Pub comm session 14 communication strategy
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This document outlines the key components of an effective communication strategy, including the communicator strategy, audience strategy, message strategy, channel choice strategy, and cultural context strategy. It focuses on the communicator and audience strategies. For the communicator strategy, it discusses defining objectives, communication style, and credibility. For the audience strategy, it covers understanding the audience's needs, motivations, and preferences to effectively engage them. The goal is to tailor the communication to have the desired response from the target audience.
Pub comm session 14 communication strategy
- 1. Communication Strategy PART I: Communicator & Audience
- 2. Managerial Communication Successful if there is a desired response Think ahead, strategically Five components: Communicator strategy Audience strategy Message strategy Channel choice strategy Cultural context strategy
- 3. Communicator Strategy Define your objectives: GENERAL – broad goals ACTION – specific, time-bound steps COMMUNICATION – expected audience response Communication style: TELL – audience is informed by the speaker SELL – audience is persuaded by the speaker CONSULT – the speaker learns from the audience (questionnaire) JOIN – the speaker learns from the audience (brainstorming) Credibility: INITIAL – before communication ACQUIRED – after communication
- 4. Audience Strategy Gearing your communication towards audience needs & interests Whom to include: Primary – direct receiver Secondary – others affected Gatekeeper – the one routing the message Opinion leader – informal influence Key decisión-maker – formal influence Learning about them: As individuals As a group Their knowledge: low, high and mixed background / information needs Preferences: style, channel, standard length & format Their feelings: High / low interest Positive / neutral / negative bias Desire action – easy / hard
- 5. Audience Strategy (cont.) Motivating them: BENEFITS: Tangible – value (profits, etc.) & symbols (offices, etc.) Career / task – corporate ladder / challenge Ego – invitation to participate Group – benefits, enhancements, advancements, worth CREDIBILITY: Shared-value – common ground Goodwill – reciprocity / bargaining Rank – threats / punishments (extreme cases) MESSAGE STRUCTURE: Opening – emphasize benefits / state the issue / arouse interest / relate Body – inoculation / foot in the door / door in the face / two-sided Ending – easy call to action (questionnaire / checklist)