Communication Policy and Strategy

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Communication Policy and Strategy

• Chapter 7
• Total Quality Communication Planning
• David L. Sturges, Ph.D.

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Decision-making Needs
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TQC Planning Model
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TQC Planning Where to Begin

• Guide for all organizational activity
• Tight enough to provide guidance loose enough to
  permit innovation
• Written high in abstraction

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Four Skills In Work

• Operational (Technical)
• Human Relations
• Analytical
• Conceptual

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Skill Distribution
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Putting It Together

• Consistency with stated mission
• If mismatch, inform appropriate management
• Rewrite mission, if necessary

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Putting It Together

• Create functional area mission statements
• Descend from org. mission
• At all levels of organization

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TQC Framework
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Putting It Together

• Identify all publics
• List could be Lonnnng!!
• Use environmental categories to help organize
• Internal
• External
• Direct, Indirect, Nimbus

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Environmental Sectors

• Demographic
• Competitive
• Economic
• Technological
• Political
• Cultural
• Psychographic

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Putting It Together

• Overall image to create in the minds of the
  audience regardless of how they are exposed to
  the organization

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Putting It Together

• Identify all media available to reach audience
• Symbolic Issues
• Credibility in minds of audience
• Ease of use
• Appropriateness to message

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Where do we start?
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Where do we go?
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Where do we go, now?
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Now?
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Present the Plan
Chapter 8 Next Time