Strategy. Purpose and practice.

UvA

Amsterdam, 16 October 2014

Strategy. Purpose and Practice

Frank Körver @fclkorver

Charlotte Bouman @charlotbouman

GKSV linkedin.com/company/gksv

Strategy. Purpose and practice

Topics today

Strategy & communications

Practice

Running an agency

I

II

III

Communications?

Board / CEO

Business Unit A Business Unit B Business Unit C

Corporate Comms ICT

HRFinance

Role of communications

To build a strong, loyal, well-informed and engaged workforce

Communications: important roles

To develop and manage the overall reputation of the business

…

Strategy

What is strategy about?

What strategy is all about

A method or plan

to realize a desired future

such as achievement of a goal

or a solution to a problem

An online definition

Making smart choices to realize a certain goal

Strategy

What is the difference between

strategy and tactics?

Example of questions we help to answer

What should be our strategy in 2015?

How can Corporate Communication best help realize corporate goals?

How should we solve reputational issue X?

How can we best influence governance / regulation?

…

Strategy & communications

Corp

CommsGoal

Reality?

Strategy & communications

Corp

CommsGoal

Context

So … what does this mean?

Excellent strategy development: criteria

1. No vision? No goal? No strategy!

2. Strategy is about making hard choices

3. Teamwork

4. When context changes …

5. …

Strategy. Purpose and practice

Topics today

Strategy & communications

Practice

Running an agency

I

II

III

InsightsQuestion

What are the most important challenges for Chief Communication Officers?

Insights

Linking business strategy and communications45%

Building and maintaining trust39%

34%

Five most important issues for communication management

32%

Dealing with the speed and volume of information flow

Coping with the digital evolution and the social web

31%Matching the need to address more audiences

and channels with limited resources(European Communication Monitor 2014)

Communications in 2020

Brand

Leader

Linking pin

Enabler Change

Accelerator

Challenge?

Leadership in communications

Twisted

professor

Professional

hobbyist

Passive

professional

Innovative,

challenging

Not innovative, old-skool,

passive

Importance / added value

of comms is very clear

Importance / added value

of comms is not clear

How do we support our clients building strategic communications departments?

Cases

Understand the ambition and strategy of the company

Our approach: it starts with understanding …

Understand the biggest internal and external challenges

Understand the history of the CorpComms department

Understand our client

And then … let’s go !

Questions? Thoughts? Ideas?

Practice

Strategy. Purpose and practice

Topics today

Strategy

Practice

Running a strategic agency

I

II

III

Entrepreneurship in Communications

What do you really, really, really

want to know?

Want to start an agency? Or want to work at an agency?

Thank you

Amsterdam, October

#GKSV

@fclkorver @charlotbouman