This is study of strategic communication channels and audience reaction.

1. Context, Content, Channel and Reception

2. Conceptions
The definition of strategy has proved challenging universally.
Greek word ‘’strategos’’, which means a general commanding
divisions (Farwell, 2021)
A plan, a pattern, a perspective…a manoeuvre intended to outwit a
competitor. (Bryson et al.1996; Mintzberg;1994; Barad,2017)

3. Strategy, Planning and Communication
A good strategy must adjust as the time and condition change to
take advantage of unpredictable situations.
Requires thorough planning, careful analysis of information and
data, sound judgement.
Strategy requires communication to be effective (Simerson,2011).

4. Strategy, Planning and Communication
 The term encompasses a broader aspect of life like business, management,
psychology, communication, politics, as 'soft power', 'strategic influence',
'information warfare', 'perception management', 'global engagement',
'outreach', 'political warfare', and 'shaping activities' and many more.
Pelosi (as cited in Dimitriu, 2012)

5. Figure 1: A Symbiosis Of Strategic
Communication. Source:
www.Managementstudyguide. Com

6. Strategy, Planning and Communication
There must be a circumstance based actionable tactics to achieve
the strategic objectives
Flexibility to unforeseen circumstances
Nimble to take a chance in changing circumstances. Lawrence
(2015)

7. African/Aristotle's Rhetoric and Strategic Communication
``The traditional African society
developed the communication
strategy system [to enhance]
continuity of the society’s ideals,``
Ibagere (2020) Town -criers,
sacrifices, ‘’Omu’’, death apparel
display, market days etc. (Further
research is needed here)
This strategic design precedes the
philosophy postulated in Aristotle's
Rhetoric, which suggests that
communication must have a
rhetorical triangle of logos, pathos,
and ethos to be effective

8. ARISTOTLE’S RHETORICAL TRIANGLE
Figure 2.Aristotle’s Rhetorical Triangle

9. The Audience and Strategic Communication
Ought to and can change the ‘’hearts and minds’’ of the recipient audience.
Directed at the domestic (home) population, local populations in areas of
operation, and a general global audience.
The notion of identifying different ‘audiences’ establishes a key element of
strategic thinking.

10. What Makes Communication Strategic?
Communication becomes strategic when “created, sustained, transmitted, and changed through social
interaction—through modelling and imitation, instruction, correction, negotiation, story-telling, gossip,
remediation, confrontation, and observation—all activities based on message exchange and meaning
assignment, that is, on communication” (Schall, 1983. p.560).
The knowledge gained from this process is then channeled back into the development of a new or refined
intent, (Liedtka et al., 2000), thereby creating a feeder, reaction and feedback loop.

11. Figure 3:The Strategic Communication the Behavioural
Change Loop. Source: Researcher. All rights reserved

12. Figure 4:Strategic Communication Progression. Source
:Researcher
Message/Content/Co
ntext
Strategy and
multimodality
Content/ Medium
Radio, TV, print, new
media: FB , Twitter,
WhatsApp, Linkdin ,Tiktok
Telegram ,Instagram.
Audience
reception and
reaction

13. Channels, Content and Context in Strategic
Communication (Multimodality)
Appropriate tools to
elicit the correct
reaction from
diversity
Transmission carrier
is the most
important..
Body language, music,
advertisements,
tracts, posters, drama,
and other elements of
speech act.
Radio TV, print media
,new media etc.
They define the
message and the
personality of the
sender.
Couch words and
expressions to prompt
desired reaction.

14. The Media Within Society (Multimodality)

15. Considerations
Farwell (2012), a message should consider
 Who are they?
 What do they do?
 What is their religion?
 Party affiliation
 Employment
 Core value
 Age
 Gender
 Family
 Tribal, or clan status
 What issues drive their community
 Culture, or society
 Time

16. The Social Relevance of Strategic Communication
The People
The Government
Policy Developers
Businesses
Educators
Medical

17. In Summation
The impact of the message would be determined by the reaction of the audience in line with the
intention of the producer and the achievement of the desired end of the sender.( Sustenance or
death[Shooting of protesters] of the struggle)
The target audience must be properly understood, and the meaning of the message must be clear.
(General audience and youth)
Communication is strategic when it is systematically and deliberately deployed to achieve its objectives
and goals. (Biafra war, June 12,Endsars, Radio Biafra, Radio Kudirat, Twitter)

18. REFERENCES
Barad, M. (2018). Definitions of strategies. In Strategies and Techniques for Quality and Flexibility (pp. 3-4). Springer, Cham
Bryson, J. M., Crosby, B. C., & Seo, D. (2022). Strategizing on behalf of social enterprises: the case of the Metropolitan Economic Development Association and
Catalyst. Public Management Review, 24(1), 124-141.
Dimitriu, G. R. (2012). Winning the story war: Strategic communication and the conflict in Afghanistan. Public Relations Review, 38(2), 195-207.
Farwell ,J.P.(2012).Persuasion and Power: The Art of Strategic Communication .Retrieved from https://books.google.com.ng.
Holmqvist, C. (2013) War, ‘ strategic communication’ and the violence of non-recognition. Cambridge Review of International Affairs, 26 (4), 631-650, doi:10.1080/
09557571.2013.83742
Igabare, E.(2020).Introduction to African communication system. Abraka: Delta State University Press.
Lawrence, T. (2015). Global leadership communication: A strategic proposal. Retrieved from http://dspace.creighton.edu:8080/xmlui/handle/10504/70820
Mintzberg, H. (1994). The fall and rise of strategic planning. Harvard business review, 72(1), 107-114.
Schall, M. S. (1983). A communication-rules approach to organizational culture. Administrative Science Quarterly, 28 (4), 557–581. doi:10.2307/2393009
Simerson, B.K. (2011), Strategic Planning: A Practical Guide to Strategy Formulation and