Delivered on guest lecture to Bina Nusantara (Binus) Business School (BBS) Master in Management (MM) in Business and Management students. The course name is 'Business Communications and Interpersonal Skills'.

1. Presented by Goutama Bachtiar
Strategic Communication
and Organization Growth
May 7, 2013
25 June 2013

2. Introduction
25 June 2013

3. Share how communication plays strategic
role for organization growth with
communication ROI as its measurement
tool that yielded higher ROI for the
stockholders, lower employee turnover ,
and overall business’ financial
performance
Today’s Objective
25 June 2013

4. 1. Describing Five Organizational Variables
2. Redefining Strategic Communication
3. Describing Six Characteristics Impacting
4. Identifying Seven Steps in Strategic
Communication Process
5. Applying Strategic Communication
Outcomes
Today’s Agenda
25 June 2013

5. 1. Organizational purpose (aim, strategy)
2. People (employee, customer, supplier,
partner, vendor, distributor, competitor)
3. Organizational size
4. Organizational structure
5. Environmental factors (cultural,
geographical, politics, economical, legal,
technological)
Five Organizational Variables
25 June 2013

6. Coordination of actions, messages,
images, and any other forms of signaling
or engagement intended to inform,
influence, or persuade targeted audiences
in support of organizational objectives
Redefining Strategic Communication
25 June 2013

7. 1. Issue (information, promotion, warning,
explanation, policy, procedure)
2. Audience (clarity, relevant, accurate)
3. Audience needs (put ourselves in their soes)
4. Intended Impact for Organization (how we
want the issue be addressed by public)
Strategic Communication Elements
25 June 2013

8. 5. Message (type of message)
6. Channel (digital, non-digital, above the air,
below the air)
7. Cost (versus benefit both financial or non)
8. Metric and Measurement (parameter and
tool)
9. Ownership, Action, and Timeline (as well as
monitoring too)
Strategic Communication Elements
(cont’d)
25 June 2013

9. 1. Organizational purpose (aim, strategy)
2. People (employee, customer, supplier,
partner, vendor, distributor, competitor)
3. Organizational size
4. Organizational structure
5. Environmental factors (cultural,
geographical, politics, economical, legal,
technological)
Six Characteristics Impacting
25 June 2013

10. 1. More and more enterprise social network
deployed
2. BYOD trend is arising
3. Positive economic outlook and internet
penetration
4. Higher level of education and IT literacy
Navigating Digital Communication
25 June 2013

11. 1. Consumerisation of IT driven by principal,
operator, vendor, company policy Paperless
or less paper policy to save costs
2. Go Green initiatives esp in emerging
countries
3. Environmental factors (cultural,
geographical, politics, economical, legal,
technological)
Navigating Digital Communication
(cont’d)
25 June 2013

12. 1. Infrastructure getting improved
2. Affordable communication cost
3. Valuing Its viral effect
4. CRT TV is so yesterday
5. Go Green initiatives esp in emerging
countries
Strategic Communication Approach
25 June 2013

13. 1. Infrastructure getting improved
2. Affordable communication cost
3. Valuing Its viral effect
4. CRT TV is so yesterday
5. Go Green initiatives esp in emerging
countries
Digital Media Getting Dominant
25 June 2013

14. 1. Social media are today’s channel
2. More people in social space i.e. 900m+
Facebookers, >450m in Sina Weibo
3. Driven by youngsters (13 to 24 y.o.), public
figures such as celebs, leaders, and officials
We are in the Social Business Era
25 June 2013

15. 1. Hundred of social networks out there and
counting (P.S: interest-based)
2. Chief Social Media Officer (CSMO) on the
rise
3. Pretty specific for particular countries
We are in the Social Business Era (cont’d)
25 June 2013

16.  Iterative as in a cycle happens over and over
again focusing on when and how in particulary
aligned with business strategy and company
objectives
 Based on principle by being proactive and take
responsibility to factors influencing
organizational success
 Outcome as a communication result brought in
for internal and external stakeholders
Strategic Communication Process
25 June 2013

17. 1. That the right shareholder
2. Receive the right message
3. From the right person or group representing
the organization
Seven Steps in Strategic
Communication Process
25 June 2013

18. 4. Through the best channel
5. At the most appropriate time
6. In order to obtain appropriate action and
reaction
7. That facilitates the organization’s success in
meeting its business objectives
Seven Steps in Strategic
Communication Process (cont’d)
25 June 2013

19. 1. Desired impact on attitude, knowledge or
behavior of shareholders
2. Messaging and channels have future
perspective and respect the past
3. Management intervention are indicated
based on need
4. Measureable and socialized inside and
outside the organization
Strategic Communication Outcomes
25 June 2013

20. 4. Through the best channel
5. At the most appropriate time
6. In order to obtain appropriate action and
reaction
7. That facilitates the organization’s success in
meeting its business objectives
Applying Strategic Communication
Outcomes
25 June 2013

21. Dell
Known for "Dell Direct", not only describes its
business model but also explains a unifying
communications statement how they relate to
customer, employee, competitor and
stakeholder.
Case Studies (cont’d)
25 June 2013

22. They use communication to create alignment
among strategy, messages, employees, Wall
Street and the media.
They always modify messages by
constituency.
The communication function breaks strategy
into pieces and sells the right pieces to the right
audience.
Case Studies (cont’d)
25 June 2013

23. FedEx
Downturn economy few years ago pushes them to lay off
employees. But they realized their crews' goodwill and
morale is key to success of exceedingly customer-facing
strategy.
Not only offered voluntary severage packages to departing
employees, but communicated this internally to nearly
13,000 staff and externally through multifaceted channels
to maintain loyalty, customer trust and good graces of Wall
Street
Case Studies
25 June 2013

24. FedEx
Corporate VP or worldwide corporate communication with
HR Group and external suppliers communicated it to those
eligible for early retirement or voluntary severance through
hot lines and websites
Case Studies (cont’d)
25 June 2013

25. Quoting MIT Sloan Management Review:
1. Executives (CEO, CFO, CMO) should be
involved, not only communication’s
2. Integrated way of communication: investor,
media relation, internal
3. Important relationship matters more than
structural’s
Strategic Communication Best Practice
25 June 2013

26. 4. Top communicators should have general
management skills
5. Communication should have long term
orientation
Strategic Communication Best
Practice (cont’d)
25 June 2013

27. Q & A
25 June 2013

28. THANK YOU!