UNIT 3

​ UNIT 3

Developing a Communication Strategy

What is a communication strategy?

A communications strategy, or plan, is a document that expresses the goals and methods of an
organization's outreach activities, including what an organization wishes to share with the public and
whom the organization is trying to reach. Generally presented as an internal document, a
communications strategy should serve as a guide for any media and public relations activities in
which the organization is engaged.

Developing a communication strategy can take from a few weeks to a few months, depending on the
scope of the strategy

Why develop a communication strategy?

A communication strategy guides an entire program or intervention. It sets the tone and direction so
that all communication activities work in harmony to achieve the desired change. Strategic activities
are more likely to promote change.

Who should develop a communication strategy?

The program team, including program managers and communication specialists, should work closely
with relevant stakeholders (Stakeholders are those who are affected by, have a direct interest in) and
partners (Partners could include various government ministries and international non-governmental
organizations) to develop the communication strategy. The number of people involved in developing
a communication strategy will depend on the purpose of the strategy (for example, a marketing
strategy for a single product might require fewer people while a comprehensive national strategy for
increasing demand would involve more people).

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STEPS TO DEVELOP A COMMUNICATION STRATEGY

STEP 1: COMMUNICATION TEAM

Assemble your core communications team. Perhaps an obvious first step, but an important one, is
to assemble the core communications team of people you will need to develop, gain support for and
promote

Determine Method for Engaging Stakeholders and Partners

There are several ways to engage stakeholders and partners in developing a communication strategy.
This step is important not only to have valuable, wider input, but also to ensure that stakeholders and
partners feel consulted. One of the most common methods is to hold a participatory stakeholder
workshop where program staff and stakeholders jointly develop each piece of the strategy. Other
methods include conducting stakeholder interviews, establishing core working groups that consult
with stakeholders after key pieces are developed, or engaging stakeholders to review and approve the
strategy.

Step 2: Set the communication goal and objectives

Your communications objectives must be rooted in the commercial aspirations of your business. Ask
yourself in what ways communications can help you achieve your objectives as a business and what
it is that you are trying to communicate.

Some communications strategies will be extremely targeted e.g. launching a new product, whilst
other will be much longer term e.g. to communicate the developments in your business model. In
each case, you need to clearly understand what you are trying to communicate to achieve your
commercial objectives.Last, set the time frame for the expected change. This could be months or
years. State the beginning and end dates.

objectives should be SMART:

● Specific
● Measurable.
● Achievable.
● Realistic.
● Time-focused.

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Step 3: DETERMINE TARGET AUDIENCE

This is a pivotal step in developing your communications strategy. In order to define your target
audience, the following points should be considered:

● Demographics. Demographics are simply basic statistical information about people, such as
gender, age, ethnic and racial background, income, etc.
● Geography. You might want to focus on a whole town or region, on one or more
neighborhoods, or on people who live near a particular geographic or man-made feature.
● Behavior. You may be targeting your message to smokers, for example, or to youth engaged
in violence.
● Psychographic:

Building the profile of your target audience will help you to determine more clearly the direction of
your communications strategy. Put simply, you need to get inside the head of your target audiences.

Step 4: DETERMINE KEY MESSAGES

Once you have established your communication objectives and who you are targeting, it is important
to develop a simple ‘story’ to underpin your communications strategy. Your ‘story’ should concisely
convey your key messages and the essential points that you are trying to communicate.

When creating your message, consider content, mood, language, and design.

1. Content

In the course of a national adult literacy campaign in the 1980’s, educators learned that TV ads that
profiled proud, excited, successful adult learners attracted new learners to literacy programs. Ads that
described the difficulties of adults with poor reading, writing, and math skills attracted potential
volunteers. Both ads were meant to make the same points – the importance of basic skills and the
need for literacy efforts – but they spoke to different groups.

You should craft your message with your audience in mind; planning the content of your message is
necessary to make it effective.

2. Mood

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Consider what emotions you want to appeal to. The mood of your message will do a good deal to
determine how people react to it. In general, if the mood is too extreme – too negative, too
frightening, trying to make your audience feel too guilty – people won’t pay much attention to it. It
may take some experience to learn how to strike the right balance. Keeping your tone positive will
usually reach more people than evoking negative feelings such as fear or anger.

