Running Head DEVELOPING COMMUNICATIONS POLICY11Dev.docx
- 1. Running Head: DEVELOPING COMMUNICATIONS POLICY 11 Developing Communications Policy Argosy University September 20, 2018 Developing A Communication Policy If the policy defines the values of the organization, it exercises the same time some control over the free flow of information for ensure the consistency of the image of the company. It will be the reference tool to avoid slippage both in normal times and when the image will be poorly known or abused. The communication policy will try to manage the flow of communication which circulates both internally and internally to the external of a organization. It is intended for all staff who must adapt their behavior to the policies and practices described in the policy. Otherwise, everyone could give free rein to his impulses or his imagination and freedom of expression may lead to cacophony resulting in a blurred image of the organization. Politics becomes a communications management guide. It reinforces the feeling internal membership and standardizes the way in which the company communicates with his environment. A communication policy does not support any exceptions. The components of the organization must be mobilized to build and project a unique image. We propose in this book the steps to be taken to build a coherent communication policy. We have collected a large number of public, parastatal or private enterprise policies to realize that each company builds its policy
- 2. according to his own needs. Some companies have a duty to communicate information because of their public status or their legal obligations. Others understood that it was essential to in full knowledge of a reference framework to manage their speech in the public square. This book describes all the steps involved in the preparation, drafting and implementation of a communication policy (Mansell, R. 2014). He proposes a set of principles and guidelines around which to develop any communication policy. This book is for people who want to understand what communication policy, why it is necessary in any company and how it is articulated. Professionals called to build such a policy can draw inspiration from it to know both the steps to be taken and what each of these steps should contain. He proposes models concrete communication policies and ways to make them operational. In various work settings there are various aspects that surround the respective work environment. One of the major aspects which is usually at the core is the workforce or rather the employees. Thus it is imperative that courtesy and consideration is upheld in a working environment in order for business to run as effectively as possible. In a working environment where an effective communications policy has been developed there are various in which employees carry themselves in order to ensure maximum effectiveness these include striving to uphold a civil work environment which implies that no vulgarities, shouting or yelling or shouting at the workplace. Gossip or backbiting is discouraged while differences in opinions are usually handled in a discreet manner. Conservative critism in a working environment is also welcome at the work place in order to ensure maximum employee productivity. Other traits that are usually embraced in a workplace with an efficient communications policy include courtesy, friendliness and respect. While developing a communications policy one of the major things that is usually vital and needs to be understood is who is the communications policy is meant for, or in simple terms
- 3. understanding the audience of the communications policy. The audience of a particular communications policy is usually all the parties that surround a particular work setting this includes the executive management, senior and junior employees, stakeholders and customers. Establishing clear communication policies in your organization has a lot of benefits some of the benefits that come with the establishment of effective communications policies include building of employee morale whilst bringing satisfaction and a sense of belonging, clear policies assist all parties in understanding terms and conditions that surround their respective tasks thus promoting commitment and loyalty. Additionally clear communication policies also aid in the bolstering of education in a working environment which ultimately aids in the reduction of lawsuits and grievances at the work place. Objectives of a Communication Policy · Promotion of coherent information internally and externally · Minimization of communication breakdowns which oversees efficiency in incidences such as providing customers with information adequately and within the required time frames. · Dissemination of research finding acquired in various work departments within the organization. · Provision of adequate communication mechanisms between the management, employees, stakeholders and customers. The Challenge of Developing a Communication Policy Any company whether public, private or non-profit, has goals set every day to offer its products and services in the public services and to manage ideological issues and choices and, as a result, its picture. At the same time, it is subject to the vagaries of the news, confronts the attacks of its competitors and its opponents, undergoes the determination conservative as well as progressive idealists and composes with the legislative requirements, media monitoring and concerns of his staff. Besides social media, citizen media by excellence, force the company to update its practices from the perspective
- 4. participatory and interactive communications. To be able to respond well on the public stage, real and of its actions, the issues it shares, ambitions that she caresses and attacks that she receives, is imperative therefore the need for the company to have a frame of reference shared by all of its internal partners and to which certain external stakeholders closely related to the company. For the company, this is about proposing in the public sphere an image that will reflect his personality. While deploying social responsibility to demonstrate your commitment to your community, it will define, through its communication policy, follow and appoint spokespersons who alone will have permission to translate the official position of the company. In this research paper we will use the words company or organization as generic terms to designate any private or public enterprise, any organization, any institution, anyone who needs to interact with their environment internal or external to ensure the coherence of its image. Tools and Tactics Used in Communication Policy Development To develop a water proof communications policy there are various methods that could be employed to ensure that there is efficient dissemination of data throughout. Such methods include use of print media which entails newspapers, fliers and ad-hoc publications. Broadcast media is also efficient in conveyance of the appropriate message. The channels that maybe used are podcasts, documentaries and web based communication. The method of communication used always should be devoid of ethnic slurs, discriminatory remarks or any obscene remarks (Kuo & East-West communication institute 2016). There are various ways in which an enterprise / organization can do social marketing. All activities of social media marketingcarried out to be incisive cannot, however, disregard the implementation of an effective social media marketing strategy. Having established that most of the methods employed in the development of a communications policy are electronic
