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Bahan kuliah Corp Comm S-1 Des 2010

1

Developing Corporate Communication Strategy &

Communication Plans

Syafiq B.Assegaff

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Developing Corporate Communication Strategy & Communication Plans

A. Developing CorComm Strategy B. Developing Communications

Plan.

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A. Developing corporate communication strategy Steyn (2000c) developed a model for formulating corporate

communication strategy as a functional strategy. This model consists of an analysis of the organization's internal

environment, as well as stakeholder and issues analyses of the external and internal environment, by means of environmental scanning.

The organization's key strategic issues (strategic organizational issues, strategic communication issues and tactical communication issues) are identified.

The impact of these strategic issues on each of the stakeholder groups are also identified and becomes the focus of the communication with the strategic stakeholders. Communication goals to be addressed in the implementation phase are developed based on the corporate communication strategy for each strategic issue. A communication policy is formulated, an overall media/channel analysis is conducted and a strategic communication plan is developed.

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CORPORATE COMMUNICATION STRATEGY

1. ANALYSE THE INTERNAL ENVIRONMENT2. IDENTIFY STRATEGIC STAKEHOLDERS AND PUBLICS: (in the internal and

external environment)3. IDENTIFY AND DESCRIBE KEY STRATEGIC ISSUES: (differentiate between

types of strategic issues)4. IDENTIFY THE IMPLICATIONS OF EACH STRATEGIC ISSUE: (for each of the

strategic stakeholders)5. DECIDE ON THE CORPORATE COMMUNICATION STRATEGY: (what must

be communicated to solve the problem/capitalize on the opportunity)6. SET COMMUNICATION GOALS: (based on the corporate communication

strategy)7. DEVELOP COMMUNICATION POLICY: (who is allowed to communicate what

to whom)8. DRAFT TO TOP MANAGEMENT.9. CONDUCT AN OVERALL CORPORATE COMMUNICATION MEDIA

ANALYSIS: (which kinds of media best suit the organization)10. DEVELOP A STRATEGIC COMMUNICATION PLAN: Communication

programs/campaigns/plans

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B. Developing a communication plan.

Communication plans, programs and campaigns should be managed strategically.

This means that their objectives should be aligned to the organization's enterprise/corporate/business/functional strategies.

During the corporate communication strategy phase (see A above), only broad communication goals are set -- flowing naturally from the strategic issues (both organizational and communication).

In the communication planning phase (see below), communication plans/campaigns/programs are developed around these goals.

A number of communication objectives are set for each communication goal, and implementation strategies and activities are developed to achieve these objectives, by conveying specific messages to targeted publics.

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DEVELOPING A CORPORATE COMMUNICATION PLAN1. RESEARCH: 2. PLANNING3. ADAPTATION STAGE4. MESSAGE5. IMPLEMENTATION STRATEGY AND ACTIVITIES6. SCHEDULING7. BUDGET8. EVALUATION RESEARCH9. SELLING THE PLAN TO TOP MANAGEMENT

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DEVELOPING A CORPORATE COMMUNICATION PLAN

1. RESEARCH: a. Problem or opportunity statementb. Situation analysis

2. PLANNINGa. Communication goals (overall, long term)b. Communication objectives (specific, short term)c. Management liaison

3. ADAPTATION STAGEa. Specific target groupsb. Statement of limitations

4. MESSAGEa. Central message derived from goalsb. Message for each target publicc. Theme/slogan

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DEVELOPING A CORPORATE COMMUNICATION PLAN

5. IMPLEMENTATION STRATEGY AND ACTIVITIESA. Implementation strategy (what)B. Activities (how)C. Central action/special eventD. Media for each activity

6. SCHEDULING: day, week, month

7. BUDGET: cost of each activity

8. EVALUATION RESEARCHA. Process/impactB. In-process/internal/externalC. Formative/summative

9. SELLING THE PLAN TO TOP MANAGEMENT