Strategic Communication & Planning Flashcards

A communication audit reveals that key stakeholders are receiving inconsistent messages from different departments. Which strategic approach best addresses this issue?

Answer: Develop an integrated communication framework with centralized messaging

An integrated communication framework ensures all departments align on core messages, reducing inconsistency and confusion among stakeholders.

When conducting a SWOT analysis for a communication plan, which element would be categorized as an 'opportunity'?

Answer: A competitor's negative media coverage that diverts attention

A competitor's negative coverage is an external opportunity that a communicator can leverage to position their organization more favorably.

Which communication planning model emphasizes defining objectives before selecting channels or tactics?

Answer: The RACE Model

The RACE model (Research, Action, Communication, Evaluation) begins with research to define objectives before moving to tactical decisions.

A strategic communicator is tasked with reducing employee resistance during an organizational merger. What is the most effective first step?

Answer: Conduct listening sessions to understand employee concerns

Listening sessions identify the root concerns driving resistance, enabling communicators to address them meaningfully rather than broadcasting generic messages.

In the context of strategic communication, what does 'message framing' primarily influence?

Answer: How audiences interpret and perceive information

Message framing shapes the context and emphasis around information, directly affecting how audiences understand, feel about, and respond to it.

Which metric best evaluates whether a strategic communication plan achieved its intended behavioral outcome?

Answer: Change in target audience behavior post-campaign

Behavioral outcomes measure whether the communication actually motivated the intended action, making them the strongest indicator of strategic success.

A public communicator is creating a three-year communication roadmap. Which planning horizon concept is most relevant?

Answer: Strategic long-range planning

Strategic long-range planning covers multi-year goals and is used to align communication efforts with an organization's broader mission over extended periods.