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Foundations of Strategic Communication - Section 1: Lesson 2

QuestionAnswer
Comment One of the 5 C's of Strategic Communication: To have an opinion about an idea, message, or strategy.
Critique One of the 5 C's of Strategic Communication: To have a considered opinion about the strengths and weaknesses of an idea, message, or strategy.
Contribute One of the 5 C's of Strategic Communication: To add value to an idea, message, or strategy.
Collaborate One of the 5 C's of Strategic Communication: To help advance an idea, message, or strategy by bringing in something from another source or advancing an idea, message, or strategy in another part of the organization.
Capitalize One of the 5 C's of Strategic Communication: To take what someone has done and put it to good use in another place or purpose.
Transactional Communication Theory Communication is a dynamic, reciprocal process where meaning is co-created through interaction. Used in customer service, ensuring clear, responsive exchanges that build rapport.
Constitutive Theory Communication shapes organizational reality, including brand identity, culture, and stakeholder relationships. Businesses define their mission, values, and reputation through consistent messaging.
Co-Creation Theory Value is created through collaboration between companies and stakeholders. Applied in product development (e.g., customer feedback, crowdsourcing) to enhance market fit.
Theory of Planned Behavior Behavior is influenced by attitudes, social norms, and perceived control over actions. Helps marketers design persuasive campaigns that encourage consumer engagement and purchasing decisions.
Extended Parallel Processing Model (EPPM) People respond to fear-based messages by assessing threat severity and their ability to act. Used in crisis communication and risk management (e.g., product recalls, safety campaigns).
Inoculation Theory Exposing individuals to counterarguments builds resistance to persuasion. Businesses use it to preemptively defend against competitor attacks or negative publicity.
Situational Crisis Communication Theory Crisis communication strategies should adapt based on crisis severity and organizational reputation. Guides companies in choosing the best response (denial, apology, corrective action) to protect brand image.
The Communicating Entity (CE) A CE can be an organization, brand, or individual responsible for messaging (e.g., businesses, NGOs, government agencies, celebrities).
Public Relations (PR) Marketing is the promotion of the product, service, or a company, whereas PR is the promotion of a companies reputation. They are there to ensure a positive reputation with the public. Community Engagement: Service projects, events,
Community Engagement Service projects, events, sponsorships; all of these are meant to build goodwill in their respective communities.
Government Relations Lobbying and cultivating relationships with government officials and lawmakers to influence future laws.
Investor Relations Is the strategic management of communication between a company and its investors to ensure transparency, maintain confidence, and support financial stability through accurate disclosures and engagement.
Crisis Communication Is the strategic management of messaging during emergencies to protect an organization's reputation, provide timely and accurate information, and mitigate negative impacts on stakeholders.
Internal Organizational Communication Is the structured exchange of information within a company to ensure alignment, collaboration, and engagement among employees, fostering a cohesive and productive work environment.
External Organizational Communication Is the strategic exchange of information between a company and its external stakeholders, including customers, investors, media, and the public, to build relationships, manage reputation, and convey key messages effectively.
Brand Communication Is the strategic delivery of messages that shape a company's identity, values, and reputation to connect with target audiences, build brand loyalty, and differentiate from competitors.
Created by: Matt-Studebaker
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