WEEK 2 BLOG : COMMUNICATIONS STRATEGY

     Argenti, Howell, and Beck's (2005) characterize communication as part of an organization's overall strategy. I agree with this philosophy and this has been proven by numerous case studies throughout time. In a time where there is an abundance of communications channels and where message consistency plays a pivotal role in the success of a campaign, communications need to be aligned with a company’s overall strategy for it to have an impact. Companies taking a short-term approach to communicating with key constituencies will definitely be impeding there overall corporate strategy in the long run.
      Communications for it to be effective must align with the company’s overall strategy which in turn will enhance its strategic positioning. As the authors state “strategic communications requires an integrated, multilevel approach. Each communication function fulfills specific objectives, is targeted at specific constituencies that are critical to meeting those objectives and is delivered through the channels most appropriate to and effective for those constituencies (Argenti, P., Howell, R. and Beck, K, 2005). Dell is a perfect example of aligning communications to the overall corporate strategy as evidenced by their CEO Kevin Rollins who states “Communications are an essential part of what you have to offer to customers and shareholders. Communications has to be in the center to be optimally effective.” (Argenti, P., Howell, R. and Beck, K, 2005). In terms of Dell this means functional integration which aligns all communications strategies internally and externally.
     Another great example is FED Ex, as evidenced by their CEO who says “Communication is at the center of everything. You can’t execute strategy if you can’t communicate about it (Argenti, P., Howell, R. and Beck, K, 2005). This characterization applies to marketing, advertising, and other elements of IMC and social media as in this highly integrated global market consistent clear communication is the key to a company’s success. Messaging needs to be clear and consistent across all mediums which include social media. Social Media can play a role in organizations overall strategy as it is a medium for two way communication between companies and consumers. With the social media boom of facebook, twitter, pinterest and others, we are continuously seeing these platforms be the home for effective two way communication.
     To align each of the IMC's elements and many social media channels “all communications to all constituencies through all channels must be customized to a given objective, yet consistent both with one another and the corporate strategy” (Argenti, P., Howell, R. and Beck, K, 2005). This however shouldn’t be the only thing that needs to take place as any type of strategy needs to be measured and monitored in order to be successful. Currently tools such as Google Analytics helps companies adhere to these objectives.

References:

Argenti, P., Howell, R. and Beck, K. 2005. The Strategic Communication Imperative. Retrieved on February 3, 2014, from: MIT Sloan Management Review: https://www.dartmouth.edu/~opa/communicators/fall08/reading/Sloan_MIT_Strat_Comm_Imp.pdf