Creation of a Strategic Communication Case Study

Strategic Communication Case Study
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Table of Contents Introduction. 3 Context 3 Communications Goals. 4 Internal Communication. 5 Internal Medium.. 5 Internal Target Audience. 6 Internal Message. 6 Internal Needs and Development 7 Internal Support 8 Internal Conflict 8 External Communication. 9 External Medium.. 9 External Target Audience. 10 External Message. 11 External Conflict 12 Follow Up. 13 Mission, Vision, and Goals. 13 Internal Monitor and Measure. 14 External Monitor and Measure. 14 Lessons Learned. 15 References. 16
Strategic Communication Case Study
Introduction
Context
Intending to reach five billion people by 2030, Sandeep Kochhars and his wife Vishwapriya Kochhars established the storytelling consulting company BlewMinds in 2016. Through social media stories, BlewMinds will have reached 725,000 individuals directly and 200 million readerships indirectly by 2021 (Agarwal and Jain, 2022). The business offers its clients speaking engagements, webcasts, conferences, and one-on-one training. The enterprise has had the most success on social networking site LinkedIn, where Sandeep has more than 600,000 followers.
BlewMinds encourages people and enterprises to advance via self-awareness and inner control. They offer various services, such as branding, influencer marketing, online advertising, corporate and diversity recruitment, human resources outsourcing, training, and coaching (Agarwal and Jain, 2022). Sandeep spends a few hours every day posting articles to his LinkedIn page. Over time, he gathered more followers, reaching a daily average of 1,000.
Vishwapriva was in charge of organizing everything and ensuring everything ran smoothly. She oversees mentoring, training, development, and consultancy. Additionally, she handled BlewMinds' corporate and recruitment programs, which aided in creating opportunities for some groups, including women, new moms, and individuals with impairments.
Initially, with BlewMinds, Sandeep and Vishwapriya decided to prioritize quality above quantity when selecting which projects to take on. Since they wanted to give each project their entire focus, they refrained from focusing on multiple projects simultaneously. While Sandeep advertised BlewMinds on his LinkedIn page and referenced BlewMinds in his post, Vishwapriva exploited BlewMinds by spreading the word of mouth to her professional connections. The first client for BlewMinds came from Sandeep's LinkedIn article, and many more are expected to follow. The two-person BlewMinds team decided that further assistance was needed. They hired five new personnel and started preparing them for full operational responsibility.
The creators of BlewMinds still have work to do, given the tremendous growth of the business in the short time since it began. BlewMinds must keep growing and adding services to reach five billion people by 2030. The business must deal with the fundamental problems preventing them from achieving their objective. Lack of business expansion and services are a few challenges BlewMinds encounters.
Communications Goals
An organization's communication goals outline what it hopes to achieve through its communication activities. Targets for transmitting information, knowledge, and emotion have been termed communication goals (Juba, 2021). Since BlewMinds' business is not growing, they need to be able to take on additional tasks, hire additional personnel, use technology, and connect with new clients. Because they valued quality over quantity, BlewMinds started by limiting the number of projects they would take on. However, more projects must be taken on concurrently to expand the company. Staff meetings must discuss taking on more projects and each employee's roles. The business will need to send out internal communication (emails, announcements, and so on) in addition to external communication (advertising, emailing, among others) to previous, current, and potential clients, informing them that they will be opening up space for new projects, to ensure all staff stays on the same page.
Additionally, BlewMinds will require more staff members; currently, the company employs seven employees, including the two proprietors. Utilizing new publications, walk-in interviews, online job boards, and other external communication methods to advertise job opportunities to attract the best candidates to grow the company. The firm uses external advertising sources, such as other social networking sites and webpage advertising, to advertise the business and drive traffic back to its LinkedIn page. LinkedIn has been the company's primary means of reaching customers. BlewMinds has the potential to grow into a multinational corporation.
Although BlewMinds already provides its customers with a wide range of services, improvement is always needed. They are expected to have internal staff workshops to discuss additional services they could offer their customers. To ensure that the entire staff is informed of impending changes, they must follow up the meetings with internal communications through emails, business announcements, and memos. They must tell current, former, and prospective customers about their additional services. To fill the additional positions, BlewMinds would need to use external communications to attract qualified candidates. Through internal communications, team members can be invited to participate in special training sessions that will assist them in learning about the new services, which may result in internal promotions and business expansion.
