Strategic Communication Plan of Cocacola
Strategic Communications Plan for
2010
Leyla Jafarova
Alexander TEI Thessaloniki, Instructor: Mrs. Milona
12/10/2010
Introduction
Like all functional areas of a company, the Communication Department plays a key role in helping an organization reach its objectives. It makes an organization understandable; it emphasizes its differences; it prioritizes messages for its key audiences. Ultimately, Communications works to package and position an organization - to make sure its messages are clear, coherent and consistent only then, can stakeholders be most supportive.
Strategic communications plan helps you integrate all the organization’s programs, public education and advocacy efforts. By planning a long-term strategy for your efforts, you will become more proactive and strategic, rather than consistently reacting to the existing environment. The strategic plan will help you use your resources more effectively and strategically by highlighting synergies and shared opportunities in your various programs and work areas.
The creation and adoption of a strategic communications plan represents a significant step for any organization. For many organizations, the adoption of such a plan represents a cultural shift toward communications and a clear recognition that all the organization’s efforts have a communications element. Public education, grassroots organizing, research, public advocacy, direct service and even fundraising are all, at their core, communications tasks vital to the health and success of a nonprofit organization.
Strategic Communications Plan consists of several parts and normally includes: * Context- what's happened before? What's the history? * Environmental Scan- what are the key factors that will affect your success? What is the media saying? * Stakeholders- your stakeholders and their expected reactions. How you will manage them? * Objectives- what do you want to achieve? (should be clear, relevant, measurable... use the
2010
Leyla Jafarova
Alexander TEI Thessaloniki, Instructor: Mrs. Milona
12/10/2010
Introduction
Like all functional areas of a company, the Communication Department plays a key role in helping an organization reach its objectives. It makes an organization understandable; it emphasizes its differences; it prioritizes messages for its key audiences. Ultimately, Communications works to package and position an organization - to make sure its messages are clear, coherent and consistent only then, can stakeholders be most supportive.
Strategic communications plan helps you integrate all the organization’s programs, public education and advocacy efforts. By planning a long-term strategy for your efforts, you will become more proactive and strategic, rather than consistently reacting to the existing environment. The strategic plan will help you use your resources more effectively and strategically by highlighting synergies and shared opportunities in your various programs and work areas.
The creation and adoption of a strategic communications plan represents a significant step for any organization. For many organizations, the adoption of such a plan represents a cultural shift toward communications and a clear recognition that all the organization’s efforts have a communications element. Public education, grassroots organizing, research, public advocacy, direct service and even fundraising are all, at their core, communications tasks vital to the health and success of a nonprofit organization.
Strategic Communications Plan consists of several parts and normally includes: * Context- what's happened before? What's the history? * Environmental Scan- what are the key factors that will affect your success? What is the media saying? * Stakeholders- your stakeholders and their expected reactions. How you will manage them? * Objectives- what do you want to achieve? (should be clear, relevant, measurable... use the
Bibliography: Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan (Nonprofit Law, Finance, and Management Series) by Janel M. Radtke Production and creativity in advertising, Robin B Evans (1998) Marketing communications: Contexts, strategies and applications. Chris Fill (2002) How advertising works: the role of research Coca-Cola annual report, 2009, www.coca-cola.com http://en.wikipedia.org/wiki/The_Coca-Cola_Company