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Course’ topics Ability of making communication strategy
• Difference between strategy and tactics• The role of Communication Strategy in the
organisation Analysis of internal and external environment Problem statement and communication goals Vision, missions, values Main messages Organisation’s messages Strategy making process Role of communication manager Tactical plans (short-term plans)
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Basics of general communication strategy
Organisational:• Understanding about identity and environment• Knowledge about stakeholders• Knowledge about problems and communication
goals• Willingness and readiness of management
group for cooperation and practices• Budget• Team
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Basics of general communication strategy
... Vision about environment in long-term perspective and organisational placement in that context
Mission - activities, to make vision realistic
Main values – what guides the management in actions and communication
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Integrated Communication
Clear pointMessages from values and visionSame elements in each channel
and messageSame verbal and visual codeHolistic approch
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Integration On Three Levels
Micro level – operational level Intermediate level – homogeneous
in communication politicsMacro level – harmony between
communication and organisational main activities
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Why is it important?
Cultural change – improtance of immaterial values (brand) out from organisation, also internal communication and internal branding
Global flows of information Complications and changes in socio-
cultural environment Demanding audience
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Mission, vision
Values
Communicative identity
events Products, services
Other situations of communication
Main messages
Noise
IMAGE 1 IMAGE 2 IMAGE 3
Pyramide of Communication
Identity
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Parts of Communication Strategy
Background Organisational
description Analysis of external
environment Analysis of internal
environment Actual problems,
themes, factors (issues) Communication goals
Main messages Priorities of
communicational actions
Expected results, criteriums of evaluation, methods
Neccesary resources
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Analysis of External Environment (1)
Market situation• General changes in economics competition• Legislative basis and its changes• Political changes• Analysis of socio-cultural environment• All that in local, regional and international level
Method of analysis: • Environment monitoring, media analysis, documental
analysis• Market-research, expert interviews
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Analysis of External Environment (2) Stakeholder analysis
• Identification according to priorities• Content of stakeholders • Expectations of stakeholders• Fears of stakeholders
Method of analysis:• Expert interviews, focus groups• Quantitative research• Media analysis• Participative observation
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Analysis of Internal Environment (1)
Analysis of internal situation• Changes and influences• The actual spontaneous identity (who we are) • Ideal identity (who we want to be)• Conflict?
Internal stakeholders • Problematical groups in internal communication• Internal and external identity carriers
Conclusions of communication (e.g. SWOT)
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Analysis of Internal Environment (2)
Methods:• Expert interviews
• Document analysis (incl. intranet)
• Poll
• Observation
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Results of Environmental Analysis (1)
Mapped and valuated:• Which factors come from outside (is the
change neccessary?)• Where are the problems?• Stating the communicative mission =
communication strategy centered focus
• Defining goals
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Results (2)
Vision and mission are not fixed
fixing
On the basis of analysis results
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Results (3)
Fixed point
Redefine or not to
redefine
Remains unchanged
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Communication goals (according to different theories)
What would we like to achieve and why?
Pierre Bourdieu field and capital theory (Outline of a Theory of Practice, Distinction, The Logic of Practice, Practical Reason)
Field - “territory”, where the game takes place. Feel for the game in other words, strongly internalized rules
Capital – accumulated resources, that are used as tools
Habitus –incognitive priorities, habits etc..
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Analysis of Social Fields
• Cultural field• Academical field• Economical field • Political field• Inside and outside of all the fields, there
exists the field of power• Social capital is a network of relations,
that can be used to build up or convert other capitals
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Communication goals
How to create symbolic capital? Cognitive – amount of knowledge -
INFORM! Attitude - trends, valuations (image) -
CONVINCE! Behavioral - action – TO DO OR NOT
TO DO? Goals in fields can be categorized by
issues, products or stakeolders
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Where the messages come from?
COMPANY/ORG.• missions, visions, goals, strategies• history• competence• brand character• corporative values
CLIENTS • demographic• psychographic data
COMPETITION • what is communicated by others
CULTURE AS A DATABASEhistory psychology pop-culture trend religion philosophy politics
nature arts
BRAND IDENTITYname, logo, other symbols, slogans, audio logos
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Discourse meanings of messages
Framework For Messages
Coding – decoding model by Hall (Hall 1980, 130)
Coding:Sender’s system of
meanings
Decoding:Reciever’s system of
meanings
Source framework:identity: values
Stakeholders’ framework:
image, illusions of events, persons etc.
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Main Messages ... Come from stakeholder analysis and
organisational goals analysis ... Are based on organisational mission
vision and values ... Modification according to stakeholders’
differencies
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Sending Messages
Communicative activities for different stakeholder groups
Channels and events Timetable Main plan Tactical plan
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Expected Results and Criteria For Evaluation
Expected results, indicators:• Mediacoverage • Participation • Changes in attitude• Results in numbers
Methods from social science
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Resources
General budgetDetail budget for tactical plansResource for outsourcingHuman resourceTechnical resourceTime resource
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Making plan (1)
Dividing the duties Discussions with management If needed, hiring consultants Studies and analysis done previously If needed, making new researches
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Making plan (2)
Brainstorming inside the organisationDraft Budget, argumentation to get moneyMaking of the final version and
presentation to the boardShorter version for publicTraining of the teamREALIZATION!