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SCCA3013 STRATEGIC COMMUNICATION MANAGEMENT

Chapter 1: INTRODUCTION

WHAT DO YOU KNOW ABOUT STRATEGIC COMMUNICATION?

HISTORY? ARISTOTLE’ S RHETORIC  –  ARTS OF _______?

Key Concepts:

1. 

STRATEGY  –  A plan/ plans for obtaining a specific goal or result that involves big-picture analysis

and the synthesis of a coherent plan of action from that analysis.

It means a ‘big picture’ to look at a problem that focuses on the entire forest and not individual

trees.2.

 

TACTICS  –  The concrete action/ actions that are taken to implement a strategy.

3. 

COMMUNICATION STRATEGY  –  Is part of an effective management strategy or plan.

Management as a discipline generally focuses more on logistical issues: products offered,

production capability, market needs, methods of distributions and so on RATHER THAN human

subjects.

4. 

STRATEGIC COMMUNICATION  –  A plan for understanding and communicating with human that

involves big-picture analysis that can be practiced and applied to the individual and

organizational level.

WHY IS A STRATEGIC APPROACH TO COMMUNICATION IMPORTANT?

GLOBALIZATION

CHANGES IN WORKPLACE  –  LEADERSHIP/ MANAGEMENT/POWER BASES

WHAT ELSE? AND HOW?

Prepared by,

AYUOMAR

23/2/16