3. Language

There are two aspects to language here: one is the actual language – English, Spanish, Korean,
Arabic – that your intended audience speaks; the other is the kind of language you use – formal or
informal, simple or complex, referring to popular figures and ideas or to obscure ones.

STEP 5: SELECT CHANNELS

The media via which you communicate is the essential mechanism in your communication strategy.
Decide which communication channels will best reach the audience. It is effective to use a variety of
channels, keeping in mind that there is no one perfect channel. There are some broad categories of
channels:

1. Interpersonal (person-to-person or small group interaction and exchange)

2. Mass media

3. Digital and social media

Many communication strategies identify a lead channel and supporting channels. Select a mix of
channels that makes sense for the strategy, taking into consideration:

● Strengths and limitations of each channel

● Audience habits and channel preferences
● Communication environment
● Program objectives
● Fit between messages and channels
● Available resources

Normally, a communication strategy identifies the mix of channels that will be used.

STEP 6: RESOURCES

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With cost-cutting front of mind and budgets under increased pressure, it is crucial to match your
communications strategy to your budget. Bear in mind that the more complex the task the greater the
cost. Ideally there are three steps for managing budgets

● First, defining resources that are important for implementing a campaign such as human,
time, material and equipment .
● Second, determine the quantities of those resources that will be used.
● Finally, estimating the costs of the resources.

Information that comes from three steps is very useful for planning the budgets.

The balance of these three factors will ultimately determine how complex a communications strategy
you undertake and the investment therein.

STEP 7: THE IMPLEMENTATION PLAN

The implementation plan details the who, what, when and how much of the communication strategy.
It covers partner roles and responsibilities, activities, timeline and budget considerations.

To determine roles and responsibilities, first consider what competencies and skills are necessary to
achieving the objectives outlined in the strategy. Then, ask which partners and staff have those
competencies and determine who will be responsible for each area.

Next, review the activities planned and compare them to partner and staff competencies. Assign
responsibility for each activity. Then, establish a timeline for the activities.

Now it’s just a matter of putting the details together – actually composing and designing your
message (perhaps more than one, in order to use lots of channels), making contact with the people
who can help you get your message out, and getting everything in place to start your communication
effort.

STEP 8: Develop a Monitoring and Evaluation Plan

Finally, although it is difficult to obtain a picture of the total effect of your campaign, assessing the
success of your strategy is essential. Measure the outcomes of your campaign, whether your
objective has been reached and use this to determine what you need to modify in your ongoing

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communications. Always remember that constant improvement is the key to a successful

communication strategy.

It is important to develop a monitoring and evaluation plan before the program begins. During the
development of the strategy, create a draft plan that includes methods for monitoring and evaluation.
A smaller team can detail and finalize the plan after all partners agree on the draft.

Involve key stakeholders from the beginning and ensure their meaningful participation.

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TOPIC 2: Perspectives on Organizing

Communication: Vertical, Horizontal and
Lateral

Business Organization?

An organization represents a people’s group who share similar interests and goals. A bank would be
an excellent example of this arrangement. We could also refer to it as an agreement in society
between individuals or groups that establish relationships on a social, religious, political or
commercial platform.

Some of the results of effective communication (both sender and receiver must understand the
communication) are that it helps the companies to keep the company healthy, maximizes its profits,
and not only keeps its employees engaged and in a happy nature, but also helps them to sufficiently
focus on their job for achieving the company’s goals.

Communication is very important for an organization and an organization would cease to exist
without it. Its main functions are to exchange information, drawing up proposals, plans, and
agreements, implementing decisions, forwarding orders or fulfilling them.

VERTICAL COMMUNICATION
Vertical communication, which is the transmission of information between different levels of the
organizational hierarchy.

Communication that moves through a chain of command typically is vertical in nature. Rules and
mandates come down from the top leadership to management and trickle down to the front-line
supervisors, eventually reaching the workers. When workers have an issue, they usually talk first to
their immediate supervisor. The chain of command dictates that supervisors report the issue to their
managers, who then are responsible to carry the information up to the executive offices.

Various channels used to send information up and down the chain of command also affect the ways
it’s perceived and acted upon. When passed on verbally, information is tainted by body language,
spoken nuances and personalities of the informant. The person receiving the information brings
various filters to every conversation that can change the intention of the information. Written
communication, on the other hand, when passed on unchanged, may effectively send a consistent
message through an organizational structure. Although electronic communication can be more easily

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manipulated, organizations may utilize a wide range of applications to get and receive pertinent
information.

