110 likes | 250 Views
Chapter 27 Communication strategies to reach all stakeholders. Communications strategy. Push strategy Pull strategy Profile strategy. Profile communication strategies. Based on developing trust and commitment through continual dialog.
E N D
Chapter 27 Communication strategies to reach all stakeholders Peggy Simcic Brønn
Communications strategy • Push strategy • Pull strategy • Profile strategy Peggy Simcic Brønn
Profile communication strategies • Based on developing trust and commitment through continual dialog. • Encourages stakeholders to act favorably towards an organization and thus helps it achieve its long-run objectives. Peggy Simcic Brønn
Elements central to development of corporate image Corporate personality Corporate identity Corporate image Peggy Simcic Brønn
Dimensions of corporate identity • Relational • Government, local community, employees, network members • Management • Corporate goals, decision-making, knowledge, understanding • Product • Product endorsement and support, promotional distinctiveness, competitive advantages Peggy Simcic Brønn
Factors used for articulating image • Dynamic -- pioneering, attention-getting, active, goal-oriented • Cooperative -- friendly, well liked, eager to please • Business -- wise, shrewd, persuasive, well organized • Character -- ethical, reputable and respectable • Successful -- financial performance, self- confidence • Withdrawn -- aloof, secretive, cautious Peggy Simcic Brønn
2-dimensional attribute perception matrix High Ideal situation -- exploit and maintain Problem area communications or reality? Importance of attribute to stakeholder Consider whether this is misdirected effort -- CAUTION! Consider whether this really is a problem Low Negative Positive Perceived Performance
Specialized communication networks • Authority networks • Information exchange networks • Task-expertise networks • Friendship networks • Status networks Peggy Simcic Brønn