Strategic Communication Masterclass 31 Oct – 2 Nov 2011 COMMUNICATION METHODS AND CHANNELS.

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Presentation transcript:

Strategic Communication Masterclass 31 Oct – 2 Nov 2011 COMMUNICATION METHODS AND CHANNELS

Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Hypodermic/centralised - Two-step flow/decentralised - Networked/distributed - Networks : Strategic Communication Masterclass 31 Oct – 2 Nov 2011

US THEM

Strategic Communication Masterclass 31 Oct – 2 Nov 2011 Stakeholder mapping: Power-Interest Matrix Level of interest Power LowHigh LowA. Minimal effort B. Keep informed HighC. Keep satisfied D. Key players

Mechanisms: Strategic Counsel Internal Communications Media relations Public affairs Community relations Strategic communication Issue management Crisis management Copywriting Publications management Event management Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Newsletters, briefing packs, internal magazines Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Narrative input Celebrity endorsement Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Background material, videos, literature, compact discs, audio cassettes Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth One-to-one briefings, background material, literature, group briefings, hospitality Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Speech writing, briefing, lectures Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth /click Opinion leader dialogue, discussion development, direct , viral campaigns Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth / click Press conferences, press releases, articles and features, one-to-one briefings, interviews, background briefings/materials, photography, video news releases, web site Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth / click Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth / click Digital convergence Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Channels: Mass media Displays/posters Electronic/Online Printed material Pamphlets Entertainment Exhibitions/Open Days Lobbying Seminars/forums Word of mouth Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Mechanisms: Strategic Counsel Internal Communications Media relations Public affairs Community relations Strategic communication Issue management Crisis management Copywriting Publications management Event management Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Group Psychology – Opinion leaders Passive leaders Passive - followers Talkers Active - leaders Opinion leaders do not necessarily obtain their information from the mass media – they may interact with other opinion leaders or rely on own experiences Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Pointers: Group Psychology – Reference Groups Aspirational Dissociative Secondary Primary Strategic Communication Masterclass 31 Oct – 2 Nov 2011

Group Psychology - Collective opinion is different to simply making mathematical summations of individual opinions. Abilene paradox or ersatz decision Boiled frog theory Bystander effect Superiority Irrationality Strategic Communication Masterclass 31 Oct – 2 Nov 2011

COMMUNICATION METHODS AND CHANNELS