Milestone 3 Assessment

What do I want you to do?

Pick a single and specific audience/stakeholder that you regularly communicate with. List 2-3 of their values that you should be aware of while communicating with them. Explain for each value how it should affect the way you communicate with this audience.

Why do I want you to do it?

This will help you to better understand audience analysis and will give you practice in doing it.

How do I want you to do it?

Respond in the provided text box.

What to include in your submission

Your assignment submission should include:

1. 2-3 values with brief explanations
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Module 3: Strategic Communication Theory

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Strategic Communication Theory

Strategic communications is the field and practice of using a variety of informational methods to achieve a tactical goal or result from targeted audiences.

So essentially, strategy communications is “communicating strategically” to get what your organization wants from others.

To do that, the strategic communicator typically has three tools in their belt:

1. Public Relations
2. Advertising
3. Organizational Communications

Of course, there are other ways for businesses to communicate with audiences, but these three cover most communication needs, and each has a specific purpose.

Public Relations’ purpose is in the name: they manage how the general public views your organization.

Advertising influences how your target demographics view and purchase your products and services.

Organizational communications covers sending messages within the company and making sure that employees understand key ideas and values or requirements.

These represent the three most recognized ways for a strategic communicator to achieve results, and this module we’re going to learn about overall strategic communication concepts and then focus more deeply on each of these three categories.

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Learning Outcomes

In this Module, we will align with the following Learning Outcomes:

CLO 2: Apply strategic communication in virtual, face-to-face, and written professional interactions with a variety of audiences, including customers, colleagues, employees, stakeholders, and leaders

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93.33 %14 of 15 topics complete

Show data table for This chart displays the number of completed topics versus the total number of topics within module Module 3: Strategic Communication Theory..

List of Topics and Sub-Modules for Module 3: Strategic Communication Theory

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  Strategic Communication

  Strategic Communication

  Strategic communication is a careful, step-by-step attempt to get what one wants from an audience in order to achieve a particular goal.One might want to rebrand a company after a previous image becomes stale. In this case, they need to convince our target audience, the general public, our employees, and even board members that their company’s change is for the best.Or consider a celebrity who has been in the news for illegal drug use. They might hire a firm to help them strategically communicate to officials, the public, and their industry that they have changed and are now a more trustworthy citizen. Or consider the real life case of negativity directed at major social media brands. To improve their image, they might strategically communicate to shareholders, users, and the government how they are making the country a better place and learning from past mistakes. Whatever the situation, think of strategic communication as, first, having an objective; second, putting together a plan to solve it that relies heavily on communicating clear messages to target audiences; and, third, enacting that plan carefully and monitoring for changes. In this sub-module, you’ll build on this definition and learn the in’s and out’s of strategic communication.

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  Learning Objectives

  The student will be able to explain the principles of strategic communication and be able to apply them in their work environment.

  • It’s Not Manipulation, It’s Strategic Communication | Keisha Brewer | TEDxGeorgetownVideo
  • “Defining Strategic Communication” – Jasmine RobertsLink
  • “Strategic Communication Ethics” – Jasmine RobertsLink
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  Public Relations

  Public Relations

  Public relations is the field responsible for a company’s interactions with–what else?–the public. When community members complain about a company, when the media wants to interview someone from the company, or when a company wants to hold a press conference, the public relations (PR) department is in charge. A good PR department handles the image of a company with tact and strategic goals. And in this sub-module, we’re going to discuss exactly what that looks like.

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  Learning Objectives

  The student will be able to delineate the roles of a public relations department and be able to incorporate those roles into a strategic communications plan.

  • “Public Relations Industry” – Jasmine RobertsLink
  • “Public Relations Research: The Key to Strategy”Link
  • “Public Relations”Link
  • PR Daily Millennials Want Brands to Align With Them on ValuesLink
  • Crisis Management CommunicationLink
  • Harvard Business Review “How to Answer an Unanswerable Question”Link
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  Advertising

  Advertising

  Advertising is the field responsible for influencing a target audience’s relationship to a company’s products or services, and nearly always the goal is to get said audience to purchase what the company has to offer. And conveniently for this course, nearly all of that convincing is done through communication. This communication can include billboards, fliers, commercials, social media ads, sponsored product promotions, and more. When considered in light of strategic communication, advertising is one of the most aggressive and active tools you have at your disposal, but remember that it is limited in its scope since it focuses mostly on making sales. If your goals go beyond influencing consumer purchasing behaviors, you might be moving back towards public relations.

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  Learning Objectives

  The student will be able to delineate the roles of an advertising department and be able to incorporate those roles into a strategic communications plan.

  • “Advertising Industry” – Jasmine RobertsLink
  • “Advertising”Link
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  Organizational Communication

  Organizational Communication

  Organizational communication keeps everyone in a company motivated and focused on the correct objectives. Without effective internal communication, businesses and organizations would lose focus and cohesion, and it would effect the profitability and outcomes of those companies. In this sub-module, you’re going to learn about organizational communication and both foundational and reinvented theories for how to make it work effectively.

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  Learning Objectives

  The student will be able to delineate the roles of organizational communication and be able to incorporate those roles into a strategic communications plan.

  • Organizational CommunicationLink
  • “Classical Theories of Organizational Communication”Link
  • “Modern Theories of Organizational Communication”Link