FPO for Shockley-Zalabak,

9e Update
Cover Pamela S. Shockley-Zalabak

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Chapter 11
Strategic Organizational
Communication:
Professional Applications of
Organizational
Communication

2016 Pearson Education, Inc. All rights reserved.

 Learning Objectives (1 of 2)

11.1 Express the need to analyze situations,

select and implement communication
strategies for the desired impact
11.2 Describe strategic organizational
communication
11.3 Express how a proper analysis of
changing organizational opportunities and
threats is important for effective
communication

2016 Pearson Education, Inc. All rights reserved.

 Learning Objectives (2 of 2)

11.4 Express the complexity of strategic

organizational communication
11.5 Relate strategic communication to ethical
and value issues faced by organizations

2016 Pearson Education, Inc. All rights reserved.

 Introduction: Strategic
Organizational Communication:
Professional Applications of
Organizational Communication

Objective 11.1 Express the need to analyze

situations, select and implement
communication strategies for the desired
impact

2016 Pearson Education, Inc. All rights reserved.

 11.1 Introduction: Strategic
Organizational Communication:
Professional Applications of
Organizational Communication

- Definition
- Factors of strategic organizational
communication

2016 Pearson Education, Inc. All rights reserved.

 Describing Strategic Organizational
Communication

Objective 11.2 Describe strategic

organizational communication

2016 Pearson Education, Inc. All rights reserved.

 11.2 Describing Strategic
Organizational Communication

Perspectives on Strategic and

Organizational Communication
- Key points of strategic organizational
communication
- Organizational stakeholders
- Communication channels

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 The Organization and Its
Environment

Objective 11.3 Express how a proper

analysis of changing organizational
opportunities and threats is important for
effective communication

2016 Pearson Education, Inc. All rights reserved.

 11.3 The Organization and Its
Environment (1 of 4)

Multiple Publics
- Publics
- Points to consider when planning
organizational strategy

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 11.3 The Organization and Its
Environment (2 of 4)

Environmental Scanning
- How environmental scanning works
- How information is gathered

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 11.3 The Organization and Its
Environment (3 of 4)

The Global Environment

- Overview
- Globalization

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 11.3 The Organization and Its
Environment (4 of 4)

SWOT Processes
- SWOT
- Corporate strategy
- Types of strategy
- Phases of SWOT analysis

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 Strategic Organizational
Communication

Objective 11.4 Express the complexity of

strategic organizational communication

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 11.4 Strategic Organizational
Communication (1 of 10)

Public Relations
- Description
- Public relation activities
Communicating an Organizations Image
or Reputation
- Image or reputation
- Image communication

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 11.4 Strategic Organizational
Communication (2 of 10)

Internal Communications
- Role of internal communications
- Activities of internal communication specialist
Public Affairs and Issues Management
- Work involved under public affairs and issues
management
- Steps in issue management

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 11.4 Strategic Organizational
Communication (3 of 10)

Marketing
- Definition
- Responsibilities of marketing
Integrated Marketing Communications
- Definition
- What companies can do through marketing

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 11.4 Strategic Organizational
Communication (4 of 10)

The Marketing Mix

- Tools of marketing
- Types of strategy in marketing
- Tools of sales promotion
Advertising
- Definition
- Requirement of advertising campaigns

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 11.4 Strategic Organizational
Communication (5 of 10)

Branding
- What is branding?
- Features of branding

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 11.4 Strategic Organizational
Communication (6 of 10)

Relationship Marketing and the Use of

Marketing Databases
- Communication & relationship marketing
- Computerized database
- Ways of gathering information

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 11.4 Strategic Organizational
Communication (7 of 10)

Media Relations
- How media relations works
- Role of media relations specialist
The Media Interview
- Responsibility of media relations professional
- Understanding media interviews

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 11.4 Strategic Organizational
Communication (8 of 10)

Risk and Crisis Communication

- Stages of crisis
- Strategic crisis communication
- Communication priorities

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 11.4 Strategic Organizational
Communication (9 of 10)

Technology and Strategic Organizational

Communication
- Social media
- Types of social media

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 11.4 Strategic Organizational
Communication (10 of 10)

Evaluating Strategic Organizational

Communication
- Web pages
- Factors evaluating communication
effectiveness

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 Ethical Issues in Strategic
Organizational Communication

Objective 11.5 Relate strategic

communication to ethical and value issues
faced by organizations

2016 Pearson Education, Inc. All rights reserved.

 11.5 Ethical Issues in Strategic
Organizational Communication

- Issues resulting from planned communication

- Ethical organization

Copyright 2016 Pearson Education, Inc. All rights reserved.