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Strategic Communication Masterclass 31 Oct – 2 Nov 2011
COMMUNICATION METHODS AND
CHANNELS
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
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
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
Low High
Low A. Minimal effort
B. Keep informed
High C. 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 materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Channels:
Mass media
Displays/posters
Electronic/Online
Printed materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Channels:
Mass media
Displays/posters
Electronic/Online
Printed materialPamphlets
EntertainmentExhibitions/Open DaysLobbying 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 materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Channels:
Mass media
Displays/posters
Electronic/Online
Printed materialPamphlets
EntertainmentExhibitions/Open DaysLobbying 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 materialPamphlets
EntertainmentExhibitions/Open DaysLobbying 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 materialPamphlets
EntertainmentExhibitions/Open DaysLobbying 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 materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouthSpeech writing, briefing, lectures
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Channels:
Mass media
Displays/posters
Electronic/Online
Printed materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth /click
Opinion leader dialogue, discussion development, direct e-mail, viral campaigns
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Channels:
Mass media
Displays/posters
Electronic/Online
Printed materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth / clickPress 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 materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth / click
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Channels:
Mass media
Displays/posters
Electronic/Online
Printed materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth / clickDigital convergence
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Channels:
Mass media
Displays/posters
Electronic/Online
Printed materialPamphlets
EntertainmentExhibitions/Open DaysLobbying Seminars/forums
Word of mouth
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
Strategic Communication Masterclass 31 Oct – 2 Nov 2011
COMMUNICATION METHODS AND
CHANNELS
