Communication Strategy

Dr. Kaja Tampere

kaja.tampere@jyu.fi

Course’ topics Ability of making communication strategy

• Difference between strategy and tactics• The role of Communication Strategy in the

organisation Analysis of internal and external environment Problem statement and communication goals Vision, missions, values Main messages Organisation’s messages Strategy making process Role of communication manager Tactical plans (short-term plans)

Basics of general communication strategy

Organisational:• Understanding about identity and environment• Knowledge about stakeholders• Knowledge about problems and communication

goals• Willingness and readiness of management

group for cooperation and practices• Budget• Team

Basics of general communication strategy

... Vision about environment in long-term perspective and organisational placement in that context

Mission - activities, to make vision realistic

Main values – what guides the management in actions and communication

Integrated Communication

Clear pointMessages from values and visionSame elements in each channel

and messageSame verbal and visual codeHolistic approch

Integration On Three Levels

Micro level – operational level Intermediate level – homogeneous

in communication politicsMacro level – harmony between

communication and organisational main activities

Why is it important?

Cultural change – improtance of immaterial values (brand) out from organisation, also internal communication and internal branding

Global flows of information Complications and changes in socio-

cultural environment Demanding audience

Mission, vision

Values

Communicative identity

events Products, services

Other situations of communication

Main messages

Noise

IMAGE 1 IMAGE 2 IMAGE 3

Pyramide of Communication

Identity

Parts of Communication Strategy

Background Organisational

description Analysis of external

environment Analysis of internal

environment Actual problems,

themes, factors (issues) Communication goals

Main messages Priorities of

communicational actions

Expected results, criteriums of evaluation, methods

Neccesary resources

Analysis of External Environment (1)

Market situation• General changes in economics competition• Legislative basis and its changes• Political changes• Analysis of socio-cultural environment• All that in local, regional and international level

Method of analysis: • Environment monitoring, media analysis, documental

analysis• Market-research, expert interviews

Analysis of External Environment (2) Stakeholder analysis

• Identification according to priorities• Content of stakeholders • Expectations of stakeholders• Fears of stakeholders

Method of analysis:• Expert interviews, focus groups• Quantitative research• Media analysis• Participative observation

Analysis of Internal Environment (1)

Analysis of internal situation• Changes and influences• The actual spontaneous identity (who we are) • Ideal identity (who we want to be)• Conflict?

Internal stakeholders • Problematical groups in internal communication• Internal and external identity carriers

Conclusions of communication (e.g. SWOT)

Analysis of Internal Environment (2)

Methods:• Expert interviews

• Document analysis (incl. intranet)

• Poll

• Observation

Results of Environmental Analysis (1)

Mapped and valuated:• Which factors come from outside (is the

change neccessary?)• Where are the problems?• Stating the communicative mission =

communication strategy centered focus

• Defining goals

Results (2)

Vision and mission are not fixed

fixing

On the basis of analysis results

Results (3)

Fixed point

Redefine or not to

redefine

Remains unchanged

Communication goals (according to different theories)

What would we like to achieve and why?

Pierre Bourdieu field and capital theory (Outline of a Theory of Practice, Distinction, The Logic of Practice, Practical Reason)

Field - “territory”, where the game takes place. Feel for the game in other words, strongly internalized rules

Capital – accumulated resources, that are used as tools

Habitus –incognitive priorities, habits etc..

Analysis of Social Fields

• Cultural field• Academical field• Economical field • Political field• Inside and outside of all the fields, there

exists the field of power• Social capital is a network of relations,

that can be used to build up or convert other capitals

Communication goals

How to create symbolic capital? Cognitive – amount of knowledge -

INFORM! Attitude - trends, valuations (image) -

CONVINCE! Behavioral - action – TO DO OR NOT

TO DO? Goals in fields can be categorized by

issues, products or stakeolders

Where the messages come from?

COMPANY/ORG.• missions, visions, goals, strategies• history• competence• brand character• corporative values

CLIENTS • demographic• psychographic data

COMPETITION • what is communicated by others

CULTURE AS A DATABASEhistory psychology pop-culture trend religion philosophy politics

nature arts

BRAND IDENTITYname, logo, other symbols, slogans, audio logos

Discourse meanings of messages

Framework For Messages

Coding – decoding model by Hall (Hall 1980, 130)

Coding:Sender’s system of

meanings

Decoding:Reciever’s system of

meanings

Source framework:identity: values

Stakeholders’ framework:

image, illusions of events, persons etc.

Main Messages ... Come from stakeholder analysis and

organisational goals analysis ... Are based on organisational mission

vision and values ... Modification according to stakeholders’

differencies

Sending Messages

Communicative activities for different stakeholder groups

Channels and events Timetable Main plan Tactical plan

Expected Results and Criteria For Evaluation

Expected results, indicators:• Mediacoverage • Participation • Changes in attitude• Results in numbers

Methods from social science

Resources

General budgetDetail budget for tactical plansResource for outsourcingHuman resourceTechnical resourceTime resource

Making plan (1)

Dividing the duties Discussions with management If needed, hiring consultants Studies and analysis done previously If needed, making new researches

Making plan (2)

Brainstorming inside the organisationDraft Budget, argumentation to get moneyMaking of the final version and

presentation to the boardShorter version for publicTraining of the teamREALIZATION!