Communication ‘framework’

• Strategic Contingency Model

(SCM)

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 SCM
• A framework for making sensible communication choices
in intricate, risky situations
• A guide to think about communication tasks involving
unpredictable, fluid conditions
• Not a ‘de rigueur’ process for our routine, everyday
communications
• A step-by-step process(?) to help one systematically
consider all the components that determine the likely
success or failure of a communication
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The Strategic Contingency Model (SCM)

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Situational factors : analysing the
audience
• Who are they? Primary/secondary-hidden
Situational audience?
• What do they already know about the topic of communication?
factors • What are their likely attitudes towards this communication?
• What questions do they want answered?
Message • What objections might they have?
orientations • What interests/motivates them?
• What pressures do they face?
Audience • How do they make decisions?
• What communication preferences do they have? What
Context communication style are they used to?
• Homogeneous and mixed audiences
• Audience demographics
Sender
(B Txt: p. 19 - 24) 4
Audience Analysis
Who are they? Primary/secondary audience?

Kinds of Audience:
• Initial audience - First audience to see document

• Gatekeeper - Has the power to stop the message

• Primary audience - Audience that makes a decision or acts on

the basis of the message

• Secondary audience - Comments, advises, or implements

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• Watchdog - Has social, legal, or economic power
Audience Analysis-Adaptation
Maslow’s Hierarchy

• What’s In It For Me(Audience)

• Needs
• Concerns
• Motivations
• Benefits

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The SCM – situational factors :
analysing the sender
Sender credibility (ethos)?
Situational - initial credibility
factors
- acquired credibility
Message
orientations
Sender appropriate?
Audience
Context What Is In It For Me
Sender
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Context
• This refers to the environment or setting in which
the communication takes place
• The sender and audience must have a common
understanding of context – some shared context –
in order for a meaningful exchange of
information and ideas
(B Txt: p. 28-30)

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The SCM – situational factors :
analysing the context

Situational Organisational culture and

organisational state
factors
Financial health
Message
orientations Inclusive/horizontal or
hierarchical
Audience Technological capabilities
Context Time factor
(B. Txt: p. 28 - 30
Sender
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Situational factors:
determining message orientations
Situational
factors The Competing Values in
management communication:
Message
Orientations
What are the most important
Audience message orientations my message
Context should achieve?
Sender
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 The SCM – situational factors:
determining message orientations
To build rapport, To inspire,
generate trust challenge, lead

Relational Transformational

Informational Promotional
To explain, To sell, persuade
describe – usually
argument-centred

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Message orientations
• Management messages can have 4 basic
orientations
• Skilful communicator must make choices
regarding the number and type of M.O to target
so as to achieve the desired C.O
(B Txt: p. 24-27)

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Message orientations

• Message orientations and communication

outcomes are not the same.
• C.O. – targets the articulated goal of the
communication; always involves a behavioral
change in your audience
• M.O. – rhetorical traits imbued in messages to
help writers/senders get the desired C.O. from the
audience
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The Strategic Contingency Model (SCM)

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 Design Factors
(Crafting)

Media (How) Message (Design –

How TO CRAFT)
How to send
the message

How to say What to say

Media choice &
Repertoire

Media/
Message Media Contextual
equivocality Determinants
symbolism 17
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 Design Factors
(How to say)

Media (How) Message (Design)

How to send
How to say What to say
the message

Tone/ Style/
Content Rhetorics Content
organisation Language development
Control 20

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The SCM – design factors : Direct or
indirect approach

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The SCM – design factors : Achieving the right mix of ethos, pathos and logos

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