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Essay / Research Paper Abstract
This 20 page paper looks at the way in which an organizational communication strategy can be developed. Using the American Red Cross as an example potential communication goals identified, in the context of the current issues of faced by the organization. Following the establishment of the goals, the identity and profile the target markets is determined, the message developed, the communication channels selected and a plan for implementation is presented. The bibliography cites 8 sources.
Page Count:
20 pages (~225 words per page)
File: TS14_TECSredcross.rtf
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Unformatted sample text from the term paper:
The Traditional Donor 10 3.2.3 Personal; The New Donor 11 4. DEVELOPING THE MESSAGE 12 5. SELECTING THE COMMUNICATIONS CHANNEL 16 6. ACTIVITIES AND MATERIALS 19 7. ESTABLISH PARTNERSHIPS 19 8. IMPLEMENT PLAN 20 9. EVALUATION AND ADJUSTMENT 21 REFERENCES 22
1. Introduction The American Red Cross is a non governmental, non profit making organization and is a major primary response organization with the aim of helping
in emergencies; the American Red Cross is part of the larger global Red Cross organization. The problem is that just as in any industry or economy sector there will be
competition, barriers and challenges which the NGO has to deal with when determining future strategies, this has resulted in the organization suffering as a result of the credit crunch
and the model followed by the organization is one that lead to a major weakness in terms of fund raising. In order to increase funds available the organization needs to
develop and well-organized communication strategy. In order to develop an effective organizational communications strategy it is necessary to consider who the organization
are and what the goals of the strategy will be as well as the desired target audience. It is with this that foundations for the way that the message should
be communicated can be determined, along with channel choice, determination of any partnerships needed and general implementation. 2. Determining Goals 2.1 Background To determine what goals need to be
realized through the strategy it is important to look at who the organization are and what they want to achieve, and the way that that this may be achieved.
The American Red Cross was founded by Clare Burton in 1881, the role of the Red Cross has changed and as well as assisting victims of disasters there is
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