Unit 8005V1 Strategic Communication

Introduction

Strategic CommunicationThis unit aims to enable directors and senior managers to develop their ability to critically analyse the impact of the media, pressure and political groups on stakeholders and inter-organisational policy and strategy, and to develop innovative ways of using the media to best effect.

Scenario

Learners may use their own employment context, or that of another organisation with which they are very familiar, to base their assignment. However, in the case that they are not able to do so, please use the below scenario: –

You are the Director with special responsibilities for Strategic Communications, in an organisation which operates internationally, offering products and services to customers in the UK, Africa, and India.

The organisation has multiple inter-organisational relationships in each of those countries – including manufacturing and distribution partners, local government administrations, and aid agencies. It has a high profile which leads to it being frequently mentioned in the media in all three countries.

The board is concerned that some recent media coverage has been negative and which then prompted similar comments from local pressure groups in two of their main markets.

They have asked you to carry out a comprehensive review of which media, pressure groups, and political groups are most influential, and recommend how the organisation can better manage its relationships with those groups in the future.

In your response, you will need to demonstrate the ability to have critically analysed the potential impact of the media, pressure groups, and political groups – on the organisation’s various stakeholders, and its inter-organisational policies and strategies – and recommend innovative approaches which the organisation should adopt in the future.

1 Be able to ascertain the media perception of adopted inter- organisational strategy

Identify a wide range of relevant domestic, national and international media (by category, not brand names).

Evaluate the importance of – and the strengths and weaknesses of – the media (in general, and those you have identified in 1.1 above) in influencing partners, opinion formers, stakeholders, customers and the public at large.

Assignment Brief – Unit

Giving two (2) supporting examples from current or very recent events – evaluate the influence of pressure and political groups, and media owners, on the media’s perception of inter-organisational policy and strategy.

Guideline Word Count: 1000-1500

AC 1.1 Identify relevant domestic, national and international media

AC 1.2 Evaluate the importance of the media in influencing partners, opinion formers, stakeholders, customers and the public at large

AC 1.3 Evaluate the influence of pressure and political groups, and media owners, on the media’s perception of inter-organisational policy and strategy

2 Be able to evaluate the impact of global and ever-present media on stakeholder opinion.

Focusing (mainly) on the social, political, legal, and cultural barriers faced by the media – research and review the challenges and pressures faced by the media in reporting the activities which deliver inter-organisational policy and strategy.

Focusing on the nature of the global environment, time-zone differences, the use of social media, and the barriers discussed in 2.1 above – describe how to exploit the media’s constraints and time-critical requirements to promote a positive outcome.

Focusing (mainly) on the need for the organisation to abide by local and national requirements – assess and evaluate the inter-reaction between news, public and stakeholder opinion and inter-organisational policy and strategy.

Focusing (mainly) on the role of technology, social media, and 24-hour coverage – evaluate the impact of global news media, and propose innovative methods of utilising this to the benefit of the inter-organisational policy and strategy.

Guideline Word Count: 1000-1500

AC 2.1 Research and review the challenges and pressures faced by the media in reporting the activities which deliver inter-organisational policy and strategy.

AC 2.2 Describe how to exploit the media’s constraints and time-critical requirements to promote a positive outcome.

AC 2.3 Assess and evaluate the inter-reaction between news, public and stakeholder opinion and inter- organisational policy and strategy.

AC 2.4 Evaluate the impact of global news media, and propose innovative methods of utilising this to the benefit of the inter-organisational policy and strategy.