Principles of Strategic Communication

Chapter 3The Concept of Strategy

Learning Outcomes

By the end of this chapter, you should be able to do the following:

• Understand the concept of strategy and why it is important to managing communication.
• Identify the different concepts and steps in the strategic planning process.
• Understand the importance of participative communication practices from leadership levels to structuring a strategic planning session and implementing your strategy.

Chapter Opening Vignette

Strategy in Action

A big financial services organization in South Africa was challenged to change its management strategies after a merger of four banks and their affiliated organizations. This occurred while the transition to a democratic political system in that country ...