In this chapter you will learn that Strategy consists of two actions: 1. Determining the purpose, goals, or vision of what we want to achieve. 2. Developing how best to achieve the purpose, goals, or visions. And you will learn to apply communication strategy to achieve your communication goals. Effecting leadership communication depends on your thinking and planning strategically, understanding your audience, and structuring your communication for different situations.
In professional communication, we have four goals: to inform, to persuade, to instruct, and to engage. In this chapter you will learn how to generating ideas by brainstorming, Idea mapping, the journalist’s questions: Who? What? When? Where? Why? How? , and the decision tree.
Strategy framework, we need to consider each of the components in the framework: the purpose, messages, media/forum, timing, and communicator. We may have one overall purpose or many, depending on the complexity of the communication situation. Our overall purpose and overarching message should be consistent from group to group.
Analyzing audience is fundamental to any communication strategy. There are four approaches to analyzing an audience are by expertise, by decision-making style, by medium, and by organizational context.
This chapter has focused on clarifying messages and developing a communication strategy, both essential skills for anyone wanting to master leadership communication. And the general rule for professional communication is our purpose for writing or speaking usually comes first.
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