Тopic 2

Communication influence in
strategic management
 Lecture plan
1. Communication influence as a way to create a holistic "semantic
field" of the company. Goals and objectives of communication
impact.
2. Target audiences of the company as strategic groups of
communication flow.
3. Forming the company's image in the minds of different target
audiences.
 1. Communication influence as a way to create a holistic "semantic field" of the company. Goals and objectives of
communication impact.

Communicative influence - the psychological influence of

one communicant on another in order to change his
behavior
Communication effectiveness is measured by how
successful this impact is.
 Communication Impact Goals
 informational goals (display of the message, its understanding and retention in memory,
for example, to raise the level of awareness of the company in a certain period in certain
groups by a certain percentage);
 goals of relations (installations), including the formation of the installation, its
consolidation and change (for example, to increase a positive attitude to the company for a
particular period; to form a positive internal image of the organization);
 goals of behavior -forming the behavior of the target group, consolidating behavior and
changing behavior (for example, increase attendance at events held by the firm, discourage
groups of protesters against certain projects of the firm from active action; increase overall
efficiency and competitiveness of the company through closer communication between
units).
2. Target audiences of the company as strategic groups of
communication influence.

 Target audience - a certain group of people, a specific segment of

the mass of people with specific characteristics, including
demographic, psychological, socio-cultural.
 Segmentation is the division into groups according to a number of
stable features, which are called "segmentation features".
Reasons for low efficiency of communication impact:
 Target social groups - objects of targeted influence - have not been
identified within the framework of wide audiences.
 Communication activities are insufficiently focused on selected target
groups.
It is necessary to eliminate the problem:

 Segment audiences into target groups.

 Create an effective communication strategy for
each group.
 Optimize the cost of communication with the
audience as a whole.
Main target audiences
 personnel
 potential customers
 partners
 Media
 authorities
 public
3. Forming the company's image

Internal image of organization is a way the

employees perceive their organization.
Internal image defines trust of employees to
the organization and, as a consequence, the
organizational commitment.
External image of the organization
reflects actions in relation to its target
audience.
Components of the internal image:
 the image of the leader - professional abilities,
management style, personal characteristics and even
appearance;
 image of staff - professionalism, culture of communication
within the company and with customers, physical and
social data;
 corporate culture - socio-psychological climate, working
conditions, level of reliability and stability, care for staff.
Formation of external image
development of corporate style to identify the company among competitors. This
includes the logo, corporate colors and symbols. Elements of corporate identity
should be used for the design of offices, retail space and website on the Internet,
product packaging, employee clothing, in the development of corporate souvenirs,
etc .;
conducting charity events, financial support of events to create the image of a
socially responsible organization in the eyes of the public and the media;
carrying out works on formation of business reputation of the reliable partner for
other companies, investors and the state enterprises;
creating a decent product / service and support with quality service to form a
positive brand image among consumers.
 Stages of image formation
Concept
development
Research,
monitoring Strategy
development

Strategy
implementation
 Tools for positive image formation

Development of corporate identity (logo, slogan, history and mission).

Image advertising in online and offline environments.
Work with mass media (creation of information drives).
Holding social events and charity events.
Organization of conferences and round tables.
Reputation management on the Internet (generating positive and working with negative
feedback).
Conducting groups on social networks
Maintaining an expert blog on the Web.
Customer support (working with existing customers).
Thank you!