TYPES OF VERTICAL COMMUNICATION

Upward Communication

This represents the information flow from lower down in the hierarchy to those in higher positions,
thus preventing the organization to experience a vacuum in terms of not only the proper receipt of
information, but also solutions to other problems that the company may face.. Undoubtedly,
communication is a two-sided sword, but for it to work efficiently, information must originate at the
bottom, and move upwards. The benefits of upward communication to the staff include the exchange
of ideas and information, job satisfaction and the provision of feedback.

● Reports feedback
● suggestions
● complaints
● grievances
● explanations
● issues

Downward Communication

The flow of information and instructions from the top levels of the organization to its lowest levels,
detailing the mission and the policies, is normally referred to as downward communication. These
may be in the form of specific instructions or guidelines to complete a full project. This information
flow can be used to pass on important matters and instructions, announce decisions and promote
mutual discussions, cooperation, and morale, enhance efficiency and obtain feedback.

● Decisions
● Policies
● Orders
● Instructions
● Notices
● Awards
● Benefits

HORIZONTAL/LATERAL COMMUNICATION
Horizontal communication, also called lateral communication, involves the flow of messages
between individuals and groups on the same level of an organization, as opposed to up or down.
Sharing information, solving problems, and collaborating horizontally is often more timely, direct,

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and efficient than up or down communication, since it occurs directly between people working in the
same environment. Communication within a team is an example of horizontal communication;
members coordinate tasks, work together, and resolve conflicts. Horizontal communication occurs
formally in meetings, presentations, and formal electronic communication, and informally in other,
more casual exchanges within the office.

DIAGONAL COMMUNICATION
Diagonal communication is the sharing of information among different structural levels within a
business. This kind of communication flow is increasingly the norm in organizations (in the same
way that cross-functional teams are becoming more common), since it can maximize the efficiency
of information exchange. The shortest distance between two points is a straight line. Diagonal
communication routes are the straight lines that speed communications directly to their recipients, at
the moment communication is necessary. Communications that zigzag along horizontal and vertical
routes, on the other hand, are vulnerable to the schedules and availability of the individuals who
reside at each level.

Some of the other components of communication are enumerated below:

Face-To-Face Communication

Still the oldest, but the most effective mode of communication is the face-to-face type that requires
the physical presence of both parties involved. Once this is achieved, further discussions can be held
at any time. In this way we will directly convey our feelings, passion and commitments to an
individual or at a group meeting.

Phones

The phone is a more personal form of communication than the email, and can add a personal touch to
explain some complexity that cannot be put into a message. Its great advantage is that we can reach
people with clarity, all round the globe.

Written Form of Communication

Several forms of communication including formal letters, posters, business memos, bulletin boards
and other diverse forms of communication form part of the written form of communication. This is a
good choice for those wanting to convey the same message in writing to several people at different
locations. Such messages are also created for purposes of a record of corrections or for legal
purposes.

Electronic Form of Communication

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The continuous evolution of technology has had a profound effect on the way business
communications are conducted these days, including email, social networking, text messaging, and
chat. Most companies use electronic messaging to communicate quickly with multiple recipients
outside like stakeholders who can include employees, creditors, shareholders, unions, suppliers and
the community in general, at low cost.

Communication by Email

Today, e-mail takes priority over most communication modes, for its mainly cheap, fast and good
features, giving it an edge over others in communication with the remotest parts of the globe, in a
manner that both the sender and receiver find convenient. E-mail gives us the opportunity to send
documents, pictures or videos at the flick of a mouse, with the same credibility as faxing it or
delivering by hand.

S​ocial Networking Services

This is an ideal web based platform facilitating the sharing of social relations among people with
similar interests. The participants in this platform share information and interact with each other on
this social network, using the e-mail and instant messaging services like Facebook, Twitter, and
mobile messaging like WhatsApp etc.

Text Messaging

Sending brief electronic messages from one mobile phone to another is usually referred to as texting
or text messaging. The original SMS or the short message service has now evolved into the MMS or
the messages that contain sound, video and images. The one who sends a message is called a Texter.
Direct text messaging is also useful to Service providers to send out information about bill payment
and offers.