Internal Communication
Internal Medium
Many firms place a high priority on staff involvement and internal communications. Internal communication can inform specific individuals or the whole team about changes being implemented. According to Rogala & Bialowas (2019), internal communication is necessary to exchange information between the business's divisions and personnel effectively. An internal memo would be the most useful type of communication for addressing BlewMinds changes. Contrary to verbal or personal interaction, which can be challenged, personnel can overlook it, and the information can be misinterpreted while being shared. A memo offers simple and transparent communication. A memo is a quick and effective communication method that enables the simultaneous distribution of information throughout the business. It can keep track of the activities that need to be taken and by whom. Every employee of the company can get the memo via company email. The management will be able to track how many staff members read the email by including a read receipt.
Internal Target Audience
Audiences for internal communications are individuals with whom the author has similar values or a common perspective on the world. Personnel, shareholders, board members, sponsors, and volunteers are examples of sub-audiences that might make up internal audiences in businesses. Using the appropriate internal audiences can increase performance and staff engagement. The CEOs of BlewMinds would write the internal letter and distribute it to their staff members because BlewMinds is a relatively small business. Sending the memo to all BlewMinds team members keeps them informed of company developments and any internal changes that will be made. It also allows staff members to react with concepts, concerns, and feedback.
Internal Message
To: Team Members
From: CEOs
Re: Growth and Development
Let me start by emphasizing how proud we are of the excellent effort you have all executed. All of you have contributed to the remarkable growth and development that our business has recently seen. In the coming year, BlewMinds will continue to expand by adding new people, tasks, services, and internal training initiatives. By 2030, we want to expand to five billion consumers, and with your support, we can achieve this goal. Change might be scary, but we can help you with any anxieties or concerns. Each new change will be deployed gradually and independently to guarantee its success. Next week, the team will meet to examine the latest upgrades and any issues or recommendations you may have.
Let’s win together.
Sandeep and Vishwapriya Kochhar
BlewMinds Executive
The top-down, multi-layered approach to change management is used in this communication. Since there are now just two CEOs and five workers at BlewMinds, any change must start at the top. The message sent to the entire team is from the CEO and states that the business would aim for increased growth.
Internal Needs and Development
Although they may already be aware of imminent changes, workers' unique needs and professional development must be considered to guarantee that the message aids in the changes becoming a reality. Workers' resistance to the change could make people nervous and increase conflict inside the workplace. To reduce risks to the business and unneeded stress on the personnel, consider how they might respond before informing them of changes (Parimita & Aminah, 2021). Anxiety is more likely to happen when a change affects factors essential to an employee's awareness of self, especially when personal identity is significant. Experiences of uncertainty serve as a facilitating element for this effect. The message should motivate staff to contribute to the company's success positively.
Internal Support
Depending on the individual, employees will experience various feelings when the transformation is revealed, ranging from fear to relief to enthusiasm. It is crucial to remember that each individual will distinctly encounter change and respond to it uniquely. Keeping open lines of communication will help reassure the workforce that the adjustment will also be to their advantage. These kinds of fears can be lessened with the use of favorable, functioning, and truthful communication. Establish short-term accomplishments and communicate them to the team when all the stages of the transformation are implemented. Small successes can greatly increase engagement. When the objective seems unattainable and is in the far-off future, it is too simple to become disheartened. Divide the overall transformation into more specific, attainable objectives. Team members who experience small achievements can recognize their progress and pick up new skills (Kotter, 2019). Further, incorrect assumptions can only result in divergent viewpoints. They will be more likely to support the management vision for organizational change if the leadership reduces their false assumptions. Giving direct answers to their queries was the simplest method to dispel these presumptions. It will reassure them that these adjustments are justified and that a strategy is being implemented.
Internal Conflict
Conflicts often occur when things change for a company's greater good. The primary root cause of conflict may be the workforce rejection of reforms. Even though resistance to change is typical in any firm, a plan should be developed to deal with employees who do so. Because BlewMinds is now a small business, any team member's resistance may be addressed in person by addressing their concerns about the reform and persuading them that it will be beneficial. Personnel must also have faith that they will...