A COM 378 Lecture Notes - Lecture 2: Rolfing, Rachel Carson, Edward Bernays

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26 Apr 2016
Department
Course
The Communication Imperative
The Strategic Communication Imperative:
What is strategic communication?
oCommunication aligned with the company’s overall strategy, to enhance its strategic
positioning
Why has strategic communication become an imperative?
oAcademic & practitioner emphasis on strategic communication
oLegal & regulatory responses to corporate scandals
oMany examples of communication serving short term, not strategic goals
Companies that adopt strategic approach to communication integrate communication in
formulating and implementing business strategy
Drivers of Strategic Communication:
Regulatory imperatives
oSEC Requirements
oXBRL Extensible, Business, Reporting, Language
oUse regulatory imperatives for greater transparency
Organizational complexities
oResults of globalizations
Need to increase creditability
oDistrust of corporations following 2008
Media democratization
oDigital technology
oGrowth 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
Qualities of Strategic Communication:
Clarity & consistency of message
Repetition
Truthful
Channel choice
oHow to disseminate the message
Ties financial activates to behavioral outcomes
9 Actions To Guide Adaptation In A Complex Environment (Page 16):
Require creative, strategic integration of knowledge to see patterns others do not see
oIssue Mapping
Lessons from Best Practices:
Senior managers must be involved
Communication must be integrated
Structural integration is not the only choice
Communication must have a long-term orientation
Corporate Communication- Communication that is used to ensure that the corporate can operate as
freely as possible
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