A brief intro of the concept.

1. What Is Strategic
Communication?
Qingjiang (Q. J.) Yao, Ph.D.

2. Strategic Communication:
Where the Term Comes From
 Definition of Strategic Communication:
DOD: “focused United States Government efforts to understand
and engage key audiences to create, strengthen, or preserve
conditions favorable for the advancement of United States
Government interests, policies, and objectives through the use of
coordinated programs, plans, themes, messages, and products
synchronized with the actions of all instruments of national
power.” (DoD Dictionary of Military and Associated Terms)
White House: “(a) the synchronization of words and deeds and
how they will be perceived by selected audiences, as well as (b)
programs and activities deliberatively aimed at communicating
and engaging with intended audiences, including those
implemented by public affairs, public diplomacy, and information
operation professionals” (National Framework for Strategic
Communication)

3. Another Related Term:
Integrated Marketing
Communication (IMC)
 4As: “A concept of marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines – for example, generel advertising, direct
responce, sales promotion, public relations – and combines
these disciplines to provide clarity, consistency, and
maximum communication impact.”
 Don Schultz: “a strategic business process used to plan,
develop, execute, and evaluate coordinated,
measurable, persuasive brand communication programs
over time with consumers, customers, prospects, and other
targeted, relevant external and internal audiences.” (IMC:
The Next Generation)

4. Measurement:
Brand
Recognition:
95%
Littering
Reduced: 52%
SC vs. IMC
 Academia’s choices:
In the 2000th ed of Where Shall I Go To Study Advertising
and Public Relations, 5 IMC programs (Northwestern,
northern Illinois, etc)
In the 2001st ed, 4 SC programs (UW-Madison, UMN, UK,
KU)
In their 2011th ed, 6 IMC, or IC programs; 8 SC or ISC
programs (Columbia not included).
 Nuisances:
SC seems to focus more on non-profit promotion (social
marketing); IMC seems to incline more toward commercial
marketing
SC emphasize on goal-driven, IMC emphasize on audience-
driven

5. Why SC?
 Decline of mass marketing
communication
More brands: more than 49,000 items
in a typical supermarket
More media choices
Segmented audiences
 Agencies and client want to
synchronize all messages to impress
target audiences — “one voice, one
image”
Household with 120+ channels
Percent who can name TV
commercial seen in the last four
weeks
1985 64% 1990 48%
1995 42% 2000 40%
2005 36%

6. How to Communicate
Strategically?
 A clear goal
 Understanding
audiences
 Effective message
construction
 Coordinated
communication
strategies
 Measurable results

7. SC: A Clear Goal
Post-Behavioral Consolidation
Reinforcement
Behavior
Decision, Motivation
Information Search and Retrieval
Memory Storage
Attitude Change
Skill Acquisition
Comprehension, Learning
Liking, Interest
Attention
Exposure
SMART: Specific,
Measurable, Achievable,
Relevant, and Time-bound
McGuire’s Hierarchy of Effects

8. SC: Understanding Audiences
 Customers
 Employees
 Investors
 Communities
 Governments
 Media
Existing Data:
Factors to define target audiences:
 Demographic
 Geographic
 Psychographic
 Buying behavioral
Audience segmentation research
 VALS framework
 PRIZM
 Simmons
 MRI+
 Database and Big Database
Fall 2009 Energy Drink in Last 6 Months — Total Adults (MRI)
Total’000 Proj’000 Pct Ac Pct Dn Index
Country Sampler 1790 154 8.6 0.4 52
Dirt Rider 1898 666 35.1 1.8 210
Major Methods:
 Interview
 Focus group
 Field
observation
 Survey
 experiment

9. SC: Effective Message
 Finding the big idea (theme)
 Facts vs. emotions?
 One-sided vs. two sided?
 Texts vs. audio-visuals
 Fonts, colors, and layout choices
What is a better approach to
persuade young drivers to
drive safely?
1. Tell them speeding may cause
accidents and kill them.
2. Tell them speeding may cause
accidents and kill a baby or
his or her parent(s).
“Don’t Mess With Texas”
Or: “Keep Texas Beautiful”
“Please Don’t Mess With
Texas”?

10. SC: Coordinated Strategies
 Public relations: press conferences,
news releases, exclusives, interviews,
community involvements, newsletters,
social media, sponsorships, events, etc
 Advertising: print, electronic, support
media, internet, product placement, etc
 Direct marketing: telemarketing,
mailers, catalogue, etc.
 Sales promotion: samples, coupons,
contest, refund, etc.
 Personal selling: physical or online
 Internet/interactive: web, mobile apps.

11. SC: Measurable Results
 Media placement
 Audience exposure
 Audience recall
 Opinion and Attitude change
 Behavior change
 Cost analyses
CPM
CPP
CPC

12. Ethical & Legal Issues
Documents
Ethical codes of PRSA
4A’s Standard of Practice
Fundamental principles:
Responsible to the client as well as the public
Truth and Transparency
Expertise, Honesty, and Independence
Legal Regulations: FTC, FCC, and the
Court system

13. Where Do You Go From Here?
 Communication and promotion manager
 Marketing researcher (account planner)
 Account Manager
 Creative (copywriter, graphic designer, or art
director)
 Media buyer or contact
 Event planer
 Other