shockley ppt ch11
TRANSCRIPT
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Shockley-Zalabak, 9e Update Pamela S. Shockley-Zalabak
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Chapter 11Strategic Organizational Communication: Professional Applications of Organizational Communication
FPO for Cover Image
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Learning Objectives (1 of 2)
11.1 Express the need to analyze situations, select and implement communication strategies for the desired impact11.2 Describe strategic organizational communication11.3 Express how a proper analysis of changing organizational opportunities and threats is important for effective communication
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Learning Objectives (2 of 2)
11.4 Express the complexity of strategic organizational communication11.5 Relate strategic communication to ethical and value issues faced by organizations
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Introduction: Strategic Organizational Communication: Professional Applications of Organizational Communication
Objective 11.1 Express the need to analyze situations, select and implement communication strategies for the desired impact
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11.1 Introduction: Strategic Organizational Communication: Professional Applications of Organizational Communication
- Definition- Factors of strategic organizational
communication
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Describing Strategic Organizational Communication
Objective 11.2 Describe strategic organizational communication
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11.2 Describing Strategic Organizational Communication
• Perspectives on Strategic and Organizational Communication- Key points of strategic organizational communication
- Organizational stakeholders - Communication channels
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The Organization and Its Environment
Objective 11.3 Express how a proper analysis of changing organizational opportunities and threats is important for effective communication
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11.3 The Organization and Its Environment (1 of 4)
• Multiple Publics- Publics
- Points to consider when planning organizational strategy
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11.3 The Organization and Its Environment (2 of 4)
• Environmental Scanning- How environmental scanning works
- How information is gathered
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11.3 The Organization and Its Environment (3 of 4)
• The Global Environment- Overview
- Globalization
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11.3 The Organization and Its Environment (4 of 4)
• SWOT Processes- SWOT
- Corporate strategy - Types of strategy - Phases of SWOT analysis
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Strategic Organizational Communication
Objective 11.4 Express the complexity of strategic organizational communication
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11.4 Strategic Organizational Communication (1 of 10)
• Public Relations- Description
- Public relation activities• Communicating an Organization’s Image
or Reputation- Image or reputation
- Image communication
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11.4 Strategic Organizational Communication (2 of 10)
• Internal Communications- Role of internal communications
- Activities of internal communication specialist• Public Affairs and Issues Management
- Work involved under public affairs and issues management
- Steps in issue management
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11.4 Strategic Organizational Communication (3 of 10)
• Marketing- Definition
- Responsibilities of marketing• Integrated Marketing Communications
- Definition - What companies can do through marketing
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11.4 Strategic Organizational Communication (4 of 10)
• The Marketing Mix- Tools of marketing
- Types of strategy in marketing - Tools of sales promotion• Advertising
- Definition - Requirement of advertising campaigns
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11.4 Strategic Organizational Communication (5 of 10)
• Branding - What is branding?
- Features of branding
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11.4 Strategic Organizational Communication (6 of 10)
• Relationship Marketing and the Use of Marketing Databases - Communication & relationship marketing
- Computerized database - Ways of gathering information
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11.4 Strategic Organizational Communication (7 of 10)
• Media Relations - How media relations works
- Role of media relations specialist• The Media Interview
- Responsibility of media relations professional - Understanding media interviews
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11.4 Strategic Organizational Communication (8 of 10)
• Risk and Crisis Communication - Stages of crisis
- Strategic crisis communication - Communication priorities
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11.4 Strategic Organizational Communication (9 of 10)
• Technology and Strategic Organizational Communication - Social media
- Types of social media
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11.4 Strategic Organizational Communication (10 of 10)
• Evaluating Strategic Organizational Communication - Web pages
- Factors evaluating communication effectiveness
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Ethical Issues in Strategic Organizational Communication
Objective 11.5 Relate strategic communication to ethical and value issues faced by organizations
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11.5 Ethical Issues in Strategic Organizational Communication
- Issues resulting from planned communication - Ethical organization
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