Corporate Communication
Introduction & Strategy
Phillip G. Clampitt, Ph.D.
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1. Introduction
Corporate communications is the strategic
management of issues and relationships
between an organization and its various
constituent audiences.
Key issues
Strategy
Issues
Relationships with audiences
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Introduction cont.
What CC/PR is Not
Press kits
News conferences
Press releases
Web sites
Schmoozing
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Introduction cont.
Issue Mgt.
Org. Identity
•Strategy
•Audience
Relationships
(AA)
Risk Comm.
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Crisis Comm.
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2. What is strategy?
Macro-level orientation
Implicit or explicit choices resulting in
tradeoffs
 Who vrs. What
 When vrs. How
 Why vrs. What
Goal Setting
Anticipating other’s reactions
Serves as a basis for action
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3. What makes strategy
effective?
Links to organizational goals
Legitimizes some issues/de-legitimizes
others
Shapes memory
Makes sense out of the confusing and
ambiguous
Provides point of identity
Evolves
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4. What are the strategic
options?
Spray & Pray
Sell & Tell
Underscore & Explore
Identify & Reply
Withhold & Uphold
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Types of strategy cont.
Underscore &
Explore
+++
Sell & Tell
Identify & Reply
Spray & Pray
---
Withhold &
Uphold
Great
Little
Amount of Information
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5. Developing the strategy
Discover
Study (Organ., People, Issues)
Discern critical issues
Establish Goals
Create Strategy
Assess
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Developing cont.
Stage 1: Discover
Study
- Organ.
- People
- Comm.
Systems
Discern
Critical
Issues
Stage 2: Create
Establish
Goals
Develop
Strategy
Stage 3: Assess
Implement
Assess
Organizational Environment
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6. Audiences/stakeholders
Activist publics
Intraindustry players
Interindustry players
Potential activist
publics
Customers
Employees
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Legislators
Regulators
Judiciary
Investors
Neighbors
Media
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7. Issues analysis
Issues
Issues
Issues
Issues
Issues
identification
scanning
monitoring-tracking
analysis
prioritization
FACTS - VALUES - CONCLUSIONS
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8. Issue Monitoring/Analysis Form
Name of issue
Monitor’s name
Internal liaisons
External liaisons
Relationship to other
issues
Lions, special-interest
groups
Stage of development
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Implications for org.
Stress points/threats
Opportunities
Public policy plan
Comm. plan
Measurable outcomes
Supporting
documentation
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9. Gap Analysis
Stakeholder’s
Organization
•Performance
•Activities
Gap
•Facts
•Policies
•Values
•Procedures
•Policy
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Expectations
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