COMMUNICATION STRATEGY

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COMMUNICATION STRATEGY

• Julian Lapitan

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Definition

• Communication is the process
• by which a source sends a message
• to a receiver by means of a channel
• to produce a response (effect),
• in accordance with the intention
• of the source (feedback).
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Communication Elements

• Source and his/her characteristics
• Knowledge
• Attitude
• Communication skills
• Social-cultural system

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Communication Elements

• Attributes that affect credibility
• Competence
• Trustworthiness
• Dynamism
• Identity with the receiver

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Communication Elements

• Receiver
• Similar characteristics apply when receiver
  becomes the source during exchanged roles
• Two orientations that need to be understood
• His/her psychology
• His/her socio-psychology

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Communication Elements

• MessageFactors that determine the message
• Code
• Content
• Treatment

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Communication Elements

• Message style to be considered
• One-sided vs Two-sided arguments
• Definite conclusion vs. Open conclusion
• Repetitive vs. One-time appeals

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Communication Elements

• Message style to be considered
• Emotional vs. Rational appeals
• Positive vs. Negative appeals
• Humorous vs. Serious appeals

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Communication Elements

• 4. Channel
• means by which the message travels between the
  source and the receiver
• a mode of coding and decoding
• can be in the form of interpersonal or mass
  media

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• Criteria Channel selection
• Availability
• Cost
• Users preference and receivers access
• Impact

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• Criteria Channel selection
• Adaptability to the communication purpose
• Adaptability to the message content
• Type of recipient and their stage in the adoption
  process

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Communication Methods

• Individual
• Home visit
• Official calls
• Personal letters
• Technical manuals
• Tutorials
• Self-learning

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Communication Methods

• 2. Group
• Meetings
• Study tours
• Group discussions
• Drama groups
• Demonstrations
• Slides presentation

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Communication Methods

• Mass
• Television
• Radio
• Cinema
• Newspapers
• Billboards
• Stamps and stickers

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Communication Approaches

• Informing
• Educating
• Persuading
• Entertaining