Online Chats

A text message sent over the Internet as short text messages, quickly responded to by the recipient, is
another form of electronic mode of communication called Online Chat. This form of communication
alludes to .a spoken conversation, except that it is through the computer. We must understand that
this communication must not be confused with online text based communication forms like the
e-mail. Point-to-point communication is served by online Chat, which can also be useful in web
conferencing.

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TOPIC 3: Corporate Identity Audit: Concept And

Steps

CONCEPT
Corporate identity makes the organisation’s strategy, structure and vision visible.Every organisation
has a unique identity. Companies face challenges to their identity from all sides. These are the
principal reasons why identity is becoming an increasingly important topic in company boardrooms.

“The purpose behind a corporate identity audit is plain and simple: to gain a fundamental
understanding of where corporate identity stands in its current state.”
The majority of businesses go through the process of auditing their corporate identity when they have
a vested interest in making a change within their organization. Maybe they’re refreshing their current
look. This would be a perfect time to take a look at current corporate identity and see where it has
shifted since its inception.

A strong corporate identity empowers and inspires employees. It’s the foundation on which a strong
organization can be built. If the foundation is cracked in certain areas, it would be in the
homeowner’s best interest to audit the situation and put the proper processes in place to fix it. The
same goes with companies and their corporate identities.

The corporate identity mix consists of symbols, communication and behavior which must all be in
alignment to create a strong and unambiguous impression of an organization. Symbols such as the
logo, name, typography, color palette and graphics are primarily perceived as instrumental in
expressing the identity of an organization

Nevertheless, many companies spend millions on developing or adjusting their CVI. Unilever, for
example, invested ten million euros in developing and implementing a new logo.

Audits in the area of corporate identity focus on ways in which employees perceive the organization
or external stakeholders. The main methods used are surveys and interviews.

Reasons for conducting a corporate identity audit are acquisitions, mergers, diversifications,
organizational changes or other types of structural, strategic or management change. Other reasons
are misunderstanding of corporate values, or growth of the organization, which may have resulted in
mixed messages about what the company is and stands for.

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PROCESS
Corporate identity audit steps:

step 1: select the audit team,

step 2: assess the key elements in the corporate identity,

step 3: determine who should be interviewed,

step 4: conduct audit interviews,

step 5: audit corporate identity factors,

step 6: summarize salient points,

step 7: determine the options for change,

step 8: present the audit results, and

step 9: use the audit data to improve the corporate identity.

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PREPARATION

STEP 1: Select the audit team

If the corporate identity audit process is to be taken as important or strategic issue it must have
enough influence. In the first step is good to know that audit team may consist of individual with
expertise in sales and marketing, communications, operations, construction management, engineering
and design. The main task is to prepare a written brief that describes the task and should be signed by
chief executive officer .

STEP 2: Assess the key elements in the corporate identity

Even before taking the corporate identity audit, the senior management should be clear about the
context in which that identity operates. This will be of help to make the subsequent identity audit.
Therefore in the second step the audit team should consider the areas in which corporate identity
manifests itself. The main point of the step two is to found out what kind of identity the corporation
has. Is that a monolithic corporate identity or endorsed?.

Internal and external documents, such as websites, annual reports, strategy statements, customer
documentation, internal and external newsletters provide insight into the business and structure of the
organization. These documents also give an impression of how the organization presents itself, either
in words or visually. The corporate visual identity handbook – whether printed or available in digital
form – shows the CVI guidelines (logo or logos, color palette, typography, images, etc. ), their
applications and an indication of when the latest revision took place.

STEP 3: Determine who should be interviewed

In the third step it is important to asses the consensus view of the organization internally and
externally. Even if it’s not possible to select a statistically significant sample, like that is sometimes
the case in very large organizations, this shouldn’t stop the audit team from doing the interviews.
And the second goal is to find out if there are any significant discrepancies between internal and
external perceptions. And finally this step is excellent opportunity to uncover real or political issues
that may either enhance or reduce the acceptance or implementation of corporate identity program
Interviews are the best method for gathering qualitative information using in-depth questions.

EXECUTION

STEP 4: Conduct audit interviews

Before conducting the interviews, the audit team is provided with information about the organization,
the scope of the audit, the interviewees, why they were selected for the audit, and finally instructions
for interviewing. For reason of accuracy the interviews are tape recorded (with the permission of the
interviewee) and transcribed.

