Six Principles of the Communications Profession

Question 1

Ethics

Answer 1

• Communicate cultural values
• Communicate in accordance with law
• Represent organization truthfully, fairly, and accurately
• Adhere to Code of Ethics for communications professionals

Question 2

Consistency

Answer 2

• Use single, consistent voice for internal and external stakeholders
• Establishing clear and compelling narrative
• Recognizing diverse stakeholders
• Integrating information from diverse perspectives
• Ensuring culturally appropriate information for each audience

Question 3

Context

Answer 3

• Understanding internal cultures
• Understanding external environments
• Understanding organization’s vision and goals and how operations functions together
• Advocating for the organization
• Understanding political, economic, social, technological, environmental and legal context
• Interacting with representatives of other organizations

Question 4

Analysis

Answer 4

• Understanding research
• Understanding evaluation
• Developing communications plans
• Implementing communications plans
• Using qualitative and quantitative measures

Question 5

Strategy

Answer 5

• Understanding communication challenges
• Managing communication activities
• Making decisions based on research
• Making decisions based on analysis
• Planning communication strategies
• Conducting evaluation

Question 6

Engagement

Answer 6

• Identifying with various stakeholders
• Fostering and nourishing relationships to support organization’s mission and goals
• Using dialogue to tell the organization’s story and garner support