COM10007 Lecture 10: Strategic Professional Communication Week 10
Strategic Professional Communication
Strategic Communication
• Create meaning through communication that advances an organisations goal
• Set business objectives that are achieved through communication strategies and tasks
Communication Objectives
• Maintain Favourable opinion
• Create an opinion where none exists
• Neutralise hostile opinion
Audience and public
• An Audience is some identifiable group of people an organisation wants to reach with its
message
• A public is an identifiable group either inside or outside an organisation whose opinions on
issues can affect the success of the organisation
• The general public are all people who have the opportunity to encounter your message
Public Profile
Sometimes organisation need to build their public brand:
• Build a profile
• Change a profile
• Maintain awareness
• Deal with a issue or crisis
• Support marketing brand
Relationships
Relationships are best when people share information that is accurate and relevant.
Relationships require:
• A commitment to open and trustworthy dialogue
• A spirit of cooperation
• A desire to align interests
• A willingness to adopt compatible views/interests
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Strategic communication: create meaning through communication that advances an organisations goal, set business objectives that are achieved through communication strategies and tasks. Communication objectives: maintain favourable opinion, create an opinion where none exists, neutralise hostile opinion. Sometimes organisation need to build their public brand: build a profile, change a profile, maintain awareness, deal with a issue or crisis, support marketing brand. Relationships are best when people share information that is accurate and relevant. Two way communication: organisations need to communicate out, organisations need to be open to inward communication, external publicity and feedback, people need their voice to be heard. Pr/comms in-house/agency: many large organisations have their own pr/communication teams in-house, know the mechanisms, brand and internal bureaucracy, medium to small organisations often consult in the expertise, bring an external set of eyes. Good pr good relationships: relationship can start, succeed, fail and need repair.
