Unit 2 2010 - Unit 2 Strategic Communication Unit 2...

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Unit 2: Strategic Communication
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Copyright, Carolyn E. Kerr, 2009 2-2 Unit Table of Contents Unit 2: Strategic Communication ............................................................................................................. 2-1 Unit Objectives ....................................................................................................................................... 2-3 Communicating Strategically ................................................................................................................. 2-3 Audience vs. Purpose: The Chicken or the Egg ..................................................................................... 2-4 Types of Audiences ................................................................................................................................ 2-5 Audience Analysis .................................................................................................................................. 2-7 Demographics by Generation ................................................................................................................ 2-8 Communicating with a Purpose ............................................................................................................. 2-8 The PACE Model ..................................................................................................................................... 2-9 A Deeper Dive into PACE ..................................................................................................................... 2-10 Channel Selection ................................................................................................................................. 2-12 Timing and Sequencing ........................................................................................................................ 2-13 Executing as You PACE ......................................................................................................................... 2-14 Putting PACE Together ......................................................................................................................... 2-14 Putting Thinking into Action ................................................................................................................ 2-15 The Bottom Line Getting on Track to Succeed .................................................................................. 2-17 It’s Yo ur Turn Practice Activities ....................................................................................................... 2-18 Learning Check Assignment Description ........................................................................................... 2-19 Endnotes .............................................................................................................................................. 2-20 Unit 2: Strategic Communication
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Copyright, Carolyn E. Kerr, 2009 2-3 Unit Objectives To understand strategy in preparing business communications. To understand the audience analysis process To understand how to define the purpose for any communications piece To understand CBA’s “PA CE ” model To understand how to select the proper channel for any communications piece Communicating Strategically When you were four years old and wanted a cookie, you made a plan. Mom won’t want me to spoil my dinner. Dad w on’t care. Okay, I’ll ask Dad about the cookie. Just like that you decided on your primary audience the decision maker who needed to understand and approve your message. Next came a decision about the channel. You didn’t know how to write, so you would have to ask. And you knew that Dad couldn’t ta ke nearly as much whining as Mom could. Check your approach was confirmed. Ask Dad for the cookie. If he says yes, ask for a second one. If he says no to the initial request, start whining. Result: relieved Dad, happy and well-fed you, clueless Mom. It worked. Now, at that age, you certainly didn’t know what strategic thinking was. But that little example demonstrates that, while you may never have thought about it, chances are you have always been a strategic communicator. In this unit, we will f ocus on quantifying the talents you’ve displayed all your life and put ting them to work for you in the business world. Unit 2: Strategic Communication
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Copyright, Carolyn E. Kerr, 2009 2-4 Audience vs. Purpose: The Chicken or the Egg If you look at a cross-section of Business Communications textbooks, you will find that most begin their discussion of strategy with defining your purpose. And that’s understandable. Your purpose is, after all, what you want or need to achieve. On the other hand, if you haven’t made audience an alysis a paramount consideration in your planning (remember the mom and dad story), your chances of succeeding can be greatly diminished. And no one wants that. So, while it may seem like a semantic difference, it’s not a bad idea to start with your audience and ask: What do I want them to walk away knowing or doing ? The knowing or doing is, of course, your purpose .
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