Corporate Communications: Theory and Practice, Essay Example

FAO Communications Strategy

According to Cornelissen (2004, p. 141), “an effective streamlining of communications activities is just as important to organizations within the public sector as in commercial firms”. The organization’s constituents are government policy- and decision-makers, media executives, journalists, the public and representatives of NGO-s, staff, the private sector and collaborating researchers. However, the policy states that the organization’s strategy focuses on targeting the most influential constituents of FAO. Mailing lists are created and segmented based on the individual’s stakeholder status to diversify messages.

Government officials are targeted through advocacy messages in order to engage them in discussions about the topics of interest and research FAO works on.

NGO-s and lobbyists are to receive communication regarding the issues related to the work of FAO and are provided with essential information about policies and programmed to gain support. The communication channel for this strategic aspect would be interpersonal relations, advocacy of executives and engagement in government, NGO programs through collaboration initiatives.

Researchers are provided with information about projects and initiatives in order to allow FAO to gain engagement and support from various scientific organizations. The publication of organizational research studies and journal articles under FAO’s name is an effective communication channel for delivering the messages.

FAO is also trying to engage employees and research partners in order to gain commitment and create a “human face” of technical and emergency assistance. The incorporation of internal newsletters and mailing lists can create a successful communication strategy.

Private sector companies and potential investors are also provided with messages that create commitment, a sense of urgency and emphasizes the vision and mission of FAO to gain support on ideological and financial levels. Industry-related publications, conference speeches and electronic media resources would be effective ways of reaching out to public sector organizations in order to promote the implementation of FAO’s values and gain financial support.

Journalists would be provided with messages that promote the transparent image of FAO and emphasizes the importance of the organization’s work. Press releases, media coverage through a “FAO spokesperson”,  on-the-record interviews and field project coverage reports would constitute towards a media communication strategy.

References

Cornelissen, J. (2004) Corporate Communications: Theory and Practice. SAGE Publications.