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1C H A P T E R

What is Strategic Communication?

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Strategic Communication

Requires understanding the difference between strategy and tactics

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Tactics Strategy

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Strategic Communication

Tactics are what you do. Strategy is why you do it.

Strategy Tacticor

Develop a communication planIssue a press releaseAnalyze the environmentWrite a newsletterCast a vision

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Why is a Strategic Approach to Communication Important?

Changes in the workplace due to globalization1. Hierarchy to Flattened Hierarchy and Network

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Why is a Strategic Approach to Communication Important?

Changes in the workplace due to globalization

2. Management to Leadership

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• Based on formal bases of power

• Reward, Coercive and Legitimate

• Emphasis on order and consistency

• Thrives in stable environments Influence & Informal

Power Bases

Inter dependence

Relational

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Why is a Strategic Approach to Communication Important?

Changes in the workplace due to globalization

3. Uniformity to Diversity

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Why is a Strategic Approach to Communication Important?

Evolution of our understanding of the communication process.

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Information

Communication is more than just transfer of information

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Why is a Strategic Approach to Communication Important?

The social construction of reality and its effects on conceptualizing communication.• Social Construction comes out of plurality

• Example: What is a dog?

• Our social constructions are based on our experiences, knowledge and interactions with others. Even “dog” is a socially constructed reality.

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vs.

Brown

Fluffy

Small

Cute

Cuddly

Friendly

Spotted

Sleek

Large

Vicious

Fast

Loud

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Why is a Strategic Approach to Communication Important?

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Strategically communicating can help you:

Navigate new and changing organizational environments

Appreciate diversity of ideas in the workforce

Lead using informal bases of

power

Focus on the larger picture

Use communication

to influence

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Case Study Approach

Analysis

-key issues

-causes

-stakeholders

Solutions

-list of possible solutions based on analysis

Recommendations

-select solution that will best achieve desired outcomes

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Learning the Art of Strategic Communication

Understand the Strategic Process

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Part 1 Foundations of communication (Ch. 2)

Step 1: Identify the purposes of communication (Ch. 3)

Step 2: Analyze the audience (Ch. 4)

Steps 3 & 4: Consider the context and select a channel of communication (Ch. 5)

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Learning the Skills for Strategic Communication

Communication Tactics for Differing Channels and Contexts

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Part 2 Communicating in writing (Ch. 6)

Communicating in oral presentations and managing meetings (Ch. 7)

Communicating with employees (Ch. 8)

Communicating in and leading teams (Ch. 9)

Communicating with external audiences (Ch. 10)

Internal organization communication (Ch. 11)