Chapter 13: Implementing / Taking Action

Question 1

What is a communication strategy and what are the three things that it seeks to do?

Answer 1

It supports the action program by:

1. informing internal and external target publics of the action,
2. persuades those publics to support and accept the action,
3. instructs publics in skills needed to translate intention into action

Question 2

What does an action strategy primarily involve?

Answer 2

Internal organizational change - must be in an open system that responds to change pressures in its environment; such adjustments and adaptations are necessary for the organization’s survival.

Question 3

List the 6 things to consider when framing the message for the news media.

Answer 3

1. Audience impact
2. Proximity
3. Novelty/odd
4. Timeliness
5. Prominence
6. Conflict, drama, excitement

Question 4

List the 7 Cs of communication:

Answer 4

1. Clarity
2. Content
3. Context
4. Channel
5. Continuity
6. Capability
7. Credibility

Question 5

What are some of the ways a message can be crafted (i.e. compliance-gaining strategies)?

Answer 5

1. Sanction - message focuses on the rewards and punishments that the receiver may experience if he engages in the requested behavior.
2. Altruism - how the requested behavior will help
3. Argument - relies on explanation, and can include either direct requests or hinted requests (e.g. “stop belching” [direct] or “what a rude noise” [hint]
4. Circumvention - relies on deceit or exaggeration (e.g. Nigerian scams, threats)

Question 6

With regards to coorientating and framing, what’s the first principle of framing message content?

Answer 6

Knowing the client’s or employer’s position and the problem situation intimately.