The Strategic Communication Process Steps 1-4 (M4) Flashcards
What are the 8 steps that define the Strategic Communication Process?
- Analyze the Situation
- Define the Objectives
- Conduct Audience Research
- Determine Key Messages
- Select Communication Channels
- Develop Communication Campaign
- Implement the Campaign
- Evaluate the Campaign
Which of the following represents step 4 of the Strategic Communication process?
A. Define Objective
B. Determine Key Messages
C. Select Communication Channels
D. Implement the Campaign
B. Determine Key Messages
What is a SWOT analysis?
It is an analysis done in step 8 of the Strategic Communication Process, “Evaluation” and it stands for Strengths, Weaknesses, Opportunities and Threats.
What are SMAART objectives?
The objective should be: S - Specific M - Measurable A - Attainable A - Audience - specific R - Relevant T - Tied to the business
What Step is Audience Reasearch and why is it important to conduct?
It is step 3 and is important because employees may not be the only audience. Research will need to be done on the audience to understand their fear of experience.
What items are considered during the audience research process?
- What are communication preferences
- What information is most important for them to understand
- determine if more plan information needs to be communicated to executives (i.e finance, legal)
- Helps to establish a benchmark
What are at least 2 of the audiences outside of employees that must be considered when communicating about health and welfare plans
- Family members
2. People who have left the company and are using COBRA
What are the two general types of audience research?
Qualitative and Quantitative.
Define Quantitative Audience Research and how it is achieved.
It is Audience Research that can be measured (and entered into a spreadsheet)
It can be achieved through questionnaires, exit interviews, hotline responses, and/or written surveys.
Define Qualitative Audience Research and how it is achieved.
Employee attitudes and opinions, the “Soft stuff” that comes out from face-to-face interviews rather than from surveys.
It is achieved through focus groups
Which type of Audience Research should come first?
Quantitative research should come first, gain statistics and understanding and then follow- up with Qualitative focus-groups.
What is it that you’re looking for when doing Audience Research?
Looking for concerns, what they think is important and unimportant, and what they are worried about.
Step four in the strategic communication process is determining key messages, What is the purpose of a Key message?
A theme that you create for your entire campaign that is closely related to the messages you want to deliver. The “elevator speech”
Which of the following is a method for analyzing the situation prior to developing the communication campaign?
A. Networking with organizations in the same industry
B. Conducting informal discussions with employees
C. Seeking out advice from communication consultants
D. Reviewing the communications budget
B. Conducting informal discussions with employees
Which of the following best describes an attribute of a well-stated communications objective?
A. Task-oriented
B. Easily achieved
C. High-level
D. Tied to the business
D. Tied to the business
