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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