public communication course

1. Communication Strategy
PART II: Message, Channel Choice, Cultural Context

2. Message strategy
 CONTENT:
 Clear objective
 Supporting points
 Organization & coherence
 Word choice & tone
 Grammar, spelling, punctuation
 FORMATS:
 Three-step memo (purpose, background, action)
 Five-step PR letter (greeting, empathy/apology, problem background/cause, solution, closing)
 APPROACH:
 Direct – start with conclusion (if audience agreement is certain)
 Indirect – start with intro (if audience agreement is uncertain)

3. Channel choice
 TEAM MEETINGS: personalized & interactive BUT
 E-MAIL: quick, free, reaches masses BUT
 INTRANET: quick, free, mass info sharing BUT
 TEXT MESSAGING: remote reach, crisis comm. BUT
 VIDEO: remote reach, fun n creative, proof BUT
 AUDIO: remote reach, proof BUT
 VOICE MAIL: remote reach, contact mgmt BUT
 WEB-CASTING: sr mgmt reachout, Q&As BUT
 OPEN FORUM: focus on issues, dialog BUT
 PRINT MAGAZINE: consistent msg, visual, “old school” BUT
 NOTICE BOARDS: updates n instructions, attention-catching BUT
 EVENTS / ROAD SHOWS: networking, team spirit, Q&As BUT
 SITE VISITS: real issues, dialog BUT

4. Cultural context
 Potential issues:
 Words – regional meaning difference, false cognates, formal / informal, context based
 Body language – gestures, facial expressions, posture
 Formality – attire, paperwork, meeting times
 Status, age, gender
 Message filtering:
 Perceptual process:
 Selective perception – focus on the relevant message
 Recency effect – focus on the latest message
 Interpretation – based on predisposition & culture
 Influence on the communication process (sender vs receiver):
 “Appropriate” behavior (verbal, non-verbal, virtual)
 Compatible communication style (pre-screening messages)
 Past experiences & mutual trust
 Subject knowledge
 Time constraints
 Message interference