELOP COMMUNICATION POLICY (who is allowed to
   communicate what to whom)
8. DRAFT TO TOP MANAGEMENT.
9. CONDUCT AN OVERALL CORPORATE COMMUNICATION MEDIA
   ANALYSIS (which kinds of media best suit the
   organization)
10. DEVELOP A STRATEGIC COMMUNICATION PLAN
    Communication programs/campaigns/plans

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B. Developing a communication plan.

• Communication plans, programs and campaigns
  should be managed strategically.
• This means that their objectives should be
  aligned to the organization's enterprise/corporate
  /business/functional strategies.
• During the corporate communication strategy phase
  (see A above), only broad communication goals are
  set -- flowing naturally from the strategic
  issues (both organizational and communication).
• In the communication planning phase (see below),
  communication plans/campaigns/programs are
  developed around these goals.
• A number of communication objectives are set for
  each communication goal, and implementation
  strategies and activities are developed to
  achieve these objectives, by conveying specific
  messages to targeted publics.

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DEVELOPING A CORPORATE COMMUNICATION PLAN

1. RESEARCH
2. PLANNING
3. ADAPTATION STAGE
4. MESSAGE
5. IMPLEMENTATION STRATEGY AND ACTIVITIES
6. SCHEDULING
7. BUDGET
8. EVALUATION RESEARCH
9. SELLING THE PLAN TO TOP MANAGEMENT

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DEVELOPING A CORPORATE COMMUNICATION PLAN

• RESEARCH
• Problem or opportunity statement
• Situation analysis
• PLANNING
• Communication goals (overall, long term)
• Communication objectives (specific, short term)
• Management liaison
• ADAPTATION STAGE
• Specific target groups
• Statement of limitations
• MESSAGE
• Central message derived from goals
• Message for each target public
• Theme/slogan

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DEVELOPING A CORPORATE COMMUNICATION PLAN

• IMPLEMENTATION STRATEGY AND ACTIVITIES
• Implementation strategy (what)
• Activities (how)
• Central action/special event
• Media for each activity
• SCHEDULING day, week, month
• BUDGET cost of each activity
• EVALUATION RESEARCH
• Process/impact
• In-process/internal/external
• Formative/summative
• SELLING THE PLAN TO TOP MANAGEMENT