Strategic Communication

Models
MD Saiful Alam Chowdhury, PhD
Adjunct Faculty, MCJ, BUP
SC Models

It can help you achieve But how do you

SC is the art and
your project goals, choose the best
science of
build trust and strategic
delivering the
credibility, and communication
right message to
overcome challenges model for your
the right audience
and risks. project?
at the right time.
 1. THE LINEAR 2. THE INTERACTIVE
MODEL MODEL

Four Models of SC

3. THE 4. THE
TRANSACTIONAL CONVERGENCE
MODEL MODEL
Models of SC
Linear Model
Message

Linear Model
 Linear model is the simplest and oldest
form of strategic communication.

It assumes that communication is a one-

way process, where the sender encodes a
Linear Model message and sends it through a channel to
the receiver, who decodes it and responds
with feedback.

Three elements: Sender, Receiver and

Message
• This diagram has a problem, it suggests
that communication starts and stops at
specific points.
• Missing Feedback – makes
communication a circular process with no
beginning and end.
• It ignores the context, noise, and barriers
that can affect communication.
• It also assumes that the sender and the
receiver have the same interpretation of
the message, which is often not the case.
 The interactive model is an improvement over
the linear model, as it recognizes that
communication is a two-way process, where
the sender and the receiver exchange messages
and feedback.

• This model is more

accurate than the first
one, but some important
parts are still missing.

Interactional Model
• •

SITUATION PURPOSE AUDIENCE METHODS

 Context

• The context definition in

communication refers to the
factors that work together to
determine the meaning of a
message.
• Four types of Context:
Physical, Social, psychological,
and Time elements in which
communication takes place.
 • The Place where a speech is given is the physical element of
context.
• Physical context in communication refers to the actual setting
in which the communication is taking place.
• How the room is physically decorated or designed can
also impact your interaction with your audience.
Physical • If the room is dimly lit or is decorated with interesting
Context posters, audience members’ minds may start
wandering.
• If the room is too hot, you’ll find people becoming
sleepy.
• As speakers, we often have little or no control over our
physical environment, but we always need to take it into
account when planning and delivering our messages.
• The social aspect includes the relationships
between the people involved in the
communication process, both the speaker
and the members of the audience.
• Such as teacher-student, co-workers,
employer-employee, or members of the
same civic organization, faith, profession, or
community.
• The roles people assume or the acceptable
behaviors for a particular situation also form
part of the social aspect.
 • The psychological dimension includes
the attitudes and behaviors of those
relationships involved.
• It refers to the mood and emotions of
the audience and speaker.
Psychologic
• For example, Are the participants
al Context friendly or hostile?
• Is the occasion serious or humorous?
• Is the atmosphere formal or casual?
• Do the participants agree with one
another or disagree?
 • The time dimension
includes the actual time the
communication occurs.
• It also refers to the point in
Time Context
history or the stage in a
relationship when
communication occurs.
• The model now looks more
complete, but one important
part is still missing
 Interference in Communication

Receivers don’t Interference is

It can occur at any
Communication is always understand anything that
point in the
not perfect. messages the way prevents effective
senders intend. process.
communication.

The relationship
Either the sender If the sender doesn’t
between the sender Distortion can
or the receiver (or prepare a clear also occur within
and receiver’s attitude
message or doesn’t
both) can be a speak clearly, there is
about the message the channel –
cause. can also interfere with
interference.
communication.
(SPAM – Media).
Interference in Communication
Transactional model
of SC
 • SC is a process composed of eight
Transactional necessary elements:
Model of SC
• Sender
• Receivers
• Context
• Message
• Channel
• Noise
• Feedback
• outcome
 Transactional model is the most complex and
comprehensive form of strategic communication.

It views communication as a simultaneous and continuous

process, where the sender and the receiver are both
active participants who create and share meaning.

Transactional It also acknowledges the role of context, noise, and

barriers in communication, as well as the impact of
Model of SC nonverbal cues, emotions, and values.

Transactional model is the most realistic and flexible

model, but it also has some challenges. It requires a high
level of skill and awareness from the communicators.

It also demands a lot of time and effort to maintain

effective communication
 Convergence Model
• The convergence model is a relatively new
and emerging form of SC.
• It focuses on the integration and
alignment of different communication
channels, platforms, and strategies to
create a consistent and coherent message.
• It also emphasizes the importance of
engaging and collaborating with the
audience, rather than just informing or
persuading them.
Convergence Model
• The convergence model is the most
innovative and adaptive model, but
it also has some risks.
• It can lead to information overload
and confusion if not managed well.
• It also requires a lot of coordination
and evaluation to ensure quality and
effectiveness.
8-Step Communication Model
 Assess Current
Situation • Acquire a thorough understanding of the problem, the
audience and the action you want the audience to take.
• Assessing the situation reduces the assumptions and
lays a solid foundation to continue the process.

Set Communication
Goals • Answer the question: what do you want to accomplish?
• Once you set your goals, develop specific, measurable,
achievable, realistic and timely (SMART) objectives for
implementing those goals.
 What Are The Benefits Of Setting SMART Goals?

• SMART is an effective tool with growing popularity.

