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Communication Strategy 
PART II: Message, Channel Choice, Cultural Context
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)
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
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

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Pub comm session 15 communication strategy part 2

  • 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