...Sample Outline for a Strategic Communication Action Plan The following is an example of an outline for a strategic communication action plan for XXXX County Schools based on the recommendations from an NSPRA Communication Audit Report. The suggested goals were taken from the guiding principles, objectives and action steps detailed in the recommendations in the report. The plan also indicates which of the district’s strategic directions (or goals) the communication goals most directly relate to. Please note that this is an outline and not a complete plan, as there are sections that Communications Office staff and administrators need to address, such as budget, timelines, responsible parties and evaluation measures. Ongoing communication and public relations activities should also be added. While this represents a substantial start on developing a comprehensive communication plan, it requires the input and direct involvement of XXXX County Schools staff and patrons in order to prepare a final plan. Strategic Direction: Highest Student Achievement Suggested Goal: Position XXXX County Schools as “the district of choice” for quality teaching, learning and student achievement. Objectives • Develop clear, consistent messages that are delivered in “one clear voice.” Action steps: ♦ Create a theme. Target audience: Staff; parents; community Budget: Timeline: Responsible persons: Evaluation measures: ♦ Develop key messages for staff, board and key communicators. Target audience:...
Words: 1915 - Pages: 8
...Stuart(2005) argues why annual report is still important. He provides four points that annual report can offer to show the next horizon and resonate with shareholders. Those key messages can guide shareholders effectively in order to realize high financial results. This article explains the report question efficiently what necessary messages and major method communication is demanded to shareholders and possible inventors. While it is limiting since the article come down to checking the characteristic an annual report needs which can exchange ideals efficiently with its main readers. In addition, Stuart(2005,P.2) illustrates many success examples how DTCC change their annual report by using some new methods such as benchmarking approaches and techniques, set up senior communication officer. Those examples are rarely and cannot be seen as evidence. The lack of the source is perhaps it is useful in DTCC but the author does not show some evidence whether they can be used in other companies to communicate with shareholders. Text 1 Goldstein, Stuart Z. 2005, ‘Unleashing the power of the annual report at DTCC’, Strategic Communication Management, vol.9, no.3, pg.30 Text 2 Arumugam, S. 2005, ‘Navigating the web of Financial Reporting’, EBF，issue 23 winter 2005/6, pp.51 Text 3 Australian Shareholders’...
Words: 302 - Pages: 2
...The Key to a Thriving Business: Internal Communication Presented to Mark Medicoff Lecturer John Molson School of Business Concordia University Prepared by Student Comm 212 Section F John Molson School of Business Concordia University October 21, 2008 Table of Contents Executive Summary............................................................................................................iii Introduction..........................................................................................................................1 Background..............................................................................................................1 Purpose Statement....................................................................................................1 Research Methods....................................................................................................1 Body.....................................................................................................................................1 Keys to International Success..................................................................................1 Internal Communication in Business.......................................................................2 Microsoft’s Success in the International Market.....................................................2 DHL’s Success in the International Market.............................................................3 ...
Words: 1453 - Pages: 6
...of internal communication of a reputed consulting firm that has widespread reach on domains such as media intelligence, PR, consulting and training to undergraduate students. The research process included conducting in depth interviews with two of the department heads and also with a reporting subordinate. Other sources include organizational statements posted online and the behavioural aspects of employees as monitored before and during the interview process. The research draws attention to key findings that the organisation fosters open communication and there is a strong commitment from top management towards employees. The communication channels applied most frequently are informal, such as word-of-mouth and telephone coupled with a company intranet or emails which the employees can access. The dialogic communication has paved way for strong interpersonal relationships between the employees. While the firm’s operations are currently goal oriented, as the firm plans to enlarge its scale, operations will lean towards being process oriented. In such situations it will be difficult to sustain an informal communication structure and there will be a realization for a more formal communication structure. The report evaluates this range and concludes that even though the current communication practices in the organization are satisfactory, there is always a scope for improvement as there as in scenarios of expansion. The organization should strategize communication culture to maintain...
Words: 4023 - Pages: 17
...The Changing Nature of Global Economy and the Need for Strategic Communication Business today has become a very big venture and the need for expansion into the global economy is deemed necessary for large company growth. Business’s entering into the global market will need strong communications in order to survive a global economy. The concept of strategic communications will allow a company to expand worldwide with the competency that the correct message is being portrayed. The concept of strategic communications involves understanding the meaning of the strategic communications, the different levels of communications, and the advantages of utilizing strategic communications. Strategic communications, in short terms, is the utilization of the best avenue to portray the message and concept at hand. The definition version is infusing communications efforts with an agenda and a master plan. Typically, that master plan involves promoting the brand of an organization, urging people to do specific actions, or advocating particular legislation. The topic of strategic communications is important because it increases different avenues of communication, provides a consistent and well coordinated delivery of the message or concept, and overall demonstrates the level of professionalism the company has by following distinct procedures. A company operating in a global business market has three different levels the producer can take in order for the consumer to recognize their product...
