Strategic Communication & Planning Flashcards

Which communication planning tool maps the journey an audience takes from unawareness to action?

Answer: Communication funnel or AIDA model

The AIDA model (Attention, Interest, Desire, Action) tracks audience progression, helping communicators design messages appropriate for each stage.

When a strategic communication plan uses primary research, which method provides the most in-depth qualitative insight from stakeholders?

Answer: Focus groups or in-depth interviews

Focus groups and in-depth interviews allow stakeholders to express nuanced views and reasoning, offering qualitative depth that surveys cannot provide.

An organization's communication plan should align with its strategic plan primarily to ensure:

Answer: That communication activities support overarching organizational goals

Alignment with the strategic plan ensures communication investments directly advance the organization's priorities rather than operating in isolation.

What is the primary purpose of an environmental scan in strategic communication planning?

Answer: To assess external factors — political, economic, social, technological — that may affect communication

An environmental scan (often using PEST or PESTLE) identifies external forces that could create opportunities or threats for the communication plan.

A communication professional is presenting a plan to senior leadership. Which element most effectively demonstrates the plan's anticipated return on investment?

Answer: Projected outcomes tied to measurable KPIs and business results

Linking projected outcomes to KPIs and business results shows leadership how communication investments will translate into organizational value.

In two-way symmetrical communication, what distinguishes it from one-way models?

Answer: The organization adjusts its behavior based on audience feedback, not just its messaging

Two-way symmetrical communication involves genuine dialogue where the organization listens and potentially changes its practices based on stakeholder input.

Which factor is most critical when selecting a communication channel for a time-sensitive public safety message?

Answer: Reach, speed, and likelihood of the target audience accessing that channel

For urgent public safety messages, the channel must reach the target audience quickly and reliably, making reach and speed the top selection criteria.