Strategic messaging / Ethics
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8 Terms
Why are ethics so important when communicating about science, health, and the environment?
What are Keohane et al.’s (2014) five ethical principles for messengers?
What characteristics distinguish strategic messengers from ‘ad hoc’ or ‘un-strategic’ messengers?
What is the difference between strategic communication (1) tactics, (2) objectives, and (3) goals?Provide examples of each one.
Tactics: The basic set of choices made when trying to achieve objectives
Objectives: Short-term antecedents of goals; fulfilling them contributes to achieving goals
Goals
Why is it considered so important for messengers to set clear goals?
Why is message evaluation so important?
What are some of the key barriers to evaluation?
Explain three ways that messages may cause unintended negative effects on audiences
