Topic 1

The Essence of Strategic

Communications in
Management
 Lecture plan
1. The Importance of Strategic Communications in
Enterprise Management
2. Defining Strategic Communication
3. The Framework for Strategic Communication
4. Principles of Strategic Communications
 The Importance of Strategic Communications in Enterprise
Management

«Communication is at the center of everything. You can’t execute

strategy if you can’t communicate about it.»
T. Michael Glenn

When starting a business, no matter how small, the communication

strategy should be the goal to start with, and it will indicate the
future of the business.
Businesses that communicate with their employees about payment
options will increase the level of trust between them.
 Factors determining the relevance of strategic
communications
 New methods of information coverage - today there are many more ways for the public to transmit
information. For example, a scientific or artistic organization can simultaneously tell stories to
journalists, write a diary for the public, and post on Facebook and Twitter.
 Coherence and coordination - There is a greater need for consistency between departments, as the
public can easily search Google for everything on the Internet. Greater coordination is also needed,
as the same communication channels (such as Facebook) are useful for education, marketing,
advocacy, fundraising, etc., and organizations need to strike a balance between receiving important
messages and engaging readers.
 More professionalism. Just as desktop publishing allowed anyone with a PC to make a newsletter or
magazine; Internet communications are deprofessional. The first generation of websites in the 1990s
was created by technical departments and children (rather than communications professionals), and
the first generation of tweets and blog posts were usually done by young employees. ("Ask an intern
to start our Facebook page!")
2. Defining Strategic Communication

 Strategic communication is a term used to denote the

higher-level concerns behind communicative efforts by
organizations to advance organizational mission.
 Strategic communication refers to policy-making and
guidance for consistent information activity within an
organization and between organizations.
 Management

Strategic
Marketing Strategic communication management

PR Advertising
 Communication is strategic when it is completely consistent with the organisation
mission, vision, values and when it is able to enhance the strategic positioning and
competitiveness between their competitors.
 Being strategic means delivering the best messages through the right channels,
measured by well-thought-out organizational and communication goals

Mission

Strategic goals

Communication
Sender Message Recipient
channel
 Strategic communications is a process that
involves not only communicators but also players
from other areas of the organization
 It is important to note and remember here that the
ultimate goal of communication is to influence the
behaviour of the target audience. And this is the
main difference between communication and just
talking or having a chat.
 Internal communication - messages that are created and
transmitted within a group of people or organizations, so-
called corporate communication.
 External communication is a system of measures for
offering information, which aims to influence the
comprehension, perception, expectations and behaviour of
the target audience in accordance with the mission and
goals of an organisation or a project.
3. The Framework for Strategic Communication
 Strategic communications requires an integrated,
multilevel approach.
 Each communication function fulfills specific objectives,
is targeted at specific constituencies that are critical to
meeting those objectives and is delivered through the
channels most appro- priate to and effective for those
constituencies.
 To achieve full strategic impact, all communications to all
constituencies through all channels must be customized to
a given objective, yet consistent both with one another and
the corporate strategy.
 Strategic communication management could be
defined as the systematic planning and realization of
information flow, communication, media development
and image care in a long-term horizon.
 It conveys deliberate message(s) through the most
suitable media to the designated audience(s) at the
appropriate time to contribute to and achieve the
desired long-term effect.
 Communication management is process creation. It
has to bring three factors into balance: the message(s),
the media channel(s) and the audience(s).
 Strategic communications work on the integration
of staff, primarily led by the communicator, and
synthesize all issues before they fall on the table of
the head, and thus provide recommendations for all
actions that lead to the achievement of common
goals and objectives.
4. Principles of Strategic Communications
Values Trust

Effective strategic
communication
 company stakeholders

values values

Values are the principles on which your initiative, project or

organization works and exists.
 Trust

 As soon as your target audience loses trust in you, it drops out of the
communication cycle and leaves you.
 In order to build a long-term relationship with your audience, you
need to build trust, live up to their expectations, not manipulate
them.
Thank you!