- 5. based, below is a criteria used to give steps which are aimed at ensuring that conveyance is efficient through use of a common case scenario which is social media marketing. Phase 1: Conducting a social media marketing audit In this first step, the audit activity is aimed at evaluating the digital assets (blog, site, app, etc.) of which, in relation also to the competition, in order to detect on each social channel what works and what does not work. On which social platforms is the brand currently active? Which social networks bring greater value? Competitors, what kind of content do they post? What is the tone of voice that they have chosen? How much traffic to the website brings each social channel? What types of content are posted by us on different channels? How often? Are we getting results from investing in social media advertising? Phase 2: Definition of the objectives of social media marketing Analyzing digital assets, audience, and competition, the next step to set an effective social media strategy is to define goals and results that we hope to achieve (leads, retention of clinicians, increased sales, brand awareness?). These goals must be aligned with the overall communication and marketing strategy so that social media allows the achievement of business objectives. In setting the objectives to ensure that these are valid, it is good to follow the SMART method (specific, measurable, implementable, realistic, as a function of time) used for the first time by Drucker in 1954, in the book "The practice of Management". Phase 3: Identification of the target audience You need to be clear who your target audience is so that the message you want to convey on social media is effective. Developing customer profiles ( buyer personas ) is essential for the development of a social media marketing strategy. The collection and analysis of data on the web or from the conduct of surveys allow the marketer to achieve a high profiling of the typical customer. Once the audience is defined, through Listening activities, they can understand on which social platforms the customer (real or potential) is present.
- 6. How to Monitor Social Media Listening activity can be carried out with the help of some social media monitoring tools or manually. Let's see briefly with this last modality how to do Listening on Facebook, Twitter and LinkedIn: · Make a list of keywords that are meaningful to you that indicate your product/service, brand or need that they can meet · Enter the chosen keyword in the social search field and wait for the results. In the box of your choice, I can choose between Main results, people, pages, places, groups, applications, and events. · Enter the following data related to the comments obtained (date, author, influence, sentiment) in an excel file and archive it. You will then have an overview of what is said online about the brand or topic chosen Step 4: Creating a social media content strategy The contents are very important in order to create engagement and to achieve the pre-established marketing objectives. With this in mind, it is essential to follow a strategic approach focused on the creation and distribution of relevant and valuable content (Content Marketing), aimed at a clearly defined audience. In order for the communication strategy on different social media to be effective, however, it will be good to plan the management of this content. Choice of content and images to be published according to the type of social, choice of the Tone of voice with which you want to attend the network, find a summary in the drafting of a social media marketing editorial plan. The definition of the days, times in which publishing topics, keywords or links are the main features of another important tool: the social media marketing calendar. For planning the editorial plan, it may be useful to draw up a content matrix or use Pareto's 80/20 rule. In the latter case, 80% of posts will have to serve to inform, train or entertain their audience, while the remaining 20% to promote the brand. As regards the frequency of publication, given that quality beats
- 7. the quantity, for an SME 2 or 3 weekly content is generally sufficient. References Buliř, A., Čihák, M., Šmídková, K., Detragiache, E., & Everaert, L. (2014). Writing clearly: ECB's monetary policy communication. Communication Law and Policy. (2015). 12(3). doi:10.1207/clp.2007.12.issue-3 Kuo, E. C., Chen, P. S., & East-West communication institute. (2016). Communication policy and planning in Singapore. London: K. Paul International. Mansell, R. (2014). The handbook of global media and communication policy. New York: Wiley. I have to market a product; the product I chose is Solar Powered Car Seat covers Please answer the following questions about the Solar Powered Car Seat Covers Question 1 identify 1) the type of product you are marketing; 2) the target market, 3) the channel of distribution, 4) a rough estimate of the price, and 4) a summary of the marketing communications elements you will use to promote your product to the target market. Question 2
- 8. Describe some of the product characteristics, especially those that impact price and consumer benefits and value. Justify your decisions. Question 3 Discuss your channel distribution strategy. Why do you think your distribution strategy is better than the alternatives? The choices are selling direct, selling through traditional retailers, or selling through Amazon. You may only select one of these options. Question 4 Briefly outline your thoughts on your marketing communications plan. What type of advertising will you use? Sales promotion? Other types of marketing communications targeting both consumers (and retailers if you choose to distribute via this channel)? Are you certain this is affordable?