Shockley-Zalabak, 9e Update Pamela S. Shockley-Zalabak

© 2016 Pearson Education, Inc. All rights reserved.

Chapter 11Strategic Organizational Communication: Professional Applications of Organizational Communication

FPO for Cover Image

Learning Objectives (1 of 2)

11.1 Express the need to analyze situations, select and implement communication strategies for the desired impact11.2 Describe strategic organizational communication11.3 Express how a proper analysis of changing organizational opportunities and threats is important for effective communication

© 2016 Pearson Education, Inc. All rights reserved.

Learning Objectives (2 of 2)

11.4 Express the complexity of strategic organizational communication11.5 Relate strategic communication to ethical and value issues faced by organizations

© 2016 Pearson Education, Inc. All rights reserved.

Introduction: Strategic Organizational Communication: Professional Applications of Organizational Communication

Objective 11.1 Express the need to analyze situations, select and implement communication strategies for the desired impact

© 2016 Pearson Education, Inc. All rights reserved.

11.1 Introduction: Strategic Organizational Communication: Professional Applications of Organizational Communication

- Definition- Factors of strategic organizational

communication

© 2016 Pearson Education, Inc. All rights reserved.

Describing Strategic Organizational Communication

Objective 11.2 Describe strategic organizational communication

© 2016 Pearson Education, Inc. All rights reserved.

11.2 Describing Strategic Organizational Communication

• Perspectives on Strategic and Organizational Communication- Key points of strategic organizational communication

- Organizational stakeholders - Communication channels

Copyright © 2016 Pearson Education, Inc. All rights reserved.

The Organization and Its Environment

Objective 11.3 Express how a proper analysis of changing organizational opportunities and threats is important for effective communication

© 2016 Pearson Education, Inc. All rights reserved.

11.3 The Organization and Its Environment (1 of 4)

• Multiple Publics- Publics

- Points to consider when planning organizational strategy

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.3 The Organization and Its Environment (2 of 4)

• Environmental Scanning- How environmental scanning works

- How information is gathered

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.3 The Organization and Its Environment (3 of 4)

• The Global Environment- Overview

- Globalization

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.3 The Organization and Its Environment (4 of 4)

• SWOT Processes- SWOT

- Corporate strategy - Types of strategy - Phases of SWOT analysis

Copyright © 2016 Pearson Education, Inc. All rights reserved.

Strategic Organizational Communication

Objective 11.4 Express the complexity of strategic organizational communication

© 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (1 of 10)

• Public Relations- Description

- Public relation activities• Communicating an Organization’s Image

or Reputation- Image or reputation

- Image communication

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (2 of 10)

• Internal Communications- Role of internal communications

- Activities of internal communication specialist• Public Affairs and Issues Management

- Work involved under public affairs and issues management

- Steps in issue management

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (3 of 10)

• Marketing- Definition

- Responsibilities of marketing• Integrated Marketing Communications

- Definition - What companies can do through marketing

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (4 of 10)

• The Marketing Mix- Tools of marketing

- Types of strategy in marketing - Tools of sales promotion• Advertising

- Definition - Requirement of advertising campaigns

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (5 of 10)

• Branding - What is branding?

- Features of branding

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (6 of 10)

• Relationship Marketing and the Use of Marketing Databases - Communication & relationship marketing

- Computerized database - Ways of gathering information

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (7 of 10)

• Media Relations - How media relations works

- Role of media relations specialist• The Media Interview

- Responsibility of media relations professional - Understanding media interviews

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (8 of 10)

• Risk and Crisis Communication - Stages of crisis

- Strategic crisis communication - Communication priorities

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (9 of 10)

• Technology and Strategic Organizational Communication - Social media

- Types of social media

Copyright © 2016 Pearson Education, Inc. All rights reserved.

11.4 Strategic Organizational Communication (10 of 10)

• Evaluating Strategic Organizational Communication - Web pages

- Factors evaluating communication effectiveness

Copyright © 2016 Pearson Education, Inc. All rights reserved.

Ethical Issues in Strategic Organizational Communication

Objective 11.5 Relate strategic communication to ethical and value issues faced by organizations

© 2016 Pearson Education, Inc. All rights reserved.

11.5 Ethical Issues in Strategic Organizational Communication

- Issues resulting from planned communication - Ethical organization

Copyright © 2016 Pearson Education, Inc. All rights reserved.