Summary of An Introduction to Strategic Communication

00:00:00 - 00:55:00

This video discusses the concept of strategic communication and how it can be used by organizations to achieve their goals. It explains the importance of identifying who an organization is and what its goals are, and outlines the steps an organization must take to develop a strategy and achieve its goals. The video also provides an example of how strategic communication can be used in an advertising campaign.

• 00:00:00 This lecture introduces the student to the study of strategic communication. It covers the origins of the field and offers a brief introduction to five different definitions of strategy. Professor discusses the work of Henry Mintzberg and how his approach to strategy theory has influenced the field.
• 00:05:00 The video discusses the importance of strategy, focusing on the action of the organization and the environment surrounding it. It argues that both are important, and that the Mintzberg argument that each of these 10 elements represents an important piece to the puzzle makes sense. It then goes on to discuss strategy formation, focusing on the complexity of the process. It argues that when organizations implement strategy, they need to rely on feedback and constant evaluation. It also argues that communication is central to business, and that being successful requires being able to meet goals.
• 00:10:00 This video provides an overview of strategic communication, its components, and how they work together to help an organization achieve its goals. It explains the importance of identifying who an organization is and what its goals are, and outlines the steps an organization must take to develop a strategy and achieve its goals. The video also provides an example of how strategic communication can be used in an advertising campaign.
• 00:15:00 The video discusses the different contexts in which a strategic communication process should take place. It covers the tension between profitability and responsibility, the need to consider the context of the organization, and the tension between globalization and localization. It also covers the tensions between business, corporate, and network levels.
• 00:20:00 This video provides an introduction to strategic communication, including the tension between meeting the market demands and using high-quality products. It also discusses how to approach strategy development in a way that is both robust and parsimonious.
• 00:25:00 The video provides an introduction to the concept of strategic communication, which is the purposeful use of communication by an organization to fulfill its mission. Five major elements of strategy are discussed: arena, vehicles, differential, differentiators, staging, and economic logic. These elements still apply even if the communication is not strategic. Finally, a shotgun approach to communication is not a good strategy.
• 00:30:00 The author discusses how the environment has changed in recent years, leading to an increased need for strategic communication. They discuss how crises and activist government contribute to the erosion of trust.
• 00:35:00 This video provides an overview of how the environment has changed in recent years, with particular emphasis on how social media has played a role in driving these changes. The author argues that this environment has created a crisis of trust, polarization, and activism, which has made it more difficult for organizations to function effectively.
• 00:40:00 The role of the Internet in crises has changed significantly in the past few years, due to the mass distribution of information and the ability for an issue to go viral quickly. If an organization is not staying ahead of the media, their voice is not heard.
• 00:45:00 The video discusses the trend of transparency in crisis communication, as well as the need for accountability and dialogue. It emphasizes the importance of personalities who are appealing and take responsibility for their actions.
• 00:50:00 In this video, the crisis communication framework is described, and the four components of readiness, response, assurance, and recovery are mentioned. The video also discusses the BP oil spill, and how the company's response was hampered by a lack of readiness.
• 00:55:00 The crisis communication framework is all about storytelling and conversation, with the storytelling component being what the organization can control and the conversation being what the organization can achieve. The feedback component is important because it helps with understanding the effectiveness of the crisis response.