Topics
1. Setting the scene: what corporate communication is really about
This topic outlines creating an understanding about value adding to the organisation through corporate communication. This includes an overview of the position of corporate communication within the organisation as well as integrating the discipline in the organisational strategy and related disciplines. If further explores the context of the enterprise and business.
2. The strategic business rationale: the inevitable link between strategic intent and strategic communication
This topic outlines strategy, strategic intent and values as drivers of the organisational rationale where strategic communication is pivotal in ensuring alignment and integration throughout.
3. Integration – what does this mean in practice?
This topic highlights the implications of communication integration and provides guidelines on how integration is achieved. This decision-making process will be explored to ensure accountability to the strategy at all levels.
4. Maximising corporate communication in adding value through valuesThis topic evaluates how to seize corporate communication as a strategic management function.
Outcomes
On completion of this series a delegate should be able to:
1. Have a clear understanding of corporate communication within the organisational (this implies business and government) context in adding value through alignment with the strategic intent of the organisation. (Use of investigative questionnaire)
2. Have a sound working knowledge of the interrelationship between organisational strategy and strategic communication driven by the values of the organisation.
3. Differentiate between integration at a strategic consistency level vs. a one-look, one-voice approach where every single business decision is cross-referenced/checked against the corporate/organisational strategy
4. Have a vision for corporate communication as a strategic management function shared by all stakeholders through integration from the organisational rationale to ensure efficiency and effectiveness of corporate communication in the organisation and community.
