CCOM7311 Revision Questions

LU1: Developing a communication strategy

1. What is a communication strategy?
2. Why is it important for an organisation to invest in a communication
strategy?
3. What is the aim of strategic management?
4. What function does strategic communication and strategic
communication management fulfil in an organisation?
5. Discuss the process of communication strategy development (Take
both Cornelissen and Steyn and Btchis arguments into consideration
here)?
6. What are the 3 common points of strategy formulation according to
Cornelissen? Provide a discussion on each of the 3 points to answer
your questions.
7. There are 5 types of contents of strategy formulation, namely:
Enterprise strategy, Corporate strategy, Business unit strategy,
Functional strategy and Operations strategy. Select 3 from the above
list and explain each in detail.
8. According to Steyn and Butchi (2004) a Corporate Communications
function takes place on the 3 strategy levels, namely: Strategist
function, Manager function and Technician level. Discuss each of these
strategy levels.
9. What does Best practices in PR Research stand for?
10. There are 3 research methods/procedures that form part of the Best
practices in PR Research. Discuss each of the 3 methods/procedures,
including the key questions associated with each.
11. Discuss the content of communication strategy development? (Take
both Cornelissen and Steyn and Btchis arguments into consideration
here)?
12. Cornelissen (2014) outlines several message styles in the
development of a communication strategy. Discuss each of these styles
and outline in which context they can potentially be used. Provide a
current example for each style.
13. Draw and discuss the Steyn and Puth (2000) model for developing a
communication strategy. Also discuss each of the steps.
14. Steyn and Btchi (2004) propose a revised version of Steyn and
Puths 2004 model. Explain this 4 step model?
15. Steyn and De Beer (2012) outline the link between enterprise,
corporate and communication strategy. In a short paragraph, describe
how these authors view this link and compare it to the way in which
Cornelissen (2014) defines the link between corporate and
communication strategy. Based on insight gained from these
viewpoints, describe how you see and understand the link between a
corporate strategy and a communication strategy.
16. Discuss the process of strategy development by using Toyota and
The Health and Social Care Board as examples.
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17. Follow this hyperlink: http://www.sals.gov.za/show.php?show=61

Read the article and discuss what you would have advised the
communicators to focus on considering what you have learned in this
learning unit.
18. Follow
this
hyperlink:
http://www.redcross.org.au/files/ES3Communication_strategy.pdf Is there evidence that research was
conducted/ considered for the development of this communication
strategy? If so, outline what was included. Did the strategy outline key
strategic issues the organisation is facing? If so, what are they? Did
the strategy provide a solution or main theme/idea of how to address
the strategic issues?
LU2: Evaluate Communication Strategy
1. What does it mean to evaluate a communication strategy?
2. Why is evaluation seen as such an important element of the
communication strategy process?
3. Research can be collected using formal and informal research. Explain
both concepts with examples.
4. Draw and discuss the planning cycle proposed by Cornelissen (2014).
In addition, apply the FedEx case study to explain each stage in the
cycle.
5. What does the planning cycle propose?
6. Discuss the three stages of evaluation and their associated levels
proposed by Cornelissen (2014). Give an example of a communication
strategy you think would fit each of the stages of evaluation. You can
select one of the case studies discussed in class.
7. Discuss and apply the process of applying a communication evaluation
guide. Answer your question by listing and discussing briefly each of
the 9 steps in this process.
8. What is the difference between a goal and an objective?
9. Why do we adopt milestones in communication strategies?
10. What are the 3 key measures of any PR context?
11. According to Meintjies (2009) the effectiveness, efficiency and costeffectives of a PR activity or programme is measured according to
which 3 elements?
12. Discuss the research methods associated with PR outputs?
13. Discuss the research methods associated with PR outtakes?
14. Discuss the research methods associated with PR outcomes?
15. Discuss the research methods associated with PR outgrowths?
16. What are the guidelines that can be followed for the effective
measurement of PR activities and programmes?
17. Discuss the role of communication policy in a communication
strategy? Answer your question by applying a relevant case study to
your discussion.
18. Why do organisations have to implement communication policies?
19. Briefly outline the importance of an e-communication policy?
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20.Read the following case study http://bit.ly/1wGHrmo and discuss the

relevance of this case for communication strategy evaluation as events often
form an integral part of communication execution.
21.Consider the similarities and differences in the policies of DSTV and the ANC.
Based on the knowledge you gained from this comparison, draft three
potential guidelines for policy development based on the similarities you have
found.
22.Apply the Asibey consulting communication strategy evaluation worksheet
(pp.32-34) to a case study of your choice.