Communication policy

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The communication policy is concerned with the question of how the objectives of a large organization to understand and can be effectively taught how about your own activities and their results will be informed how the organization learns the opinions and wishes of the relevant groups and how the processes within the organization be designed. Communication policy plans and controls internal and external communication between the organization and the environment or individual target groups . It is a function of leadership, organization and marketing. This article deals with corporate strategy aspects. The article Communication Policy (Marketing) deals with communication policy as part of the marketing mix . This includes advertising as the most well-known tool .

Definition of communication policy

Communication policy is understood to mean the strategic planning and implementation of all measures for the planned design and personal or impersonal communication or acquisition of information . The purpose is to create a targeted dialogue between those involved and affected . This also includes the control of mutual influence to change knowledge, attitudes, expectations and behavior of those involved and affected as well as uninvolved third parties.

See main article communication

Goals and content

The aim of the communication policy is to create a dialogue between all those affected and involved in the development and implementation of corporate policy and corporate goals .

The content of the communication policy is the strategic planning of internal and external communication, the selection of the communication content, the communication channels, the communication instruments, the target groups, the determination of the persons responsible for the development of the communication processes in detail and for their implementation. In addition to the classic content of marketing (trust in the company and the brand, introduction of new products, steering demand, opening up new markets), this also includes exchanges with research, education, politics and the perception of social, ecological, labor market and financial issues Internal and external responsibility, but also dealing with faults ( incident management , complaint management , crisis management ).

Mission statement and culture

The mission statement ( corporate identity ) and its implementation ( corporate image ) are directly related to communication policy. The mission statement is the image of the company that it represents internally and which it wants to convey to the outside world, i.e. the target state. The corporate culture is the current state. This includes in particular the management style and decision-making structures, i.e. the behavior between managers and employees, employees among themselves, towards customers, suppliers, partners and the public ( corporate behavior ).

The current image of the company in people's minds (“corporate image”) should be brought into line with the mission statement through the use of communication measures and become a corresponding lively corporate culture. This is done with methods of organizational development and personnel development or communication policy. The tools of the "corporate identity" include the design of buildings (exterior and interior design), company logos, work clothes, forms, etc. ( corporate design and corporate communication ), used in advertising, public relations and internal company communication.

Implementation of the communication policy

The communication policy is based on a step-by-step plan:

  1. Situation analysis and forecast for the company
  2. Agree on corporate goals
  3. Derive marketing goals
  4. Define communication goals and target groups
  5. Develop communication strategy, create communication message
  6. Determine the budget, choose the media
  7. plan individual communication measures
  8. Pre-test, check the effect, return the result to step 7 to make improvements
  9. Implement communication measures
  10. Measure the impact, return the result to steps 5 to 9 to make improvements and corrections

Defensive or constructive politics

See main article XY theory

The defensive communication policy assumes that those affected and those involved are hostile competitors. This attitude can be recognized, among other things, by working time control, video surveillance, negative headlines after incidents, many employees in controlling, quality assurance and plant security, and confidentiality of business figures.

The constructive communication policy is based on the assumption that those affected and those involved are friendly partners. This attitude can be recognized by mutual appreciation and trust, intensive communication across hierarchies, flexible working time models, open doors, active internal and external information, direct contact between employees and customers and suppliers, open quality circles.

Communication tools

The communication instruments serve as a means of structuring the dialogue between all participants, for the mutual transfer of information and messages, and for common decision-making. Depending on the goal and task and the groups involved, appropriate instruments are put together to create the most effective communication mix possible.

In addition to the classic methods of advertising ( above the line ) and the new methods of marketing ( below the line ), there are a variety of instruments and methods.

See main article communication tool

Integrated communication

Integrated communication describes the process of planning, organizing, implementing and controlling all communication measures of the company with customers, suppliers, employees, donors, neighbors, affected and involved groups, politicians and the population - for the development and implementation of company goals.

Integrated communication has the task of meaningfully linking the communication content with the communication channels and communication instruments and measures of internal and external communication in a self-contained and consistent communication system in order to achieve optimal results for all parties involved.

literature

  • Manfred Bruhn: Communication policy: Systematic use of communication for companies. 2010, ISBN 978-3-8006-3780-5 .
  • Manfred Bruhn: Corporate and Marketing Communication Manual for an integrated communication management. 2005, ISBN 3-8006-3145-8 .
  • Manfred Bruhn: Lexicon of communication policy: Terms and concepts of communication management. 2008, ISBN 978-3-8006-3487-3 .
  • Kevin Riemer: Communication from Nonprofit Organizations. Basics of communication policy and SWOT analysis of UNICEF Germany. AVM, Munich 2009, ISBN 978-3-89975-931-0 .

See also