I N T R O D U C T I O N T O 

 
S T R A T E G I C C O M M U N I C A T I O 
N 
WHAT IS COMMUNICATION?  
The process of sending and receiving messages through verbal or ​nonverbal
means.

• ​A ​sender ​is someone who encodes and sends a message to a receiver through a particular 
channel.  
 • ​A ​receiver ​is the recipient of a message  
• ​A ​message ​is the particular meaning or content the sender wishes the receiver to 
understand.  
• ​A ​channel ​is a medium through which a message is transmitted to the receiver 
• ​A ​noise ​is anything that interferes with the communication process 

PROCESS OF COMMUNICATION
 
WHAT IS STRATEGIC   
COMMUNICATION?  
“the purposeful use of communication by an organization to fulfill its mission” (Hallahan) Public 
Relation: “Public relations is the skilled communication of ideas to various publics with the 
object of producing desired results” (Harland & Scott)  
- PR is planned, persuasive communications designed to influence significant public - 
Create and maintain a positive ​brand image ​and a strong relationship with the Target 
Audience 

PRINCIPLES OF STRATEGIC 
COMMUNICATION  
is the Audience?  
The message-Audience Platform  
Intentional   
Calculated Timing  
Message Design  
- Delivered and Communicated  “My Ultimate Bucket List”  
-Involves thought, planning and   
at the right time   “Let’s hurry home and follow 
analysis  
the ​earthquake and don’t 
- Based on    forget to order your ​favourite 
Purpose and Goal   KFC menu” 
The Correct Platform ​-Where 

CONT..  
 Audience Selection and Analysis  
- Internal: within organization  
- External: outside of the organization   Desired Impact  
- Inclined to pay more attention to the  Plan Success-Correct Platform-Desired Effect 
message that are relevant to them  

WHY DO WE NEED STRATEGIC 

COMMUNICATION?  
• ​Effective distribution of information  
• ​Standardized communication  
• ​Maintaining brand image  
• ​Sustainability of the organization 
SKILLS NEEDED IN STRATEGIC  ✔​Ability to Work Under Pressure  
COMMUNICATION   JOBS RELATED  

✔​Writing Ability  
✔​Oral Communication and  ​Copywriter  
Presentation Skills   ​Public Relation Specialist ​ ​Event 
✔​Analytic Ability  
Planner  
​Marketing Manager