Strategic Communication

What We Know About Communication

• Continuous

• Intentional and unintentional

• Open to interpretation

• Irreversible

Types of Communication

• Intrapersonal

• Interpersonal

• Organizational

• Public/mass communication

Communication Process

Linear Model: Sender → Message → Channel → Receiver (with Feedback loop)

Lasswell's Model: Who → Says What → To Whom → How → With What Effect (with Feedback loop)

Strategic Communication Definition

• Communication designed to achieve strategic objectives.

• Communication designed and implemented to overcome the many communication barriers

Attributes of Strategic Communication

• Intentional, outcome-based

• Audience-centric

• Integrated/aligned

• Values-based

• Well-timed, consistent

Factors That Influence Your Approach

• Goals, desired outcomes

• Time and resources available

• Impact on audience(s)

• Control required/desired

Approaches:

• Withholding (No communication)

• Informing (One-way communication)

• Promoting (One-way communication)

• Consulting (Limited two-way)

• Partnering (Two-way)

Tactics by Approach:

Withholding: Legal, privacy, proprietary, and financial concerns.

Informing/Promoting: Announcements, social media posts, newsletter articles, news feeds, FAQs, advertising, presentations, posters/displays, case studies.

Consulting: Advisory groups, meetings, briefings, forums.

Partnering: Boards, committees, councils, working groups.

Communication Objective(s):

What do you want them to know, think, feel, or do?

Audience(s):

• Who are they?

• What do they know?

• Are they for, against, or indifferent?

Message:

• Does it resonate with stakeholders?

• Is it clear, understandable?

• Can it be twisted, made fun of?

Sender/Source Credibility:

• Respected by audience?

• Unbiased?

• Shares values with audience?

Timing:

• When do they need to know?

• Too early is not good.

• Too late is not good.

• Depends on the message and goal.