In this document you can find a resume of all the lectures of the course "Topic The Language of Strategic Communication" for the school year 2023/2024 with the models and theories discussed in class :)
Strategic communication
Often seen as war or a game most negative context but not always true
Strategic fist used in 1950s in relation to organizations
Term originates from Greek for generalship
Negative associations
Classic prospective (Rational decision making)
SWOT: Strength, Weakness, Opportunity, Threat
Strategic communication seen as a rational decision-making
Determining the best strategy for the organization b< conducting a SWOT analysis
Strengthens a negative perspective on strategic communication something only for the boss/manager
Contemporary prospective
Not only responsibility of management
Everybody in organizations is responsible for strategic communication
Found in specific areas:
Change organizational change, smaller changes (how teams operate..)
Inherent part of organization’s culture: inspires and reflects strategic communication
How an organization is embedded in society is very important
How do they function in society?
Different from first perspective: only focus on their goals (how they can serve themselves, instead of their
society)
No just a document, but seen in day-today practice
Everybody contributes (es helpdesk employee)
Definition of strategic communication (Hallahn et.al 2007)
communicating purposefully to advance the mission of an organization
Hallahn (2004) 6 different specialties
Management communication facilitate orderly operations of organization
Marketing communication create awareness and promote sales
Public relations establish and maintain beneficial relationships with key constituencies
Technical communication educate employers/consumers to improve efficiency
Political communication build political consensus or consent on important issues
Information/social marketing communication reduce incidence of risky behavior
Disappearance of traditional boundaries integrated marketing communication
strategic communication isn’t the same:
more purposeful, focus on presentation and promotion of organization through intentional activities of
leaders, employees and communication practitioners
Why use term strategic communication?
The ability of communicators to differentiate between traditional communication activities and their effects is
rapidly disappearing
Important changes in public communication are driven by technology and media economics
Organizations use an expanding variety of methods to influence the behavior of their constituencies (not
isolated integrative)
Strategic communication recognizes that purposeful influence is the fundamental goal of communications by
organizations
Interdisciplinary (Werder et al., 2018) connected to a lot of other things, not only comm. Science
, Communication science
Organization science
Marketing
Cognitive psychology
Social psychology
Linguistics
Philosophy
5 Military strategies from Sun Tzu that can be applied in a business setting, according to Forbes: (articles “5 ChatGPT
Prompts to apply the art of war to your business”)
Know yourself and your enemy
strategic positioning and timing
Adopt a more flexible strategy (es if things go wrong)
Incorporate deception
Lead by example
Strategic communication
Other classic definition related to games
Winners and losers
Dog-eat-god world one organization win aginst others org.
Winners and losers
Narrative perpetuated in the media
Dutch newspaper “De Volkskrant” has a weekly column mentioning the organizational winner and loser of the past
week (es this year Elon mask)
Strategic communication
Classic perspective Asymmetrical
Top-down communication
From manager to employee
Transmission model
Classic perspective on communication
Sender-receiver model
Get information from here to there (the the audience)
Strategic communication
New perspective Strategic communication at every level in the organization (not just managerial level)
ES:
Social media if u go on social media and they talk about organization and the audience get positive
thoughts, the social media account that is managed by employees)
Response to negative comments by clients (employees response and everyone can see it)
Jumbo radio professional dj and ask employees to call and talk about their experiences working
Organizations and societal issues
Organizations need to communicate specific societal issues Otherwise could be as a very specific stand to u take
on this problem
Strategic communication is about changes
Strategic communication is about culture how the org. responds and use communications
Strategic communication is about practice and how they act
, Ritual model of communication
Interactive perspective on communication
Communication as symbolic process in which reality is created, maintained, repaired and transforms by
communication
Emphasis on meaning
Strategic communication
“communicating purposefully to advance the mission of an organization” (Hallahan et al., 2007)
“The practice of deliberate and purposive communication that a communication agent enacts in the public sphere
on behalf of a communication entity to reach set goals” (Holtzhausen and Zerfass, 2013)
Professional communication field (NL)
BNP model (profiles of different levels of the job)
Communication jobs in the professional fields can be divided based on:
Job level
Based on seniority on the position and field
The highest the level the more responsibilities
Distribution of one or more of six core tasks
Training Making individuals more communicative in order for the organization to get to a higher level (es
giving feedbacks to improve)
organizing make sure that people can communicate/interact in some ways (es taking care of meetings)
Analyzing mapping important issues (group dynamics that break down: stereotyping and group thinking)
Integrating Planning, adjusting and implementing communication porcess
Creating creating communication material
Advising advice and strategies for other communication (making organization more communicative)
For all core tasks Language is important focus of this course
Different kinds of communication:
Interpersonal communication
Group communication
Communication at organizational level
LECTURE 2 Training
Training = making individuals within an organization more communicative
A as communication person when engaging with training help others to be more communicative
Organizational dilemma interpersonal communication
how should you communicate within a meeting?
How can you best formulate your critique?
Conversational implicatures
Pragmatics how context contributes to meaning
Subfield of linguistics
Words can have different meanings in different contexts
Orange color, fruit, Dutch royal family/football team
Speech acts when we look at the statement we ca look at them with 3 different prespectives
Locutionary act what was said focused on specific words used in specific context
question, statement
Illocution communicative goal that the speaker wish to archive using that communication es indirect language
information, action
Types of illocutionary acts:
Assertive: committing a speaker to the truth of a proposition
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