Tutorial 2

-
Communicating Strategically

Objective:
Learning what it means to develop a cohesive communication plan within an organization, emphasizing on the critical link between corporate communication and the firm’s overall corporate strategy.

Contents:
Part I - Communication Theory
·      History started with Aristotle - 367-347 BCE
·      Developed rhetoric (3 components):
1. Speaker (corporation)
2. Subject: message needs to be conveyed
3. Person (recipient/customers): message will be delivered
·      Communication Model (Laswell, 1948); “who (speaker) says what (subject) in which channel (medium) to whom (recipient) with what effect (effect).”
Figure. Consolidated Corporate Communication Strategy Framework
·      Later, Braddock added to the model on the “intent of the message.”
·      Shannon-Weaver Model (1948) – creation of signal which called “noise source” that may interfere with the integrity of the signal.
·      (Gerbner, 1956): communication model based on Shannon-Weaver models; introduced the role of “perception.”
·      Led to the development of Corporate Communication Strategy Framework (pg 31).
·      The interrelationships of these variables determine;
1.Which message will be effective and which will not.” (Shelby, unknown)
2. The most effective tools for communicating the message
·      It is critical to use a coherent communication strategy; effective strategy leaves impact.

Part II - Developing Corporate Communication Strategies
a) Setting an effective organization strategy;
1) Determining objectives; communicating reasons
2) Resources available; money, hr, & time
3) Diagnosing organization’s reputation; image credibility
b) Analysing constituencies;
1) Who are your organization constituencies? Primary & Secondary (pg. 36)
2) What is their attitude toward organization?
3) What do they know about the topic?
c)Delivering message effectively;
1) Choosing appropriate communication channel. (pg. 41)
2) Structure message carefully.

Constituencies’ responses; (pg. 43); assessing result/feedback.

Outcome:

·      Understand how corporate communication is connected to corporate vision.

Comments

Post a Comment

Popular posts from this blog

SEJARAH KEMERDEKAAN SABAH

-
Sabah yang dahulunya pernah dikenali sebagai North Borneo telah mencapai kemerdekaan daripada British melalui penubuhan persekutuan Malaysia pada 16 September 1963 yang diilhamkan oleh Yang Teramat Mulia Tunku Abdul Rahman Putra Al-Haj selaku Perdana Menteri Tanah Melayu. Berdasarkan kepada sumber-sumber sejarah menunjukkan bahawa Sabah pada asalnya merupakan jajahan Kesultanan Brunei. Walau bagaimanapun, pada tahun 1704, sebahagian besar wilayahnya di pantai timur dan utara telah dihadiahkan kepada Kesultanan Sulu sebagai balasan kerana membantu sultan Brunei menewaskan seterunya di Pulau Cermin. Sistem kerajaan berkonsepkan kesultanan di Sabah mula terpadam dalam lipatan sejarah apabila wilayah-wilayah di Sabah diserahkan oleh Kesultanan Sulu dan Kesultanan Brunei kepada British North Borneo Chartered Company (BNBCC) pada abad ke-19. Pada tahun 1881, Sabah secara rasminya telah ditadbir oleh BNBCC dan dijadikan negeri naungan kerajaan British pada tahun 1888. Dalam erti kata lain,...
Read more

KRONOLOGI MASYARAKAT PERIBUMI SABAH SEDASAWARSA SEBELUM MERDEKA

-
New Sabah Times, ms. , 9 November 2009 JAKARIA DASAN, jakaria@ums.edu.my Penghasilan buku-buku yang lengkap dan menyeluruh mencakupi pelbagai aspek sosio, ekonomi, politik dan pendidikan mengenai masyarakat peribumi negeri Sabah tidak begitu banyak terdapat di pasaran. Justeru itu, Universiti Malaysia Sabah dengan komitmen para pensyarahnya telah berusaha mempertingkatkan koleksi buku-buku ilmiah sedemikian. Salah satu daripada buku berkaitan adalah buku hasil tulisan Siti Aidah Hj Lokin yang bertajuk “Perubahan Sosioekonomi dan Pentadbiran – Masyarakat Peribumi Sabah (1881-1963).” Penulis adalah merupakan pensyarah bidang Sejarah Malaysia dan mengajar kursus Hubungan Etnik di Pusat Penataraan Ilmu dan Bahasa (PPIB), Universiti Malaysia Sabah. Menerusi kajian mendalam beliau melalui literatur, artikel, tesis, surat khabar, karya perkamusan dan temu ramah dengan beberapa tokoh masyarakat peribumi Sabah itu sendiri, beliau berjaya menghasilkan sebuah buku terbitan Penerbit UMS yang mempe...
Read more

THE ESSENCE OF EFFECTIVE COMMUNICATION

-
Can you imagine how life is going to be, if there is no standard and accepted forms of communication? The immediate situation that I can visualize is the chaotic event of ordinary life. People will eventually see what others are doing are for their mutual benefit. Everything seems to be for individual interest only. Most of the time people engage in surface acting behavior and there is a tendency of social loafing in group activities. In short, people actually don’t care on good interpersonal communication. In addition to that, there is an absence of the quality of work life found in any organization. Off course, nobody wants this scenario to happen in his or her life. In order to improve the quality of work life, we need to understand and establish proper communication process. The communication process involves steps between a source and a receiver that result in the transference and understanding of meaning. The sender initiates message by encoding it through the right channel. Th...
Read more