What is your communications doctrine?

A communications doctrine is a central idea that guides your efforts, essentially your ethos of how you will communicate.

A communications doctrine influences your strategy, tactics, organization, and editorial calendar.

A communications doctrine goes from exploiting knowledge based on past experiences to expanding knowledge based on new experiences.

A communications doctrine sets how you conduct research and gather intelligence to what types of tactics you will deploy.

A communications doctrine requires you to make short-term and long-term predictions.

You should see a communications doctrine as a guide for how you will communicate based on past events and a well-informed guess about the future.

A communications doctrine will take time to assemble.

A communications doctrine will involve stakeholders, both internal and external.

A communications doctrine must battle tradition, bureaucracy, politics, and culture.

A communications doctrine should study the lessons of the past and also welcome ideas that could succeed in the future.

A communications doctrine eliminates motivation and embraces discipline.

A communications doctrine will be more no and less yes.

Producing a proper communications doctrine will help you achieve your future business objectives.

If it doesn’t, your future communications effort might have all of the success of New Coke.

The social CEO

According to a study conducted by public relations firm Weber Shandwick, 76 percent of global executives believe it is a good idea for CEOs to participate on social media networks.

Of the global executives working for CEOs who use social media, 67 percent believe that it is a good use of their CEO’s time.

When considering the benefits of a CEO who participates in social media, the survey found:

+ Shows the company is innovative (76 percent)

+ Gives company a human face or personality (75 percent)

+ Good way for the CEO to communicate with employees (75 percent)

+ Helps the CEO build good relationships with news media (75 percent)

+ Gives more employees a chance to communicate directly with the CEO (73 percent)

With the help of KRC Research, Weber Shandwick surveyed 630 professionals ranging from manager level to C-suite employees, excluding CEOs, asking executives their thoughts about CEO social media engagement.

Survey participants were employed by companies with revenues of $500 million or more and represented 10 countries across North America, Europe, Latin America, and Asia Pacific.

By the way, the study was conducted in 2013.

Do you think these numbers would appear today?

-Marc

PS: You can access the study here: The Social CEO: Executives Tell All

American business and the era of US-China great power competition

Picture from a 2015 US-China Business Council co-hosted dinner for Xi Jinping.

Ten years ago, Chinese Communist Party apparatchiks pitched the idea of a G2 world to the Obama administration.

The Obama administration rightly passed on this opportunity.

Today, Xi is fraternizing with Putin.

Why the change from Beijing?

Why go from Washington to Moscow?

Control.

The Chinese Communist Party has one guiding principle, control.

Maintain control of terrority and maintain control of the economy.

When the US government passed on equal spheres of influence, China pivoted to Russia as a means to force a G2 world.

Gideon Rachman recently penned this in the Financial Times: "Reality is that Russia and China have formed an informal alliance because their world views have a lot in common. It is implausible that one of them would peel off and decide to align with America. America is the problem that they are trying to solve."

America poses two vexing problems for China.

America poses a problem of maintaining control of territory - see blue ocean navy and the Malacca Strait.

America poses a problem of maintaining control of the economy - reserved currency and the world's most dynamic marketplace.

So what does this mean for American business?

We have now entered the age of great power competition.

A period of time that is unprecedented in America's history.

A period of time that will see China do all it can to build a G2 world.

Recent data from Europe is a forecast for the years ahead.

This week the European Chamber of Commerce in China (EUCCC) blasted Beijing for letting "ideology," and commitment to COVID zero (control again) dampen economic growth.

The group has called the environment for foreign business in China at its most precarious point in years due to China's harsh COVID zero policies and the government's "inward turn" since the beginning of the pandemic.

"Although Europe and China already sit at opposite ends of a shared continent, it seems they are drifting further and further apart," said EUCCC president Jörg Wuttke. "China's move away from the rest of the world… indicates that, at the moment, ideology is trumping the economy."

You might not have direct business interests in China, but the world's biggest companies do, and the second and third-order effects will be felt by all businesses regardless of size.

According to a study published by the Rhodium Group in mid-September, the four German industrial giants — carmakers VW, BMW, Mercedes, and chemical company BASF — alone account for a third of European direct investment in China.

And 80% of European investments are made by just ten large European companies, according to Jörg Wuttke, president of the European Chamber of Commerce in China.

All businesses will feel any disruption to the Chinese marketplace, be it small or big, from reduced access enforced by the Chinese or forced withdrawal by Western governments.

While Russia has a $1.82 trillion economy, New York City has a larger and more dynamic economy than Russia.

China's economy is nine times larger than Russia's and 100 times more critical for global CEOs, boardrooms, and Wall Street.

When Obama said no to Xi, Xi had to say yes to Putin.

The Russia-China relationship marries China's mercantile business model with Putin's mercenary military — a marriage of convenience and commerce.

The Russia-China relationship is Beijing's pathway to a G2 world.