The Nature and Purpose of Communication

Question 1

Communication is

Answer 1

Our primary method of exchange

Question 2

Most of us acknowledge

Answer 2

The importance of communication in our lives

Question 3

The costs of miscommunications are

Answer 3

Significant - and we are all paying them.

Question 4

Ensure that whenever you communicate

Answer 4

You exchange only precisely what you mean to.

Question 5

Influence is inevitable;

Answer 5

we always create an effect on others.

Question 6

Six key weapons of influence are:

Answer 6

Reciprocity
Commitment and consistency
Social proof
Authority
Liking
Scarcity

These can all overlap and be applied within a campaign.

Question 7

Suits don’t…

Answer 7

Sell themselves.

Question 8

Campaigns often create a sense of

Answer 8

Cognitive dissonance amongst at least parts of the audience; campaigners need to be able to recognise and manage this.

Question 9

Campaigners need to be skilled at both

Answer 9

macro- and micro-communications, and understand the relationship between the two.

Question 10

Macro-communications are the

Answer 10

‘Big-picture’ skills, attitudes and processes we use to:

Identify and analyse our audiences
Determine our desired outcomes
Plan our campaign
Create and manage timelines efficiently
Determine, develop and manage our narrative
Create and execute the activities that constitute the campaign

Question 11

Micro-communications are the

Answer 11

Skills we use to create, recognise and manage the specific details of an interaction so that we can:

Understand precisely the messages other people are sharing with us
Influence through all manner of one-to-one interactions
Use the written word to engage and influence others
Create and deliver influential presentations
Manage meetings successfully
Motivate, delegate and provide inspirational leadership to members of our campaign team
Create and execute the activities that constitute the campaign