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Strategic Communication Interview

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Rachael Guia
Rachael Guia

Robert J. Whitney is the ABS Manager of External Affairs. He began his career at ABS three years ago in government affairs and is now responsible for global corporate media, public relations, and marketing related to marine and environmental compliance. Strategic communication, according to Whitney, is communication that is aligned with and enhances a company's overall strategy. Knowing your audience is key, as communication must break strategy down and target the right messages to the right groups. As a manager, Whitney's role is to represent ABS's perspective and be the voice in important discussions.

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Strategic communication An interview with Robert J. Whitney, ABS Manager, External Affairs
Manager, ABS External Affairs Robert J. Whitney Began career at ABS three years ago in Government Affairs, has since moved to External Affairs Responsible for executing global corporate media, public relations and marketing in the marine and environmental compliance areas
Main Components of Strategic Communication Strategic Communication, defined Knowing your audience Responsibilities of a Manager - The Voice in the Room
Defining Strategic Communication We define strategic communication as a communication aligned with the companys overall strategy, to enhance its strategic positioning (Argenti, Howell, Beck, 2005). In this clip, we listen to Whitney define strategic communication and compare it to regular corporate communication.
Knowing Your Audience Knowing your audience is a key function of strategic communication Dell CEO Kevin Rollins states, the communication function breaks strategy into pieces and sells the right pieces to the right audiences (Argenti, Howell, Beck, 2005). In this clip, we hear Whitney discuss the importance of knowing your audience in order to successfully execute a strategic communication strategy.
Responsibility as a Manager - The Voice in the Room Eisenberg (1984) notes,Sophisticated managers seldom lay down the law in areas of great importance to the organization ( p.235). The goal of strategically ambiguous communication should not be shared meaning but instead organized action (Goodall, Trethewey, McDonald, 2006). In this clip, we hear Whitney give his thoughts about his role as a manager and about being the voice in the room.
Key Takeaways
Citations Argenti, P., Howell, R., Beck, k. (2005) The strategic communication advantage. MIT Sloan Management Review, 83-89. Goodall, B., Tertheway, A., McDonald, K. (2006) Strategic ambiguity, communication and public diplomacy in an uncertain world: principles and practices. Consortium for Strategic Communication, 1- 14. Eisenburg, E. (1984) Ambiguity as strategy in organizational communication. Communication Monographs, 227-242.

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Strategic Communication Interview

  • 1. Strategic communication An interview with Robert J. Whitney, ABS Manager, External Affairs
  • 2. Manager, ABS External Affairs Robert J. Whitney Began career at ABS three years ago in Government Affairs, has since moved to External Affairs Responsible for executing global corporate media, public relations and marketing in the marine and environmental compliance areas
  • 3. Main Components of Strategic Communication Strategic Communication, defined Knowing your audience Responsibilities of a Manager - The Voice in the Room
  • 4. Defining Strategic Communication We define strategic communication as a communication aligned with the companys overall strategy, to enhance its strategic positioning (Argenti, Howell, Beck, 2005). In this clip, we listen to Whitney define strategic communication and compare it to regular corporate communication.
  • 5. Knowing Your Audience Knowing your audience is a key function of strategic communication Dell CEO Kevin Rollins states, the communication function breaks strategy into pieces and sells the right pieces to the right audiences (Argenti, Howell, Beck, 2005). In this clip, we hear Whitney discuss the importance of knowing your audience in order to successfully execute a strategic communication strategy.
  • 6. Responsibility as a Manager - The Voice in the Room Eisenberg (1984) notes,Sophisticated managers seldom lay down the law in areas of great importance to the organization ( p.235). The goal of strategically ambiguous communication should not be shared meaning but instead organized action (Goodall, Trethewey, McDonald, 2006). In this clip, we hear Whitney give his thoughts about his role as a manager and about being the voice in the room.
  • 8. Citations Argenti, P., Howell, R., Beck, k. (2005) The strategic communication advantage. MIT Sloan Management Review, 83-89. Goodall, B., Tertheway, A., McDonald, K. (2006) Strategic ambiguity, communication and public diplomacy in an uncertain world: principles and practices. Consortium for Strategic Communication, 1- 14. Eisenburg, E. (1984) Ambiguity as strategy in organizational communication. Communication Monographs, 227-242.