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QUESTION 1 COMMUNICATION IN THE ORGANISATION 1.1 There is a debate between communicators in the fie...
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Integrated Organisational Communication
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, COM2601 Assignment 1
Semester 2
QUESTION 1 COMMUNICATION IN THE ORGANISATION 1.1 There is a debate between
communicators in the field of organisational communication regarding the role of
communication. Some commentators view communication as a tactical activity in the
organisation, manifested in such practices as public relations or advertising. On the
other hand, other communicators argue that, in fact, communication has a strategic role
in the organisation. Taking this scenario into consideration: 1.1.1 Discuss the concept of
strategy and its extensions. (15)
1.1.1 Discuss the Concept of Strategy and Its Extensions (15)
Definition of Strategy
Strategy in an organizational context refers to a comprehensive plan that integrates the
organization's goals, policies, and actions into a cohesive whole. It is a deliberate process
undertaken by top management to achieve competitive advantage and long-term success.
Key Elements of Strategy
1. Goal Setting: Establishing clear, achievable, and measurable objectives.
2. Analysis: Understanding the internal and external environment, including SWOT
(Strengths, Weaknesses, Opportunities, Threats) analysis.
3. Formulation: Developing plans and policies to achieve the objectives, considering
resources and constraints.
4. Implementation: Putting the formulated strategies into action through resource
allocation and management.
5. Evaluation and Control: Monitoring and assessing the effectiveness of the strategy and
making necessary adjustments.
Extensions of Strategy
1. Corporate Strategy: This level of strategy concerns the overall scope and direction of
the organization and the way in which its various business operations work together to
achieve particular goals. It involves decisions about which industries to compete in and
how resources will be allocated among those industries.
Example: Diversification into new markets or industries.
, 2. Business Strategy: This focuses on how an organization competes within a particular
industry or market. It deals with decisions related to product differentiation, cost
leadership, and market focus.
Example: A company deciding to compete on the basis of price by becoming the
lowest-cost producer in its industry.
3. Functional Strategy: This relates to the specific actions and resources of different
departments within the organization, such as marketing, finance, human resources, and
operations. It supports the overall business strategy by ensuring departmental goals
align with corporate objectives.
Example: A marketing strategy that emphasizes digital marketing to reach a younger
demographic.
4. Operational Strategy: This focuses on the short-term and day-to-day activities required
to run the organization. It ensures that resources are used efficiently and effectively to
achieve immediate goals and objectives.
Example: Streamlining the supply chain to reduce costs and improve delivery times.
Strategic Role of Communication
Communication is increasingly recognized as a strategic function in organizations. It is not just
about disseminating information but also about shaping and driving the organization’s strategic
objectives. The strategic role of communication includes:
1. Aligning Stakeholders: Ensuring that employees, customers, investors, and other
stakeholders are aware of and aligned with the organization’s strategic goals.
2. Reputation Management: Building and maintaining the organization’s reputation
through effective public relations and corporate social responsibility initiatives.
3. Change Management: Facilitating change within the organization by effectively
communicating the vision, benefits, and steps involved in the change process.
4. Crisis Management: Preparing for and managing crises through strategic
communication plans that minimize damage and protect the organization’s interests.
Conclusion
Strategy is a multidimensional concept that integrates goal setting, analysis, formulation,
implementation, and evaluation. Its extensions into corporate, business, functional, and
operational levels ensure that all parts of an organization work towards common objectives.
Communication, when viewed strategically, plays a crucial role in aligning stakeholders,
managing reputation, facilitating change, and handling crises, thus contributing significantly to
the overall success of the organization.
References
● Johnson, G., Scholes, K., & Whittington, R. (2008). Exploring Corporate Strategy.
Pearson Education.
● Porter, M. E. (1996). What is Strategy? Harvard Business Review.
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