COMMUNICATING STRATEGICALLY

Communication is a process which has come in existence from the time of human existence in the world. The medium of communication has changed but the basic process remains the same. In organizations the communication process should be carried on in a sequence, it is very different from the usual informal communication which does not involve much of thought and planning. A standard way is where the corporate communicates its message through the most appropriate medium to its constituencies and there after they respond to it. Any communication is of no use until it receives a feedback from the constituencies. Corporations set an effective organization strategy which involves him determining of objectives of communication, then deciding upon the resources available and diagnosing the organization’s reputation. The focus of corporate communication is primarily towards employees, customers, shareholders and communities and also secondary at media, suppliers, government and creditors. At the time of communication the corporate first has to set certain objectives and the message too should be well formulated and the best medium to deliver this message should be chose. The two very old forms of communication were through writing and speaking. But today there are many forms of communication such as fax, e-mail, voice mail, web conference, video conference, intranets and web logs. Once the message has been sent to the constituents the last step for the corporate is to analyze if the message has been reached and conveyed the same message it wanted to. They should see if the responses match to the expected response and if not then the appropriate steps should be taken.

There are 3 steps involved in the ways in which one can determine the communication strategically:
1. To determine the corporate objectives or goals. This helps in setting the targets for the company.
2. To determine the message which the communication strategy must deliver .
Determine the constituencies. Decide the people to whom it must be communicated.
3. The constituencies’ response to the decisions taken by the public.

The example I would like to give is, when the company decides to change its working hours from 10:00 am to 4:00 pm rather than having classes from 9 :00 am to 2:00 pm. The organization has to be first sure of why it is trying to communicate something.
The next stage is to identify the resources available to communicate. The resources such as money, time and human resources should be taken into consideration.
The next stage is to identify the constituency to whom to communicate like employees, customers etc
Then in the end get the response or feedback from the targeted customer or constituncies.
http://en.wikipedia.org/wiki/Image:Encoding_communication.jpg#file

REFERENCES
http://www.xebecindia.com/

http://www.google.com/

http://www.wikipwdia.com/