CMN 2148 Lecture Notes - Lecture 11: Integrated Marketing Communications, Marketing Mix, Organizational Communication
2 May 2017
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Document Summary
Chapter 11: strategic organizational communication: professional applications of. Strategic organizational communication: transactional processes in which organizational messages are deliberately generated, are based on environmental data, analysis and strategy selection, and are guided by organizational objectives. Stakeholders: individuals and groups who have an interest in the organization and are able to influence the organization"s ability to meet its goals. Publics: small or large group of stakeholders with interests and needs relative to a particular organization. Communication strategy: involves choice; involves anticipating the reactions of others and planning with those reactions in mind, becomes the basis for action. Communication tactics: involves actions; both planned and not, that determine whether the strategic objective is realized. Environmental scanning: acquisition and use of information about events and trends in an organization"s external environment; should encompass all factors likely to influence the organization now and in the future.
