The Basic Principles Of Strategic Communication: Definition and Goals

The Basic Principles Of Strategic Communication: Definition and Goals


ONLINE COURSE
ON COMMUNICATIONS Hello, dear friends.
My name is Andriy Kulakov and I am the Program Director
of Internews Ukraine. Let’s start our brief course
on Communication. We will talk about the basic
elements of communication to build our communication plans
and our strategies. THE BASIC PRINCIPLES
OF STRATEGIC COMMUNICATION DEFINITION & GOALS First of all,
we should understand that communication
is not an additional activity. It shouldn’t be based
on the residual principle. It’s a part of our
strategic activities. In our daily work, we are bombarded by a million of different tasks. We have to organise
numerous exhibitions, conferences, seminars, and so on. And all this organisational stuff
takes all our energy and time, and we are left with little force
to talk about our achievements. And yet, we should think
from the very beginning about whom and how
we will talk to. Communication is like
real marketing: the marketing managers
do not only decide how to sell,
for example, a yoghurt, they decide exactly
what kind of yoghurt to produce, and whether it should be
yoghurt at all. So, from this moment, let’s consider communication
as strategic process and as an element,
as a very basis of any action. So, what is communication? There are a lot of
kinds of communications, and a lot of varieties. So, let stay on one definition. First of all, there is
internal communication, also called
corporate communication, when you communicate
ideas, messages within your
organisation or initiative. But we will talk about
external communication. There are a lot of series and experts
proposing different definitions. But I would suggest to stay
on the following one: external communication is a system
of measures for offering information, which aims to
influence the perception, expectations and behaviour
of target audiences according to the mission and goals
of your organisation or project. So, it’s important
to remember that the ultimate goal
of communication is to influence the behaviour
of our target audience. And this is the main difference between communication
and just talking or having a chat. We should convince
someone we are talking to to behave in a certain way. But before this,
we need to influence their perception and expectations,
a so-called mindset. And then we move to the
practical aspect of communication. Let’s take an example. For example, there is
an election campaign. For instance, a presidential one. First of all,
the staff of the candidate should create a positive
image of this candidate. The positive image of his words, of his thoughts,
and of his behaviour. But people should
react on this image not only by reason,
but as well emotionally. This way, the staff creates
the positive mindset. The ultimate goal
of the election campaign is to convince people
to do a particular thing. Voters should do
a particular action: they should come to a polling station
and vote for this candidate. Please pay attention
that you can find some additional and useful materials
to this course below the video.

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