UvA Amsterdam, 16 October 2014 Strategy. Purpose and Practice
Strategy. Purpose and practice.
Nov 28, 2014
"Strategy. Purpose or practice?" GKSV-consultants Frank Körver en Charlotte Bouman gaven een gastcollege aan de Universiteit van Amsterdam. Doelgroep: internationale studenten in de laatste fase van hun studie. Ambitieuze studenten, scherpe vragen, prikkelende discussies. Gastcollege was onderdeel van het programma Entrepreneurship in Corporate Communication
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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
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