Words: 686 - Pages: 3
...Defining Public Relations MKT438 May 2012 Gary Solomon Defining Public Relations Public Relations (PR) is defined in many ways. PR is the management of perception. It involves managing publics perception about someone or an entity like a company. However, it may also focus on a particular product or service of a company. The First World Assembly of Public Relations Associates, held in Mexico City in 1978 defines PR as “the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action which will serve both the organization and the publics interest” (Gary Solomon/University of Phoenix, 2012). However, the British define PR as “Reputational Management.” The Britain’s definition of PR focuses on reputation and the result of what you do and what you say and what others say about you. They also say that PR is about managing reputation in a way that it warrants understanding and support, and also influences opinion and behavior” (Gary Solomon/University of Phoenix, 2012). According to "PRSA Public Relations Society Of America" (2012), “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (What is Public Relations? PRSA's Widely Accepted Definition). Through the paragraph above, one can learn that there are different ways to define PR and although each is different to a degree, they are not independent...
Words: 754 - Pages: 4
...| | |they give credibility to individuals and |lack of respect of staff and stakeholders. | | |groups whose values an opinion may conflict| | | |with staff effectiveness in working with | | | |teachers and staff to solve problems | | | |(Green, 2009). | | |3. Maximizing communication...
Words: 1023 - Pages: 5
...company’s mission statement is using the nine essential components framework. This report focuses on the principles and tools needed to implement and evaluate the effectiveness of the strategic objective process. Lastly, this report considers any legal and ethical issues. Unit 1 Individual Project The following discusses the process of creating a mission statement for fictitious company ToolsCorp Corporation and writes the company’s mission statement is using the nine essential components framework. This report focuses on the principles and tools needed to implement and evaluate the effectiveness of the strategic objective process. Lastly, this report considers any legal and ethical issues. Launching a new business rests on a vision, or a set of beliefs, that the business can offer a product or service to consumers in a specific at a profitable price (David, 2013, p. 44). As a business grows, it is necessary for owners or managers to revise the company vision and mission. The original ideas are typically exhibited in the revised vision and mission. ToolCorp Corporation, located in Tennessee, produces power tools, lawn equipment such as mowers and furniture, as well as microwave and range appliances. This company has a booming business in the United States and Canada, but its current strategic initiative is to enter the global marketplace. Vision and mission statements A clear vision statement answers the question, “What do we want to become?” and lays the groundwork...
Words: 1579 - Pages: 7
...Project Design, Planning and Implementation Duration: October 2013-February 2014 Assignment: Group Presentation Topic: Strategic Issues in Project Management Date: 30th October, 2013 Group Members: 1. Winnie Munene 2. Philip Abong’o 3. Bernard Tarus 4. Noel Amoit 5. Brian Kenya 6. Sam Kiarie 7. Peter Kabutu Lecturer: Mr A. Bwibo Definition A strategy is a method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem. It can also be defined as the art and science of planning and marshalling resources for their most efficient and effective use. An issue is something that has happened and either threatens or enhances the success of a project. Issue management is the process of recording and handling any event or problem. Some of the issues can be dealt with within the project; however strategic issues may require a change in order to keep the project viable. Therefore, the following are diverse definitions of strategic issues in project management:- A strategic issue in a project is a condition of pressure, either internal or external that will have a significant effect on one or more factors of the project such as its financing ,design, engineering, construction and operation.(MBA knowledge base). Cleland D. (1989) identifies strategic issues as disagreements/conflicts which may have a significant impact on the purpose of a project. He therefore calls...
Words: 6510 - Pages: 27
...Defining Marketing Amy Rasband MKT/421 October 24, 2011 Ricci Rizzo Defining Marketing The American Marketing Association (AMA) defines marketing as “an original function and a set of processes for creating, communicating, and delivering value to customers for managing customer relationships in ways that benefit the organization and its stakeholders” (American Marketing Association Dictionary, 2007). The World Marketing Association (WMA) definition is equally accurate. The WMA definition states, “marketing is the core business philosophy which directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties” (Chapman, 2003, p. 1). My personal definition of marketing is the process that identifies and implements steps to obtain the attentions of a specific target market, establishing the desire for a good or service with the goal of earning and retaining customer business that provides a positive value for the buyer and seller. According to the text, Basic Marketing, defines the term marketing as “performing activities seeking to accomplish an organizations objective through the anticipation of customer needs and directing the flow of need satisfying goods and services from producer to client or customer” (Perrault, Cannon, & McCarthy, 2009. p. 6) Marketing is an integral part of an organizations success and when combined with flexibility and cultural...
