Communicating Strategically

Communicating Strategically

Communication strategically starts of with various theories of Communication.Communication theories can be traced back to ancient Greece where it was referred to as rhetoric.Aristotle defines composition of speech into three parts: the speaker ,the subject and the person whom its addressed to.Strategic communications are the life blood of any corporate today. We all have seen example of how companies redeem, maintain/sustain, build and advocate to its constituencies. It rests with the company's communications team or department to keep in mind its vision and mission whenever communication to any of its constituents. Lasswell, Shannon & Weaver, Schramm, Westley & MacLean and Kincaid are some of the authors of communication models. All these models have three elements in common, which are:

1. Source

2. Medium of transfer

3. Destination

Shannon & Weaver's model introduced the concept of noise, which can be either physical or mental. Schramm had three variants of his model and also described feedback in his third model.

Whether an organization is trying to augment its reputation through corporate advertising or to communicate effectively with employees , consistent communication strategy is critical. Based on Aristotle model is slightly modified to suit the corporate structure. The communication structure is as follows
1) The organization.
2) Constituency.
3) Messages.


Setting an effective Organization Strategy:
The three subsets of an organization strategy include:-
1) Determining the objectives
2) Deciding what resources are available for achieving those objectives
3) Diagnosing the organizations reputation.