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11C H A P T E R

Strategic Organizational Communication

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Models of Strategic Organizational Communication

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Strategic Internal Communication

Costs to an organization from poor employee communication:

Higher product defect ratesIncreased employee turnover

Dissatisfied customers from poor customer service

Lack of focus on business objectivesIncreased absenteeism

Stifled innovation

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The Communication Audit

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Developing an Internal Communication Plan What are the organization’s goals, ambitions, and strategic

aspirations for the future? What do the people in the organization need to think, feel, and do

in order to make those a reality? Where are employees now and what needs to change in their

current perceptions, attitudes, or access to basic information? What is the role of the internal communication function in helping

close the gap of what management wants for the future and what exists today?

What are the roles and responsibilities of leaders, managers, employees, and communication professionals?

What are the communication activities the organization is going to need—and who will be responsible for those activities?

What are the resource levels needed?

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Strategic External Communication

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Public Relations and Image Building

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Investor Relations

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Issues Management

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Risk and Crisis Communication

RISK FACTORS

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Risk and Crisis Communication

DURING A CRISIS

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Handling the News Media

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Communicating with the Press During a Crisis