SOUTHERN CROSS UNIVERSITY ASSIGNMENT COVER SHEET Student Name: MUNISHWAR Student ID No.: 22192659 Unit Name: COMMUNICATION MANAGEMENT Unit Code: MNG81001 Tutor’s name: ELIZABETH ROBERTS Assignment No.: 1 Assignment Title: EXECUTIVE SUMMARY Due date: 17/03/2017 Date submitted: 17/03/2017 Declaration: Munishwar I have read and understand the Rules Relating to Awards (Rule 3 Section 18 – Academic Misconduct Including Plagiarism) as contained in the SCU Policy Library. I understand the penalties that apply for plagiarism and agree to be bound by these rules. The work I am submitting electronically is entirely my own work. Signed: (please type your name) Munishwar Dated: 17/03/2017 Executive Summary To: Melinda Muir, CEO, Ottoman’s Restaurant Chain From: Mohit Kapila (Munishwar), Managing Director Date: 14 March 2017 Subject: Using Strategic Communication in Ottoman’s Dear Melinda, Introduction We discussed previously about strategic communication and how to use it more in the business. To help us to do this, I have read three articles which describes the uses of strategic communication for development organizational in management. These articles show that communication is most important thing for implementation of management strategy and the companies whose CEOs are aware of the importance of communication will succeed. Moreover, strategic communication is highly relevant for being more involved in decision making. In the following memo, I am going to explain the three important themes that I found from the above mentioned articles, which are the importance of strategic communication, the departments that should be involved in strategic communication within a company, and how better strategic communication is going to lead to better success in business. The importance of strategic communication In the past, communication was not a high priority for most businesses, compared to other things like marketing, customer service, and human resources, but communication has now emerged as one of the most important things to enhance the position of strategy, and to put the management strategy in order. Communication became more important now because CEOs recognize that communication helps to bring more customers to a business by building and communicating the brand to the customers (Argenti, Howell, and Beck, 2005). Additionally, bad communication may result in bad outcome, as stated by Bronn (2013): “Lack of understanding of communication practice within top management’ as the foremost barrier affecting the professionalism of PR/CC”. Overall, communication is more promoted nowadays in business because its importance has been emphasised. Involvement of all departments in strategic communication Previously, strategic communication has been done by only the communications department, or by individual staff members, for example, PR officers. However, now strategic communication is used by more than just one single department, “challenging borders between functions such as human resource, marketing, information technology and communications” (Falkheimer, 2014). Although these departments have different objectives and channels, they should be “consistent both with one another and the corporate strategy” (Argenti, Howell, and Beck, 2005). For example, the media department has public relations as their main objective, and press releases and interviews as the channels, while marketing department has increasing sales and building up the company image through advertising and promotions, but these should still be linked to the overall corporate strategy. In conclusion, Christensen et. al. (2008) said that strategic communication is “a certain way of thinking about and approaching communication … that embraces all the organization’s communication activities” (quoted in Falkheimer, 2014). Better strategic communication leads to better success in business Communication is not important to run a business but leaders should have disciplines of communication skills with employees and social. While the communication leaders in business should know the grade of business when they were not in there. The role of public relations with communication is sensitive. Communication have become a self-evident and neccarsy for startregic management in business, (Tench et al. 2009). “As outcomes-based measures of communication continue to develop even the most reluctant senior executives will see the demonstrated value that communication brings the implementation of strategy.” – Argenti, Howell, and Beck, 2005. Conclusion (approximately 10% of word count) In summary, ….. (Statement of your concluding position). …. (Re-statement of thesis statement ). I recommend that… (Final though reference back to purpose). References