COM 2602
EXAM PACK
MAY\JUNE 2022
1;1The way corporations and organizations interact with internal and external
audiences is referred to as corporate communications.
1.1.1 Organizational communication is described as the routes and types of
communication that organizations such as businesses, non-profits, and
government agencies use, encompassing both internal and external
communications between an organization and its stakeholders (Angelopulo,
Barker, 2013).
1.1.2 Managerial communication is a function that allows managers to communicate
with one another and with employees within the company.
1.2.1 corporate strategy: senior manager and board of directors
1.2.2 Business Strategy: the CEO
1.2.3 Functional Strategy: Department managers
1.2.4 Enterprise Strategy: the executive team
1.2.5 Operational Strategy: The CEO and the executive
1.3 1. Height: A solid strategy does not always require a bird's-eye view of the
businesses from 3000 feet or higher; nevertheless, it does require a bird's-eye view of
the businesses in order to design one. The 'height' of strategy is determined by the
clarity of the corporate vision; and a successful strategy outlines its role to achieving
the organization's vision, as well as the end-goal and overall mission.
2. Length: There is always a good balance of long-term strategy and short-
term business goals, and the length of strategy is situational-five years, three years,
one year, and so on. Overall, a good strategy should well reflect a company's long-
, term vision, with consistent and incremental business objectives to achieve it. A
strong strategy is cascading and elastic: the correct length of strategy is long enough
to confidently anticipate the company's future while yet being short enough to feel the
need to act quickly.
3. Breadth: In terms of who is and isn't involved in the process, what the
background is (vision, mission, and values), and what the reality of the current
business, market, and competitive situations are, strategic plans are frequently formed
in isolation. With new business features such as hyper-connectivity, hyper-
digitalization, and hyper-competition, strategy must reach beyond silos and affect the
entire business ecosystem.
4. Depth: A good strategy is not ‘superficial’, it needs to diagnose the root
causes of business issues, make a set of choices and take actions. In-depth business
understanding and a comprehensive technological solution are important to translate
strategic goals into detailed business goals (Angelopulo, Barker, 2013).
5. The fifth dimension of strategy is the realistic timeframes for actual delivery
- not just published ones, as well as the right timing to harmonize strategic
execution.
1.4 The difference between strategic communication and communication strategy
is a matter of timing, I guess, though at times we have difficulty separating the two.
Communication strategy is the strategy used for communication. Strategy
communication is the communication used for strategy. A communication strategy is
a document detailing the broad direction you want to take for improving your
company's communications efforts. The strategy explains the general objectives you
have for your company's communications and the reason these objectives are
necessary. Many communications professionals in public relations, marketing and
human resources use communication strategies to decide their intention for
connecting with employees, customers, business partners and suppliers.
Picture, if you will, a person from an advertising agency who is expected to pitch a
certain communication strategy to a client. The decision makers for this client are
present, and the ad guy or gal is all set to pitch the campaign to the client.
