Download - BSAD 340 Spring 2017 - CH 1
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1C H A P T E R
What is Strategic Communication?
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Strategic Communication
Requires understanding the difference between strategy and tactics
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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 globalization1. Hierarchy to Flattened Hierarchy and Network
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Why is a Strategic Approach to Communication Important?
Changes in the workplace due to globalization
2. Management to Leadership
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• 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
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Why is a Strategic Approach to Communication Important?
Evolution of our understanding of the communication process.
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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?
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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
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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)