strategic communication
DESCRIPTION
Strategic Use of CommunicationTRANSCRIPT
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Success Dynamics Success Dynamics International International TM
Presents:Presents:
Creating a Plan for Success
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• It articulates, explains and promotes a vision {and mission} with a set of well-defined goals.
• It sets the framework and tone for the allocation of resources to achieve objectives.
• It creates a consistent, unified “voice” that links diverse activities and goals in a way that appeals to various audiences and stakeholders.
• It focuses attention and effort based on hierarchical objectives and environmental constraints.
Success Dynamics International
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Strategic DimensionsStrategic Dimensions• Audience:
– Who are the pertinent audiences, partners and stakeholders?
• Performance:– Who is accountable for
articulating the message? How?
• Message:– What does the organization
want/need to say? How are messages best crafted to convey meaning and connect?
Success Dynamics International
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Strategic Strategic DimensionsDimensions
• Media:– What mix of channels
should be chosen? How rich do exchanges need to be?
• Assessment:– How and when are
structures and programs evaluated as to effectiveness?
Success Dynamics International
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• Define goals and objectives• Determine budgeting and scheduling of resources• Create tactical parameters for coordination and
implementation {execution}• Set control {evaluation} based on costs and benefits• Create monitoring systems• Optimize resource effectiveness and
limit waste• Set the framework for continuous learning
and improvement• Create review/audit structure
Success Dynamics International
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• What are the associated costs and benefits of communication?
• How is content controlled and verified?• Are personal and nonpersonal methods
appropriately integrated?• How credible are the messages?• Is there a consistent set of communication?• How is external noise managed?• Does communication address change and
continuous improvement?• Are efforts subject to regular, objective
review?Success Dynamics International
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Ultimate Goal of Communication is
to facilitate a change in
behavior….to achieve
Management Objectives.
~World Bank 2001~
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• Assess the message relative to content, context and intent
• Connect with audience demographics, psychographics, psycho/social and behavioristic traits
• Custom tailor for impact• Apply appropriate media• Assess effectiveness
based on results
Success Dynamics International
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• Send the right message
• To the right audience
• At the right time• In the right way
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Strategic Analysis• Mission & Contribution to Objectives
• Strengths/Weaknesses/Opportunities/ Threats
• Effective Internal & External Allocation of Resources
• Execution
• Evaluation & Control Procedures
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Leadership & Teambuilding Communication
Handling Confrontation, Conflict & Contention
Service & Performance Improvement Communication
Influence & Persuasion
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