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Communicating to Influence Reputation

Henley’s ‘Channel Strategy Model’ shows how to optimise value from third party influencers



Tuesday 24 October 2017

 

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Organizations sink or swim according to their reputation with customers, investors, employees and society. The reputation and relationships organizations have with these stakeholders can be greatly influenced by third parties, and yet traditional communications strategies often fail to optimise third party influence.

Click on DOWNLOAD THIS RESOURCE above to read the White Paper Introducing the Channel Strategy Model: How to Optimise Value from Third Party Influence

While organizations may say they listen to their stakeholders, in reality most of corporate communications activity is dedicated to an outflow of messages to predictable ‘targets’, and stakeholders are typically perceived as recipients of messages rather than true communication partners.

The gap between an organization’s perception of stakeholder views and what the stakeholders actually think can be very wide – frequently because the organization is left out of the wider conversation taking place directly among stakeholders.

The Channel Strategy Model shifts the approach from inside-out communications to stakeholder-centric outside-in communications. It leverages networks to encourage indirect communications and emphasises the importance of communication as a two-way process, highlighting the critical importance of listening as well as broadcasting in building reputation.

The authors, Professor Kevin Mooney and Tony Dyson of Tessera Consulting, suggest that the Model “will enable communication planners to enter an informed space around stakeholder issues and to predict with greater accuracy the most effective way to utilise influence networks, mobilising resources and energies of other actors and effectively ‘recruiting’ stakeholders as agents in a campaign.”

Click on DOWNLOAD THIS RESOURCE above to read the White Paper Introducing the Channel Strategy Model: How to Optimise Value from Third Party Influence


Set in the heart of the Thames Valley and conveniently located for London, Henley is one of the oldest and most respected business schools in Europe. Ranked 3rd in the UK for executive education (FT 2017), it is part of an elite group of business schools to be triple-accredited for the quality and capability of faculty and output.





 
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