Strategic communicationAn interview with Robert J. Whitney, ABS Manager, External Affairs

Manager, ABS External Affairs

Robert J. Whitney

Began career at ABS three years ago in Government Affairs, has since moved to External Affairs

Responsible for executing global corporate media, public relations and marketing in the marine and environmental compliance areas

Main Components of Strategic

Communication

Strategic Communication, defined

Knowing your audience

Responsibilities of a Manager - The Voice in the Room

Defining Strategic Communication

“We define strategic communication as a communication aligned with the company’s overall strategy, to enhance its strategic positioning” (Argenti, Howell, Beck, 2005).

In this clip, we listen to Whitney define strategic communication and compare it to regular corporate communication.

Knowing Your AudienceKnowing your audience is a key function of strategic communication

Dell CEO Kevin Rollins states, “the communication function breaks strategy into pieces and sells the right pieces to the right audiences” (Argenti, Howell, Beck, 2005).

In this clip, we hear Whitney discuss the importance of knowing your audience in order to successfully execute a strategic communication strategy.

Responsibility as a Manager -The Voice in the Room

Eisenberg (1984) notes,“Sophisticated managers seldom ‘lay down the law’ in areas of great importance to the organization” ( p.235).

“The goal of strategically ambiguous communication should not be ‘shared meaning’ but instead ‘organized action’” (Goodall, Trethewey, McDonald, 2006).

In this clip, we hear Whitney give his thoughts about his role as a manager and about being the voice in the room.

Key Takeaways

CitationsArgenti, P., Howell, R., Beck, k. (2005) The strategic communication advantage. MIT Sloan Management Review, 83-89.

Goodall, B., Tertheway, A., McDonald, K. (2006) Strategic ambiguity, communication and public diplomacy in an uncertain world: principles and practices. Consortium for Strategic Communication, 1-14.

Eisenburg, E. (1984) Ambiguity as strategy in organizational communication. Communication Monographs, 227-242.