Strategic Pr

Business Strategy and Communications Two Cases SMART & NBC Towers Perrin & Workforce 2000

Purpose: demonstrate strategic use of stakeholder-based communications ,[object Object],[object Object],[object Object],[object Object]

Communications role in strategy is managing stakeholder relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Publics” -- or stakeholders -- are groups affected by or who affect the organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Stakeholders are a strategic concern because they constrain success

Stakeholders can be categorized by degree of threat or cooperative potential ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

There are four general stakeholder categories on this basis

Goal: implement appropriate strategies to manage stakeholder relationships

The general strategies are tailored for each type of stakeholder ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Goals of these strategies can be achieved through communication effects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Two cases that follow illustrate these principles in practice ,[object Object],[object Object]

Defending a Threat: The Ad Ban Issue

In the mid-1980s broadcasters faced a stakeholder threat to their business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Broadcasters, led by NBC, developed a stakeholder-based strategic response ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Broadcasters redefined issue and their usual position ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Broadcasters created strategic programs appropriate to each kind of stakeholder ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy was successful ,[object Object],[object Object],[object Object],[object Object]

Exploiting an Opportunity: Workforce 2000 and Towers Perrin

In early 1990s Towers Perrin needed to change its positioning in minds of clients ,[object Object],[object Object],[object Object]

Saw opportunity to take this position through exploiting Workforce 2000 issue ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy was executed with an integrated communications program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Capstone was Towers Perrin “doing something different” ,[object Object],[object Object],[object Object],[object Object]

Strategy achieved its objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic Pr

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