In the fourth step, conducting the audit interviews the main objective will be: how much people
know about the corporation and business; what other opinions or judgements people attach to their
knowledge of the organization; how clear and consistent these opinions or judgements are; and how

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far those opinions and judgements vary from the identity which senior mismanagement wish to
project .

STEP 5: Audit corporate identity factors

In the fifth step the audit team needs to assess all corporate identity elements. Be that products,
services and/or environments. A corporate design checklist should be made. And some questions
should be answered, like

● is there a graphics standard program (or corporate identity manual) in place for the current
corporate identity program?,
● is there design consistency?,
● are there ways to reduce the costs of elements that constitute the corporate identity,
● such as eliminating duplicate communications, consolidating sizes, increasing
● volume orders, new ways to use technology...?, and
● would implementing the corporate identity all at once increase the costs?.

STEP 6: Summarize salient points,

Very often, in the sixth step, certain critical and consistent points will emerge. That is the opportunity
for the auditors to uncover those important issues and build a consensus within the organization .

RESULTS

STEP 7&8: Determine the options for change AND present the audit results,

These steps consists of analyzing the results of the interview reports, a meeting with the auditors to
discuss their findings and formulate conclusions and recommendations, and finally the delivery of an
audit report. The audit team has to explore the differences between how the company is perceived
and how it would like to be perceived.

Within the meeting, the analysis involves connecting and interpreting the data, qualifying what is
more or less important, distinguishing between general findings and those just affecting some parts
of the organization. The meeting results in findings, conclusions and recommendations to improve
corporate identity. Although the audit mainly focuses on the organizational aspect, which is divided
into the attention areas, results may also touch on the design or on identity issues. Therefore the
recommendations may comprise:

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● Identity: These recommendations are related to the starting points of the design, the design
philosophy and the development of the Corporate Identity in relation with organizational
developments.
● Design: Developing a Corporate identity does not always imply introducing a new logo. It
may be that typography or the color palette needs adjustments to modernize the CI or to

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enhance the applicability of the CI. Further development may be needed for some application
areas.
● Organization: There are various possible recommendations for managing the CI, These
recommendations do not concern the design of the CI, but rather the organizational
perspective. What needs to be done within the organization to enhance the correct use of the
Corporate visual identity?

The final result is an audit report with findings, conclusions and recommendations.

STEP 9: use the audit data to improve the corporate identity​.

After the audit results are presented effectively, In the last step the auditors should provide ideas for
using corporate identity as a powerful management tool if the identity is to be managed actively and
effectively.

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TOPIC 4: Corporate Advertising: Concept and

Function
​ s

CONCEPT
Corporate advertising is the advertising done for an entire institution/ company/ organization and not
for individual brands or products. This kind of activity is an extension of the Public Relations (PR)
activity done by the company to improve its image in the minds of the general public and increase its
goodwill which is an extremely important intangible asset.

Its objective is to build a firm's corporate image, reputation, and name-awareness among the general
public or within an industry.

We know many companies across the globe which have numerous brands under them. HUL, P&G,
Volkswagen, General motors are some examples. All of these companies also take part in corporate
branding, wherein instead of branding only one particular product or brand, they brand the corporate
itself.

These companies invest in improving the overall perception of the company itself. They want to
prove that the company is ethical and all its brands and products are secondary. The primary focus
for these companies are their customers, which is what they try to prove through corporate
advertising.

TYPES

Corporate advertising comes in four different types:

Image advertising is a type of marketing that attempts to improve the company's reputation or
increase the acknowledgment of its importance in relation to its competitors. It is the type of ad that
educates the public about the company's leadership and market position in an attempt to show the
company as a primary reason a particular industry is prospering or beneficially impacting consumers.

A number of companies have created new names—for example, Accenture, Verizon, and
Allianz—in an attempt to create a new image.

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Other companies and organizations have used image advertising to attempt to change an existing
image. The American Medical Association (AMA), responding to its less-than-positive image among
many Americans who perceived doctors negatively, ran a series of ads portraying doctors in a more
sensitive light. It spent over $1.75 million to highlight the caring, sharing, and sensitive side of AMA
members.

