Académique Documents
Professionnel Documents
Culture Documents
Communication Strategy
Context
Strategic
Objectives
Timing
Spokesperson
Feedback
Messages
Media/
forum
Audience
Lectures Based on
Leadership Communication
By Deborah J. Barrett, Ph.D.
McGraw-Hill/Irwin
Discussion Topics
Clarifying purpose and generating ideas
Developing a communication strategy
Analyzing an audience
Ensuring effective structure
Using the Pyramid structure
Chapter
1- 2
What is Strategy?
In business, strategy is
Determining your goals and
Developing a plan to achieve those goals
For communication, it is
Deciding what your purpose is in
communicating with a particular audience
and selecting the best way to appeal to that
audience to achieve that purpose.
Chapter
1- 3
Chapter
1- 4
Chapter
1- 5
Generating Ideas
Brainstorming
Idea mapping
Idea
Idea
Idea
Idea
Journalists
questions: who,
what, when, where,
how, why
Decision tree
Idea
Idea
Main
Main
Idea
Idea
Idea
Idea
Idea
Idea
Idea
Idea
Strategic
Objectives
Spokesperson
Feedback
Messages
Media/
forum
Audience
Timing
Chapter
1- 6
Chapter
1- 7
communication flow?
What are the organizational implications?
What are the people implications?
What does the audience know or believe about the
Chapter
1- 8
1.
2.
3.
4.
5.
6.
7.
Developing a Communication
Strategy Action Plan
Perform analysis/
develop strategy
Monitor
results/
readjust
strategy
Refine/
implement
strategy
Chapter
1- 9
Chapter
1 - 10
Chapter
1 - 11
Overall Argument
Sub-argument #1
Evidence
Evidence
Sub-argument #2
Evidence
Evidence
Sub-argument #3
Evidence
Evidence
Chapter
1 - 12
Pyramid Example
BankCorp should launch
its new card in China.
Why?
Attractive
Market
Pro-bank
climate
No
competition
Why?
Will be Profitable
Costs
low
Revenue
high
Why?
Easy to
Implement
Staff
available
Plan
developed
Discussion Summary
Chapter
1 - 13
strategy.
No strategy will work without audience analysis.
The specific organizational structure depends on