Strategic Communications Plan for
Alexander TEI Thessaloniki, Instructor: Mrs. Milona
Like all functional areas of a company, the Communication Department plays a key role in helping an organization reach its objectives. It makes an organization understandable; it emphasizes its differences; it prioritizes messages for its key audiences. Ultimately, Communications works to package and position an organization - to make sure its messages are clear, coherent and consistent only then, can stakeholders be most supportive. Strategic communications plan helps you integrate all the organization’s programs, public education and advocacy efforts. By planning a long-term strategy for your efforts, you will become more proactive and strategic, rather than consistently reacting to the existing environment. The strategic plan will help you use your resources more effectively and strategically by highlighting synergies and shared opportunities in your various programs and work areas.
The creation and adoption of a strategic communications plan represents a significant step for any organization. For many organizations, the adoption of such a plan represents a cultural shift toward communications and a clear recognition that all the organization’s efforts have a communications element. Public education, grassroots organizing, research, public advocacy, direct service and even fundraising are all, at their core, communications tasks vital to the health and success of a nonprofit organization. Strategic Communications Plan consists of several parts and normally includes: * Context- what's happened before? What's the history? * Environmental Scan- what are the key factors that will affect your success? What is the media saying? * Stakeholders- your stakeholders and their expected reactions. How you will manage them? * Objectives- what do you want to achieve? (should be clear, relevant, measurable... use the SMART approach if you like) * Strategy- where are you going, and why?
* Audiences- who are the key audiences?
* Announcement- given the strategy, are you making an announcement? What are you announcing? * Messages- what are you saying about the announcement? * Tactics- how will you implement your strategy, both before, during and after the main announcement (assuming you have one)? * Issues- what problems may you have to overcome?
* Evaluation- how will you know if you've been successful? The Coca-Cola Company is a beverage retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. However Coca-Cola has been criticized a lot for the past few years. It has been involved in a number of crime controversies and lawsuits related to its relationship with human rights violations and other perceived unethical practices. A number of lawsuits have been issued in relation to its allegedly monopolistic and discriminatory practices, some of which have been dismissed, some of which have caused The Coca-Cola Company to change its business practices, and some of which have been settled out of court. It has also been involved in a discrimination case. There have been continuing criticisms regarding the Coca-Cola Company's relation to the Middle East and U.S. foreign policy. The company has been criticized on a number of environmental issues. Critics claim that the company's overuse of local water supplies in some locations has led to severe shortages for regional farmers and the forced closure of some plants. Packaging...
Bibliography: Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan (Nonprofit Law, Finance, and Management Series) by Janel M. Radtke
Production and creativity in advertising, Robin B Evans (1998)
Marketing communications: Contexts, strategies and applications. Chris Fill (2002)
How advertising works: the role of research
Coca-Cola annual report, 2009, www.coca-cola.com
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