Strategic Communication 101: Foundations of Strategic Communication The Communication Process Source Message Channel Receiver Feedback Noise

What This Is

The Communication Process is a fundamental concept in strategic communication that outlines the steps involved in transmitting information from a sender to a receiver. It consists of five key elements: Source, Message, Channel, Receiver, Feedback, and Noise. Understanding the Communication Process is crucial for organizations to effectively convey their message, build relationships, and maintain a positive reputation. A classic example of effective communication is Johnson & Johnson's response to the Tylenol tampering crisis in 1982. By promptly recalling the product, providing transparent information, and engaging with the public, J&J was able to mitigate the crisis and restore consumer trust.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies for repairing an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The strategic implication is to choose the most effective strategy based on the severity of the crisis and the available evidence.
• PESO Model: This model categorizes media into four types: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). The strategic implication is to plan integrated campaigns that leverage all four types of media to achieve maximum impact.
• Source-Message-Channel-Receiver (SMCR) Model: This model highlights the importance of understanding the characteristics of the source, message, channel, and receiver in effective communication. The strategic implication is to tailor the message and channel to the target audience and source.
• Diffusion of Innovations Theory (Rogers): This theory explains how new ideas or products spread through a population. The strategic implication is to identify the key characteristics of the innovation (e.g., relative advantage, compatibility, complexity) and tailor the communication strategy accordingly.
• Social Influence Theory (Cialdini): This theory outlines six principles of social influence: reciprocity, commitment, social proof, authority, liking, and scarcity. The strategic implication is to use these principles to persuade the target audience and build relationships.
• Two-Step Flow of Communication Model (Katz and Lazarsfeld): This model explains how information flows from mass media to opinion leaders and then to the general public. The strategic implication is to identify and engage with opinion leaders to amplify the message.
• Agenda-Setting Theory (McCombs and Shaw): This theory explains how the media can influence the public's agenda and priorities. The strategic implication is to shape the media narrative and influence public opinion.
• Source Credibility Theory (Holvland and Weiss): This theory explains how the credibility of the source affects the persuasiveness of the message. The strategic implication is to establish credibility with the target audience.

Step-by-Step Application

1. Identify the Source and Message: Determine the key characteristics of the source (e.g., expertise, trustworthiness) and the message (e.g., key points, tone).
2. Choose the Channel: Select the most effective channel to reach the target audience (e.g., social media, email, press release).
3. Consider the Receiver: Understand the characteristics of the target audience (e.g., demographics, interests) and tailor the message and channel accordingly.
4. Plan for Feedback: Establish a mechanism for receiving feedback from the target audience (e.g., surveys, social media monitoring).
5. Mitigate Noise: Identify potential sources of noise (e.g., misinformation, distractions) and develop strategies to mitigate their impact.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR involves building relationships, managing reputation, and communicating effectively with stakeholders. A classic example of effective PR is the Dove Real Beauty campaign, which challenged traditional beauty standards and empowered women.
• Misconception: "Advertising is dead."
• Correction: Advertising is still a powerful tool for reaching large audiences and driving sales. A classic example of effective advertising is Nike's Colin Kaepernick ad, which sparked a national conversation about social justice and brand activism.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, regardless of size or reputation. A classic example of effective crisis communication is Tylenol's response to the 1982 tampering crisis, which involved a prompt recall, transparent communication, and engagement with the public.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and apply the Communication Process to develop a strategic communication plan.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes; CSR and shared value; and symmetric and asymmetric communication.
• Demonstrate strategic thinking: Show how the Communication Process can be applied to achieve specific goals and objectives.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the incident and apologize for the CEO's behavior. 2. Provide context and explain the actions being taken to address the issue. 3. Engage with the public and stakeholders through social media and other channels to demonstrate transparency and accountability.

Rationale: This response is grounded in Image Repair Theory, which suggests that organizations should use denial, evasion, reducing offensiveness, corrective action, and mortification to repair their image after a crisis. In this scenario, acknowledging the incident and apologizing for the CEO's behavior is a key step in repairing the organization's image.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories
• SMCR Model: Source-Message-Channel-Receiver model
• Diffusion of Innovations Theory: Explains how new ideas or products spread through a population
• Social Influence Theory: Outlines six principles of social influence (reciprocity, commitment, social proof, authority, liking, and scarcity)
• Agenda-Setting Theory: Explains how the media can influence the public's agenda and priorities
• Source Credibility Theory: Explains how the credibility of the source affects the persuasiveness of the message
• Image Repair Theory: Five strategies for repairing an organization's image after a crisis (denial, evasion, reducing offensiveness, corrective action, and mortification)
• APR Code of Ethics: Provides guidelines for professional conduct in public relations
• PRSA Code of Ethics: Provides guidelines for professional conduct in public relations
• ⚠️ "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."