Words: 831 - Pages: 4
...Week 1 TCOs A, B, C Marketing, Strategies, and Research Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and Plans Chapter 4: Conducting Marketing Research and Forecasting Demand, pp. 88-105 A. Given information gathered through applied business research, develop a Marketing Plan for a product or service of your choice consistent with its position in the market. Understand how this Marketing Plan would fit into a complete Business Plan for the product or service. Key Concepts: Define marketing and how it evolved and why marketing is important to our society. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. How it evolved has 5 phases on page 2 of notes. 1. Production concept of marketing, 2. Product concept, 3. Promotion selling concept, 4. Marketing concept, 5. Holistic marketing. A social definition shows the role marketing plays in society; for example, one marketer has said that marketing’s role is to “deliver a higher standard of living.” Here is a social definition that serves our purpose: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Explain the Marketing Concept as one of several company orientations towards the marketplace...
Words: 2360 - Pages: 10
...organization’s strategic objectives, but lack the necessary attention to detail and follow-through required for execution. Moreover, both groups stubbornly resist change. Neither is effective. Neither meets the performance objectives desired by the manager. The premise of most performance management and appraisal systems is for the employee to improve. These programs focus attention on the person as managers or work teams evaluate individual employee behaviors such as adaptability, initiative, time management, decision making, or communication skills. Managers and others ask the employee to change or correct personal shortcomings. Many years ago, however, psychotherapists discovered that trying to change a person’s behavior by focusing attention directly on the behavior itself was difficult and time-consuming. Instead, they examined the objective results in the person’s life, and then worked backward to uncover the events that produced those results. They found that this approach avoided the clashes of personality and defensive reactions that could break down communication and inhibit change. They also discovered that individuals are more motivated and committed to correct the situation when engaged in “self-discovery” of a problem and its causes. In order for employees to understand their jobs and meet performance objectives, managers must create an environment that supports self-discovery and self-correction. Managers can create this environment by defining job results...
Words: 1098 - Pages: 5
...Contents Introduction 1 Role of strategic marketing in an organisation and links between strategic marketing and corporate strategy (1.1 & 1.3) 2 Process of Strategic Marketing and elaborate each stage in the diagram. Give example from your chosen organisation (1.2) 2 Defining Mission 3 Environmental Analysis 3 Formulation of Marketing Objectives 3 Strategy development 3 Evaluation & Implementation 3 Models used in strategic marketing planning and the model used in Vodafone plc (2.1) 4 Strategic Positioning and marketing tactics & the theory practiced in Vodafone group plc (2.2) 5 Merits of relationship marketing and 4P theory in Vodafone with accordance to RM. (2.3) 6 Marketing techniques to ascertain growth opportunities in a market and appropriate strategic marketing objectives for the chosen market (3.1 & 3.3). 7 Porter’s Generic strategy (3.2) 7 Cost Leadership 8 Differentiation 8 Focus 9 Internal analysis (4.1) 9 External environment, SWOT & PESTLE analysis (4.2) 10 SWOT analysis of Vodafone Group plc. 10 PEST analysis of Vodafone group plc 11 Strategic marketing responses to key emerging themes in a marketing strategy (4.3). 12 Conclusion 12 Introduction In this project, the Vodafone Group Plc headquartered at London, UK is considered for analysis. The Vodafone group plc started its journey from the very first call made in UK on 1 Jan, 1985.Now after a long way of 29 successful years; Vodafone group has emerged to be the world’s...
Words: 4426 - Pages: 18
...The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3] From the Perley Isaac Reed School of Journalism at West Virginia University The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service...
Words: 389 - Pages: 2
...Strategic planning is more than ensuring your association will remain financially sound and be able to maintain its reserves—it’s projecting where your association expects to be in five, ten, or fifteen years—and how your association will get there. It is a systematic plan- ning process involving a number of steps that identify the current status of the association, including its mission, vision for the future, operating values, needs (strengths, weaknesses, opportunities, and threats), goals, prioritized actions and strategies, action plans, and moni- toring plans. Strategic planning is the cornerstone of every common-interest community. Without strategic planning, the community will never know where it is going—much less know if it ever got there. An important concept of strategic planning is an understanding that in order for the community to flourish, everyone needs to work to ensure the team’s goals are met. Team members include all association homeowners, the board of direc- tors, professional management—whether onsite or through a management company— and various service professionals such as accountants and reserve professionals. This team needs to work as a collective body to be successful. Part of the team concept is the establishment of roles for the team players. Teams usually perform poorly if everyone or no one is trying to be the quarterback. Strategic planning is a relatively new genre of planning, adapted from primarily two sources. Business schools have equipped...
Words: 1574 - Pages: 7
