"Strategy. Purpose or practice?" GKSV-consultants Frank Körver en Charlotte Bouman gaven een gastcollege aan de Universiteit van Amsterdam. Doelgroep: internationale studenten in de laatste fase van hun studie. Ambitieuze studenten, scherpe vragen, prikkelende discussies. Gastcollege was onderdeel van het programma Entrepreneurship in Corporate Communication

1. UvA
Amsterdam, 16 October2014
Strategy. Purposeand Practice

2. Frank Körver @fclkorver
Charlotte Bouman @charlotbouman
GKSVlinkedin.com/company/gksv

3. Strategy. Purpose and practice
Topics today
Strategy & communications
Practice
Running an agency
I
II
III

4. Communications?
Board / CEO
Business Unit A
Business Unit B
Business Unit C
Corporate Comms
ICT
HR
Finance

5. Role of communications
Tobuilda strong, loyal, well-informedandengagedworkforce
Communications: important roles
Todevelopandmanage the overall reputationof the business
…

6. Strategy
What is strategy about?

7. What strategy is all about
A method or plan to realize a desired future
such as achievement of a goal
or a solution to a problem
An online definition
Making smart choices to realize a certain goal

8. Strategy
What is the difference between strategy and tactics?

10. Example of questions we help to answer
What should be our strategy in 2015?
How can Corporate Communication best help realize corporate goals?
How should we solve reputational issue X?
How can we best influence governance / regulation?
…

11. Strategy & communications
Corp
Comms
Goal
Reality?

12. Strategy & communications
Corp
Comms
Goal
Context

13. So … what does this mean?

14. Excellent strategy development: criteria
1. No vision? No goal? No strategy!
2. Strategy is about making hard choices
3. Teamwork
4. When context changes …
5. …

15. Strategy. Purpose and practice
Topics today
Strategy & communications
Practice
Running an agency
I
II
III

16. Insights
Question
Whatare the most important challengesfor Chief Communication Officers?

17. Insights
Linkingbusiness strategy and communications
45%
Building andmaintainingtrust
39%
34%
Five most important issues for communication management
32%
Dealingwiththe speed andvolume of information flow
Coping withthe digital evolutionandthe socialweb
31%
Matching the needtoaddressmore audiencesandchannelswithlimitedresources
(European Communication Monitor 2014)

18. Communications in 2020
Brand Leader
Linking pin
Enabler
Change Accelerator

19. Challenge?
Leadership in communications
Twistedprofessor
Professional hobbyist
Passiveprofessional
Innovative, challenging
Notinnovative, old-skool, passive
Importance/ addedvalueof commsis veryclear
Importance/ addedvalueof commsis notclear

20. How do we support our clients building strategic communications departments?
Cases

21. Understand the ambition and strategy of the company
Our approach: it starts with understanding …
Understand the biggest internal and external challenges
Understand the history of the CorpCommsdepartment
Understand our client
And then … let’s go !

22. Questions? Thoughts? Ideas?
Practice

23. Strategy. Purpose and practice
Topics today
Strategy
Practice
Running a strategic agency
I
II
III

24. Entrepreneurship in Communications
What do you really, really, really
want to know?
Want to start anagency? Or want to workat anagency?

25. Thankyou
Amsterdam, October
#GKSV
@fclkorver@charlotbouman