Week 1

Question 1

Define strategic communication

Answer 1

Deliberate, purposeful communication practice that advances the mission of an organisation, cause, or social movement

Question 2

Aspects of strat com (6)

Answer 2

-public relations
-marketing
-advertising
-crisis management
-risk management
-internal communication and change management

Question 3

What does the SC process ROPE stand for?

Answer 3

Research, Objectives, Programming, Evaluation

Question 4

What does the SC process OASIS stand for?

Answer 4

Objectives, Audience Insight, Strategy/Idea, Implementation, Scoring/ Evaluation

Question 5

What are ways to categorise audiences (segmentation)

Answer 5

Age, religion, gender, media use, culture, education, marital status

Question 6

How to match your target audience

Answer 6

1. What is the best way to reach them?
2. What kind of media?
3. What kind of language will resonate with them?

Question 7

What does PESO media stand for?

Answer 7

Paid, Earned, Shared, Owned

Question 8

What is message development for?

Answer 8

Specify what people should do, and what action is needed now

Question 9

What are the 3 outcomes of SC?

Answer 9

Direct outcomes, Indirect outcomes, Unexpected outcomes

Question 10

What is a direct outcome of SC?

Answer 10

A visible, measurable change in certain behaviours

Question 11

What is a indirect outcome of SC?

Answer 11

More abstract, harder to pinpoint changes in attitudes and behaviours