Communication strategy example pdf

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How to Communicating and Cascade the Strategy? Click on the graph to download communication strategy example pdf big Strategy Map template in .

What are the main principles behind Strategy Maps? Strategy is based on a differentiated customer value proposition. Value is created through internal business processes. Strategy consists of simultaneous, complementary themes. Strategic alignment determines the value of intangible assets. In their 2001 book The Strategy-Focused Organization, Kaplan and Norton transformed their Balanced Scorecard, in 1992 introduced in the Harvard Business Review as a performance measurement system, to a strategic management system. See the figure on the left.

You can click on the graph to download a bigger one in pdf format. SMs are a strategic part of the Balanced Scorecard framework to describe strategies for value creation. The financial perspective looks at creating long-term shareholder value, and builds from a productivity strategy of improving cost structure and asset utilization and a growth strategy of expanding opportunities and enhancing customer value. These last four elements of strategic improvement are supported by price, quality, availability, selection, functionality, service, partnerships and branding. From an internal perspective, operations and customer management processes help create product and service attributes while innovation, regulatory and social processes help with relationships and image. All of these processes are supported by the allocation of human, information and organizational capital. Organizational capital is comprised of company culture, leadership, alignment and teamwork.

Finally, cause and effect relationships are described by connecting arrows. By connecting such things as shareholder value creation, customer management, process management,  quality management, core capabilities, innovation, human resources, information technology, organizational design and learning with one another in one graphical representation, strategy mapping help greatly in describing the strategy and to communicate the strategy among executives and to their employees. The formation of communicative motivation or reason. Transmission of the encoded message as a sequence of signals using a specific channel or medium. Reception of signals and reassembling of the encoded message from a sequence of received signals.

Decoding of the reassembled encoded message. Interpretation and making sense of the presumed original message. Biosemiotics which examines communication in and between living organisms in general. Human communication is unique for its extensive use of abstract language. Development of civilization has been closely linked with progress in telecommunication.

Nonverbal communication describes the processes of conveying a type of information in the form of non-linguistic representations. Nonverbal communication demonstrates one of Wazlawick’s laws: you cannot not communicate. Once proximity has formed awareness, living creatures begin interpreting any signals received. Some of the functions of nonverbal communication in humans are to complement and illustrate, to reinforce and emphasize, to replace and substitute, to control and regulate, and to contradict the denovative message. Nonverbal cues are heavily relied on to express communication and to interpret others’ communication and can replace or substitute verbal messages.

When verbal messages contradict non-verbal messages, observation of non-verbal behaviour is relied on to judge another’s attitudes and feelings, rather than assuming the truth of the verbal message alone. They are included in every single communication act. To have total communication, all non-verbal channels such as the body, face, voice, appearance, touch, distance, timing, and other environmental forces must be engaged during face-to-face interaction. Written communication can also have non-verbal attributes. Many different non-verbal channels are engaged at the same time in communication acts and allow the chance for simultaneous messages to be sent and received. Non-verbal behaviours may form a universal language system. Smiling, crying, pointing, caressing, and glaring are non-verbal behaviours that are used and understood by people regardless of nationality.

Such non-verbal signals allow the most basic form of communication when verbal communication is not effective due to language barriers. Verbal communication is the spoken or written conveyance of a message. As previously mentioned, language can be characterized as symbolic. The properties of language are governed by rules.

Over time the forms of and ideas about communication have evolved through the continuing progression of technology. Advances include communications psychology and media psychology, an emerging field of study. Written communication first emerged through the use of pictographs. The pictograms were made in stone, hence written communication was not yet mobile. Pictograms began to develop standardized and simplified forms. The next step occurred when writing began to appear on paper, papyrus, clay, wax, and other media with commonly shared writing systems, leading to adaptable alphabets.