communication strategy

There is just one thread common to every successful enterprise—every one of them communicates well. They communicate their strengths, their values, and their qualities; they keep their employees, their stakeholders, their clients, their potential clients and government informed; they communicate their excellence.
Strategic Communications: -Strategic communications means using corporate or institutional communications to create, strengthen or preserve, among key audiences, opinion favourable to the attainment of institutional/corporate goals.
Goals of strategic communications:
Promote "bottom line" favourable public policy outcome
Reduce cost of doing business
Support marketing/operational effectiveness
Purpose of Strategic Communications Planning: -To defines strategic, actionable goals, and an implementation approach and plan, to guide communicators and others in designing, preparing and executing strategic communications.
Steps for An Effective organization strategy: -
· Setting objectives
· Deciding on the proper allocation of resources
· Diagnosing the organizations reputation
· Assessment of the constituents involved
· Constituency responses
Uses of communication strategy: -
· To enhance reputation. E.g. advertisement
· To communicate effectively E.g. communicate effectively with employees
· To convince shareholders. E.g. for investments

Components of communication strategy: -
· Organization
· Constituency:
a. Primary: -e.g. employees, shareholders, customers, communities
b. Secondary: -e.g. suppliers, Government (local, regional, national
· Creditors

References:communication strategy(text book)
and By
Peter O'Malley
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