Strategic Communication assignment

Running head: STRATEGIC COMMUNICATION 1

STRATEGIC COMMUNICATION 5

Strategic Communication

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Description of Challenge and Opportunity

The devolution and setting up of Apple Stores was a seemingly unique and innovative ideology which was naturally bound to attract a few problems in its communication framework. Some of these challenges integrate lack of cooperation amongst departmental stores due to the adoption of the top-down management decision process. In addition, the leadership does not lay emphasis on the culture of self-driven employees whose input would prove essential. It is thus perceived to be important to establish a communication link between the upper-level management as they are the decision makers. On the other hand, there exists a sense of ambiguity in the responsibilities assigned to store managers as hey execute their duties without any oversight for accountability. Hence, there is the need to ensure proper communication protocols are defined so as to avoid instances of abuse of power, especially towards subordinate employees.

Objectives to be accomplished

Establishing confidence and trust in the leadership team has been determined as a priority. This may be achieved through the delivery of speeches through media such as video conferencing which stimulates timely responses to ignite a conversation that filled with content generated by the organization. Additionally, the firm has experienced frequent abandonment of initiatives due to the breakdown in communication channels since employees rely on the decisions of their superiors for purposes of gaining a sense of direction and guidance. Thus, aversion of discrepancies in communication between administration and workers may be remediated through the creation of an intranet site where employees may give their feedback on the cohesiveness of the channels adopted (Brown & Wyatt, 2011). In essence, the communication goals to be attained involve the development of a bridge of communication to facilitate ease of movement of information between top management and its personnel.

Audience

The audience incorporates both intrinsic and extrinsic shareholders whose communication efforts ought to gravitate towards establishing a continuous dialogue. The inherent stakeholders comprise of the employees, team leaders, and senior management while extrinsic stakeholders denote suppliers and the general public. In regards to endemic participants in the communication process, collaboration infers to the critical competency that would generate and sustain a high performance especially in the era where the internet may prove to be essential in warranting positive outcomes. Contemporary research indicates that nearly 93 percent of communication is influenced by non-verbal cues such as attitude, tonal variation, and body language while the remaining part is dependent on verbatim. Although words may bear significant content, the underlying meaning is predominantly influenced by the style of delivery of the orator alongside his physical representation. Consequently, an ideal communication strategy would comprise of collaboration in departmental stores where relative professionals employ concerted efforts by working together in tandem and sharing responsibilities. Aside from formulating plans for promotion of sales and support for the ease of problem-solving techniques, a collaboration between Apple’s professionals sheds light on the proficiencies and the limits of the type of knowledge required to support enhancements in decision making. In essence, talented teams are often backed up by the paradigms of collaboration, trust, and respect where the established system is regarded as being intrinsic since workers are aiming at certain defined objectives (Parente, & Strausbaugh-Hutchinson, 2014). A multidisciplinary stratagem is often adopted where the various specializations in the dynamic business world create an integrated plan of comprehending consumer behavior through the incorporation of multiple assessments of consumer needs. A client finds communication to be more efficient when a cohesive team is involved since he feels that his needs can be best addressed through such a structure.

Key Message

One of the important messages to be encoded in the communication procedures is the fact that all the decisions undertaken are a result of cooperative and bilateral communication that includes all retail stakeholders. Moreover, the incumbent senior management is demonstrating its readiness in spearheading the company’s vision through the application f strategic management techniques. The advent of the Apple Retail chain is designed to achieve clearly defined objectives that are only geared towards achieving ultimate success in the merchandising business. Employees have also been determined to play an integral role through their contributions to the formulation of innovative strategies and engaging the community as a whole (Cornelissen, 2014). Apple Retail is steadfast in the provision of a professional network for its workers where they can comfortably share and collaborate.

Supporting points

In regards to the messages developed, the company screens its employees to determine whether they are fit for top leadership positions. Furthermore, a yearly survey tool may be adapted to generate a feedback channel. Senior managers will be mandated to develop content for readership purposes which will then be published on the firm’s official website with the specifics involving information on retail chain business. A Communication Department will be set up, and its role would be to provide metrics on the number of hits based on the interaction and traffic flow on the website (Puccinelli, Motyka & Grewal, 2010). The quality of the comment will also be essential in assessing the comprehension of the articles published including evaluating the level of employee and customer satisfaction. Interactions on online networks have elicited the opportunity for mentorship whereby timely advice is offered as it may be integrated with other social networking sites.

Channel Selection

The ideal communication style would be the consult and join model as it involves an integrated approach where every party has a say in the communication process. Emphasis on teamwork is essential as it cognitively creates a stable communication network that adopts a symbiotic relationship. This interdependence ensures that there are continuous interactions which strengthen the communication model as information is passed on effortlessly from one component to the other. The ideal communication channels would be the utilization of online platforms such as the company’s website, social networks and even chatting sites which ensures continuity and longevity of discussions which ultimately culminate into the formation of group norms. Such a model creates the presumption that the burgeoning of online interactions may be harnessed to align it with the objectives and mission of Apple Retail. This is achieved through the development of business related constructive criticism.

Action Request

When preceding communication strategy discussion is taken in regard, one may deduce that it is necessary to incorporate an online based communication strategy as it has the potential of augmenting Apple Retail to even greater heights. Employee interaction is also an added advantage as it creates a vantage point for the generation of innovative ideologies by distinguishing what works and what does not.

References

Cornelissen, J. (2014). Corporate communication: A guide to theory and practice. Sage.

Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

Puccinelli, N. M., Motyka, S., & Grewal, D. (2010). Can you trust a customer's expression? Insights into nonverbal communication in the retail context. Psychology & Marketing, 27(10), 964-988.

Brown, T., & Wyatt, J. (2010). Design thinking for social innovation. Development Outreach, 12(1), 29-43.