Strategic Communication for Organization Growth

Presented by Goutama Bachtiar

Strategic Communication and Organization Growth

May 7, 2013

April 12, 2023

Introduction

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Share how communication plays strategic role for organization growth with

communication ROI as its measurement tool that yielded higher ROI for the

stockholders, lower employee turnover , and overall business’ financial

performance

Today’s Objective

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1. Describing Five Organizational Variables

2. Redefining Strategic Communication

3. Describing Six Characteristics Impacting

4. Identifying Seven Steps in Strategic Communication Process

5. Applying Strategic Communication Outcomes

Today’s Agenda

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1. Organizational purpose (aim, strategy)

2. People (employee, customer, supplier, partner, vendor, distributor, competitor)

3. Organizational size

4. Organizational structure

5. Environmental factors (cultural, geographical, politics, economical, legal, technological)

Five Organizational Variables

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Coordination of actions, messages, images, and any other forms of signaling or engagement intended to inform, influence, or persuade targeted audiences in support of organizational objectives

Redefining Strategic Communication

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1. Issue (information, promotion, warning, explanation, policy, procedure)

2. Audience (clarity, relevant, accurate)

3. Audience needs (put ourselves in their soes)

4. Intended Impact for Organization (how we want the issue be addressed by public)

Strategic Communication Elements

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5. Message (type of message)

6. Channel (digital, non-digital, above the air, below the air)

7. Cost (versus benefit both financial or non)

8. Metric and Measurement (parameter and tool)

9. Ownership, Action, and Timeline (as well as monitoring too)

Strategic Communication Elements (cont’d)

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1. Organizational purpose (aim, strategy)

2. People (employee, customer, supplier, partner, vendor, distributor, competitor)

3. Organizational size

4. Organizational structure

5. Environmental factors (cultural, geographical, politics, economical, legal, technological)

Six Characteristics Impacting

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1. More and more enterprise social network deployed

2. BYOD trend is arising

3. Positive economic outlook and internet penetration

4. Higher level of education and IT literacy

Navigating Digital Communication

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1. Consumerisation of IT driven by principal, operator, vendor, company policy Paperless or less paper policy to save costs

2. Go Green initiatives esp in emerging countries

3. Environmental factors (cultural, geographical, politics, economical, legal, technological)

Navigating Digital Communication (cont’d)

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1. Infrastructure getting improved

2. Affordable communication cost

3. Valuing Its viral effect

4. CRT TV is so yesterday

5. Go Green initiatives esp in emerging countries

Strategic Communication Approach

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1. Infrastructure getting improved

2. Affordable communication cost

3. Valuing Its viral effect

4. CRT TV is so yesterday

5. Go Green initiatives esp in emerging countries

Digital Media Getting Dominant

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1. Social media are today’s channel

2. More people in social space i.e. 900m+ Facebookers, >450m in Sina Weibo

3. Driven by youngsters (13 to 24 y.o.), public figures such as celebs, leaders, and officials

We are in the Social Business Era

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1. Hundred of social networks out there and counting (P.S: interest-based)

2. Chief Social Media Officer (CSMO) on the rise

3. Pretty specific for particular countries

We are in the Social Business Era (cont’d)

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Iterative as in a cycle happens over and over again focusing on when and how in particulary aligned with business strategy and company objectives

Based on principle by being proactive and take responsibility to factors influencing organizational success

Outcome as a communication result brought in for internal and external stakeholders

Strategic Communication Process

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1. That the right shareholder

2. Receive the right message

3. From the right person or group representing the organization

Seven Steps in Strategic Communication Process

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4. Through the best channel

5. At the most appropriate time

6. In order to obtain appropriate action and reaction

7. That facilitates the organization’s success in meeting its business objectives

Seven Steps in Strategic Communication Process (cont’d)

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1. Desired impact on attitude, knowledge or behavior of shareholders

2. Messaging and channels have future perspective and respect the past

3. Management intervention are indicated based on need

4. Measureable and socialized inside and outside the organization

Strategic Communication Outcomes

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4. Through the best channel

5. At the most appropriate time

6. In order to obtain appropriate action and reaction

7. That facilitates the organization’s success in meeting its business objectives

Applying Strategic Communication Outcomes

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Dell

Known for "Dell Direct", not only describes its business model but also explains a unifying communications statement how they relate to customer, employee, competitor and stakeholder.

Case Studies (cont’d)

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They use communication to create alignment among strategy, messages, employees, Wall Street and the media.

They always modify messages by

constituency.

The communication function breaks strategy into pieces and sells the right pieces to the right audience.

Case Studies (cont’d)

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FedExDownturn economy few years ago pushes them to lay off employees. But they realized their crews' goodwill and morale is key to success of exceedingly customer-facing strategy.

Not only offered voluntary severage packages to departing employees, but communicated this internally to nearly 13,000 staff and externally through multifaceted channels to maintain loyalty, customer trust and good graces of Wall Street

Case Studies

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FedExCorporate VP or worldwide corporate communication with HR Group and external suppliers communicated it to those eligible for early retirement or voluntary severance through hot lines and websites

Case Studies (cont’d)

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Quoting MIT Sloan Management Review:

1. Executives (CEO, CFO, CMO) should be involved, not only communication’s

2. Integrated way of communication: investor, media relation, internal

3. Important relationship matters more than structural’s

Strategic Communication Best Practice

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4. Top communicators should have general management skills

5. Communication should have long term orientation

Strategic Communication Best Practice (cont’d)

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Q & A

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THANK YOU!