Opinion, or advocacy, advertising is corporate advertising that is primarily concerned with

influencing public opinion on issues of importance to the company. The ad is educational, and may
not even mention the company in a major way. These types of advertisements tend to give the
impression that the corporation is doing a public service by bringing important concerns to the
public's attention. Often, the ad does provide some public benefit, but it is also tied to the company's
interests and bottom line.

Tumblr launched the “Post It Forward” campaign in 2015 to promote positivity and support within
online communities. People were invited to share their personal stories and struggles without the fear
of being judged. Individuals facing emotional or psychological distress could engage in a positive
conversation and find the support they needed.

Recruitment Ad: This is used when the prime objective is to attract employment applications.
Recruitment advertising, includes all communications used by an organization to attract talent to
work within it.

Recruitment advertisements may be the first impression of a company for many people, and the first
impression the firm makes goes a long way to determining interest in the job opening being
advertised.

The Mattel company has manier times presented corporate image advertising designed to attract new
employees.

Investment advertising: is another type of marketing that is designed to attract investors. It focuses
on the financial strength of the company, and the benefits of owning the company's securities. These
ads typically appear in financial publications and other media sources that target the financial
industry. Instead of presenting information on the corporation's products or its overall philosophy,

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investment advertising uses financial information, ratios and historical returns to make a case why
investment in the company is safer and more profitable than other investment options.

FUNCTIONS
There are many functions that corporate advertising can perform and most of the companies spend
millions of money.

1. Reducing the Perceived Risk, Prompt Buying

From the past most of the reputed companies branded themselves due to usage of very strong
advertisement slogans. Those slogans have been designed to influence consumer habits. This
function of corporate advertisement is powerful than the visual product presentations as consumers
are more likely to recollect the popular brand messages due to constant media exposure.

2. Get Rid of Negative Perceptions

If a company is unpopular with or misunderstood by customers to an extent that it harms its business
that can be diminished through proper usage of corporate advertising.

3. Articulate the Strength/Power of the Company

A good proportion of spending on advertising may also signal to potential customers and competitors
that a company is rich and important.

4. Ability to Generate Corporate Contacts

Corporate advertising will help to acquire more business consumer due to the popularity and
reputation of the company. Business customers are more likely to be wooed by price, product range
and personal relationships

5. Increase the Trustworthiness

Corporate advertising by its functioning can says its target audience is much broader than for normal
consumer goods advertising. It is aimed at three specific constituencies: business customers;
opinion-formers (investors, politicians, activists, media) who can influence share prices or strategy,
and employees.

6. Cherish subsidiaries and Enter New Markets

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Not only to enhance the parent company image, corporate advertising can be functioned to permit or
encourage subordinates. Particularly where they are engaged in manufacturing operations-to identify
themselves to their own customers. Also this will enable the company to enter into new
business/markets under the same name.

7. Umbrella Covering

By functioning corporate advertising it covers all the products and services associated with the
company and its strategy which always support with the mission and vision.

8. Enhance the Goodwill

Corporate ads are functioning as to express corporate philanthropic, CSR and community idea which
will be capable of improving their goodwill in public.

9. A pull for New Hires

Perhaps the best function of corporate advertising is to reach employees. It can be a good way to
attract bright new recruits.

EXAMPLES OF CORPORATE ADVERTISING

P & G “Thank You Mom” ad.

On mother’s day of 2016, P&G released a fantastic, eye watering ad on tribute to moms. The ad
showed how Olympic players who won gold and silver, had their moms backing them up from the
time they were children. From learning to walk, going to practice sessions, keeping care of the sick
and helping them realize their dreams – Mom was everywhere. And P&G wanted to salute all moms
across the globe. This ad create a lot of ripples on social media and increased the recall value of the
brand to a great extent.

Hero MotoCorp

Post the split between Hero and Honda, Hero changed its identity to be known as Hero MotoCorp.
This new identity needed to be told to people as the previously known ‘Hero Honda’ had become a
very well known brand. To inform people of the demerger and establish its new identity, Hero
MotoCorp got the famous A. R. Rahman to make an anthem for them. The television commercial

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struck a chord with the viewers who started talking about the commercial and viewing it on the
internet. A concept called ‘Image Advertising’ was used in this where the motive of the advertising
was to change the image of the company from what it was to something new.

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