Week 10 - Strategic Communication

Question 1

Strategic communication

Answer 1

Involves communicatingthe best message, through the right channels, measured against well considered organisational goals

Question 2

Public relations

Answer 2

The term used for activities concerned with the image of an organisation and the positive public acceptance of this image.

Question 3

What are the 3 objectives of public relations practitioners that Baskin et al (2008) establishes for skill development?

Answer 3

1. To create an opinion where none exists or where it is latent.
2. To maintain favourable opinions
3. To neutralise hostile opinion

Question 4

Two-way communication (PR communication)

Answer 4

Communication between an organisation and its public grants the organisation to:
- Understand its public’s expectations, and the public
- Understand the organisation’s overall goals and objectives

Question 5

Press Agentry/Publicity Model

Answer 5

• Employs one-way communication
• Aim is to attract media coverage
• Used to promote entertainment events and celebrities
• Uses persuasion and manipulation to influence audience to behave as the organisation desires

Question 6

Public Information Model

Answer 6

• Employs one way communication
• Truth and accuracy are important (compared to
  the press agentry/publicity model)
• Uses press releases and other one way
  techniques
• Relies on logic and rational persuasion
  (generally)
• Often no questions are encouraged
• Often used by governments and not-for-profit agencies

Question 7

Two-way Asymmetrical Model

Answer 7

• Primarily interested in having the organisation’s public come around to the organisation’s way of thinking rather than developing mutual
  understanding.
• Gathers feedback from the audience
• Uses persuasion and manipulation to influence the audience to behave as the organisation desires
• Engages in research to reveal how to persuade the audience

Question 8

Two
way Symmetrical

Answer 8

• Interacts with the public to serve the public
  interest, to develop mutual understanding
  between organisation and their public
• Uses communication to negotiate with public to
  resolve conflict and promote respect between the
  organisation and its public
• Aims to understand one another’s point of view

Question 9

Managing PR issues

Answer 9

• Identify the level of risk
• Scan and monitor the environment
• Manage the issue