What is Enterprise Strategy?

Enterprise strategy is the broadest level of strategy, formulated at the strategic level of an organisation by the Chief Executive, other members of top management and the Board:

It is the term used to denote the joining of ethical and strategic thinking about the organisation and aligns organisational behaviour and strategies to standards, norms and expectations in the broader environment. It is the strategy level where the social and political legitimacy of an organisation is addressed the aim to be regarded as a good corporate citizen, acting socially and environmentally responsible, and taking all stakeholders into consideration (not only shareholders). Many organisations do not have an explicitly stated enterprise strategy, but it exists nevertheless and manifests itself in mission and vision statements, codes of conducts/ethics, reputation risk management, communication approach towards stakeholders in general and during a crisis situation in particular, and their approach towards the common good (society at large) and the natural environment.

You are referred to the Orientation (Home page or opening screen of comProPractitioner ) where more information is presented. Click on the first cylinder on the graphic titled Enterprise Strategy.

Is Enterprise Strategy the same as Corporate Strategy? No, in contents it is not at all the same and achieves different organisational goals. Enterprise strategy focuses on an organisations approach towards stakeholders, the natural environment and its role in society, addressing the so-called soft issues faced. Its focus is the achievement of an organisations nonfinancial goals. Enterprise strategy can best be described as the responsibility of the Board and top management for the organisations social, political and environmental performance. Corporate strategy , on the other hand, is focused on achieving an organisations financial goals. It often involves decisions on mergers and acquisitions, strategic alliances, joint ventures, selecting tactics for diversification and growth, and managing corporate resources and capabilities. Corporate strategy can best be described as the responsibility of the Board and top management for the organisations financial performance. The confusion between the two types of top-level strategy comes about because in practice, many organisations formulate only Corporate (financial) Strategy but include vision and mission statements in it (which are really manifestations of Enterprise strategy). It might have been sufficient in a previous business paradigm to formulate only vision and mission as the organisations Enterprise strategy. However, in the current business environment it is imperative to also address an organisations social and environmental responsibility, as well as its behaviour as a corporate citizen.

What is Communication Strategy? Communication strategy (also called corporate communication or public relations strategy) is seen to be a functional strategy, providing focus and direction to the Communication function. Functional strategy involves what should be done in each of the key functional areas, given the specific emphasis placed on them and the resources allocated. Each functional area makes its own unique contribution to strategy formulation at different levels. The concept of communication strategy is based on the assumption that the communication function is practised as a strategic management function; that it assists the organisation to adapt to its environment by achieving a balance between commercial imperatives and socially acceptable behaviour; that it identifies and manages issues and stakeholders to ensure that organisational and communication goals are aligned to societal and stakeholder values and norms; and that it builds relationships through communication with those on whom the organisation depends to meet its economic and socio-political goals. The steps in developing communication strategy are the following:

To develop 'deliberate' communication goals, based on organisational priorities.

To set efficiency targets. To develop 'emergent' communication goals, identified during the stakeholder and issues management process. To develop a communication framework for implementation of the strategy. To set communication budgets. To set evaluation methodology.

You are referred to the Orientation (Home page or opening screen of comProPractitioner ) where more information is presented. Click on the second cylinder on the graphic titled Communication Strategy .

How does the Communication Strategy differ from Communication Plans and Activities?

Communication strategy is the thinking, the logic behind the communication functions actions -- determining what should be communicated rather than how it should be communicated. Communication strategy provides the framework for the communication plans necessary to carry out the strategy. As a functional strategy, it provides the vital link between the organisations enterprise/other strategies, and the plans developed by the communication function. Communication strategy is mainly derived from/influenced by the organisations enterprise strategy and also delivers inputs into the enterprise strategy. Communication strategy is therefore not the same as communication plans. The communication plan is the vehicle that converts strategic intent into execution. It is a detailed, written document spelling out the communication objectives that are derived from, and aligned with, communication goals that have been identified in the communication strategy phase. The communication plan tells the story of how specific communication goals will be put into action. It translates broad communication goals into specific, measurable objectives; stakeholders into target audiences; and communication themes into messages tailored for these target audiences. At the core of the communication plan is the implementation strategy a clear articulation of the kind and combination of media, tactics and tools to be used in getting the right messages to the right audiences with the right effects. The communication activity is a detailed planning form developed to facilitate scheduling and implementation. The emphasis is on concrete details. Planning is no longer general, but settles on numbers, names, figures and time frames. Deliverables are spelt out as well as the tasks to be accomplished in achieving them. Dates and times are pinned down; facilities, equipment, and materials are designated; and roles and responsibilities defined.

You are referred to the Orientation (Home page or opening screen of comProPractitioner ) where more information is presented. Click on the third and fourth cylinders on the graphic titled Communication Plan and Communication Activity.