A COM 378 Lecture Notes - Lecture 2: Rolfing, Rachel Carson, Edward Bernays
26 Apr 2016
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Document Summary
What is strategic communication: communication aligned with the company"s overall strategy, to enhance its strategic positioning. Why has strategic communication become an imperative: academic & practitioner emphasis on strategic communication, legal & regulatory responses to corporate scandals, many examples of communication serving short term, not strategic goals. Companies that adopt strategic approach to communication integrate communication in formulating and implementing business strategy. Regulatory imperatives: sec requirements, xbrl extensible, business, reporting, language, use regulatory imperatives for greater transparency. Need to increase creditability: distrust of corporations following 2008. Media democratization: digital technology, growth in ngos (non-governmental organizations) Ngos are a threat to corporations because they have the power to change how corporations operate through communicating to the public. Channel choice: how to disseminate the message. 9 actions to guide adaptation in a complex environment (page 16): Require creative, strategic integration of knowledge to see patterns others do not see: issue mapping.
