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Month: February, 2013

Chapter 4: Choosing the Right Message and Medium

Message strategy, or the development of a message, or messages, that will reach and accurately affect your target audience, is extremely significant in the field of Strategic Communication. If missteps are taken, your message may not end up having a positive effect on your target at all. So, it is of upmost importance that students and professionals in the field gain an understanding on how to best go through the process. This begins with deciding whether your message is informative or persuasive. An informative message is intended to provide listeners with additional information on a topic they already have some knowledge on. A persuasive message typically intends to sway listeners into believing your point of view on a product or service by discussing its positive qualities. 

Before deciding on the appropriate media for your message, there is a series of questions that should be asked. These questions include inquiries about what audience you are hoping to reach, what knowledge of media you may already have, what is the timeline your audience needs to be reached by, as well as questions about what media you can realistically afford. It is important to answer these questions before choosing a media for your message, because without this information, your entire message campaign may be done incorrectly. It is also beneficial to weigh the advantages and disadvantages of all potential media. If this process is done thoroughly, your final evaluation of it all should be great!



Chapter 3: Planning and Research

There are many components to a successful public relations campaign. A lot of research must be done to make sure that the right target audience is being spoken to and the right means of media are being used. In order for public relations tactics to be successful, the process must begin with an issue statement. Essentially, it exactly defines and pinpoints the issue that needs to be addressed by communication or marketing. Then, the affected publics and timing must be considered. The affected publics are the personally affected parties that the issue concerns. The timing is vital to public relations because it can progress a campaign, or push it backwards and make it unsuccessful. Strengths and weaknesses of the organization or product must also be considered for strategic planning purposes.

Researching the topic is one of the most important parts of public relations. Both primary and secondary research may be conducted and used. Secondary research is research found in books, journals, the internet, etc.; it is research that has already been conducted by another party. Primary research can include things like focus groups, surveys or interviews; it is first-hand research. After the research is conducted, gathered and reviewed, objectives must be set. Timeline and budgeting for the public relations must be determined and parameters must be set. In order for a campaign to succeed, all of these things must be taken into consideration and executed properly.