• Communication worldwide incorporate the criteria for strategic
planning and goal setting due to the following benefits:

It gives a sense SMART helps Focus on the most It’s motivating

of direction in teams create critical aspects / set teams to get out of
the short- and effective the priorities their comfort zones
long-term objectives straight and take action
What Are The Benefits Of Setting SMART Goals?

Grants feelings Facilitates It’s time-saving

of satisfaction due to goal-
when meeting
time oriented
deadlines management activities

Provides a sense of It evaluates a Identifies critical

being on the right areas of operation
track (measures
team’s strengths that need to be
progress) and weaknesses improved
 Peter
Drucker's Managem
ent by Objectives
Specific - Limit your goals to a single area so
they are not too vague. It might help to start by
considering the six W questions:

Who - Who is involved?

What - What do you want to accomplish?

When - When is your timeframe?

Where - Where is your location?

Why - Why are you setting this goal, and how

will accomplishing it benefit you?

Which - Which requirements and constraints

do you need to consider?
 Stay on Track: Defining measurable
parameters helps you set timelines,
and regular check-ins against these
benchmarks act as navigational
markers.

• Measurable - Establish
the criteria for measuring Make Timely Adjustments: Identify
your progress while you deviations early on so you can make
necessary course corrections and
work towards your goal.
minimize the risk of straying too far
• Measuring progress is from the intended path.
integral as it ensures
accountability and
provides a clear roadmap. Identify Effective Strategies: Tracking
measurable outcomes reveals what efforts yield
Also, this SMART step will the best results and provides invaluable insight
help you: so you can ensure that time and energy are
optimally invested.
 Comprehensive Planning: Break down
your goal into manageable steps. This
enhances clarity and reveals potential
challenges that can be proactively
addressed.

• Attainable - When you

identify your goal and Workload Consideration: Pursuing this
determine how you will goal shouldn't compromise your ability
to follow through on current
achieve it, you see how commitments or maintain overall
project efficiency and quality.
attainable it is and how
much effort it will
require. Assessing Time Dedication: Realistic time
attainability involves: management is crucial for preventing
overextension and ensuring that each
task receives the attention required for
successful completion.
 Achieve Harmony: Ensure that your goal aligns
with both your organizational objectives and
individual capacities. A realistic goal strikes the
right balance between ambition and practicality.

To be realistic, your
goal should represent Avoid Hurdles: Aiming high is commendable.
Realism is not about lowering the bar but about
an objective everyone setting it at a height that challenges without
involved is creating unnecessary issues.

able and willing to

work toward.
Assess Bandwidth: Realistic goals consider the
resources, skills, and time available, fostering an
environment where all contributors can actively
and effectively work toward success.
 Time-bound

Time is a crucial component of goal achievement.

Execute with Precision: Being time-bound means not just setting deadlines but crafting a well-defined
timeline that acts as a catalyst for focused action.
Defining clear time boundaries imparts urgency and provides a roadmap for progress checks

Learn from the Past: If you've conquered similar tasks within a specific period before, doing so again is
feasible since you've already proven your capabilities.
Previous successes become the benchmarks against which you measure and refine your current goals.
3. Identify Intended Audiences

Identify the segments of the population

you want to target.

This will drive the messages, channels and

activities you choose for maximum impact.
demographic segmentation is a
method of audience
segmentation based on the
target population’s age, gender,
income, race, and other
factors.

Potential
data points
Behavioural segmentation segments
audiences based on their interaction
with your website or app.

Potential data points:

•Page visits
•Referral source
•Clicks
•Downloads
•Video plays
•Goal completion (e.g., signing up for a
newsletter or purchasing a product)
 Psychographic segmentation is when
you segment audiences based on your
interpretation of their personality or
preferences.

Potential
data points
 Technographic
segmentation is when you
single out specific parts of
your audience based on
which hardware or
software they use.

Potential
data points
Transactional segmentation is
the analysis of customers'
purchasing behaviours and
histories to categorise them
into smaller, distinct groups
based on common traits,
allowing for more targeted and
effective marketing.
 Analyze the audience
• Once you identify your audience, go one step
further and analyze the audience.
• When we segment down to a very specific
audience, we learn what makes that particular
group tick.
• We can use that information to create messages
and select channels that will align with the needs,
beliefs, values, and priorities of our audiences.
• Audience analysis is more than just gathering data. It's
about diving deep into the motivations and factors
driving your audience's behaviors.
 4. Develop and Pretest Messages
• A Persuasive message:
• Make sure your messages 1. Makes your issue urgent and relevant;
are: 2. Connects with audience’s knowledge,
1. easy for your audience to attitudes, and values;
understand; 3. Personalizes an issue;

2. are direct and concise; 4. Solves a problem for your audience

5. Demonstrates your benefits
3. don’t use jargon; and
6. Overcomes the “costs” of action
4. communicate the benefits
7. Motivates audiences to think, feel,
to your audience.
and act
 5. Select Channels and Activities
• Research which
communication channels
are the most effective to
reach your target
audience.
• Partnerships with key
stakeholders are valuable
elements in your ability to
communicate with your
audiences.
 6. Develop an Action Plan

• How will you implement

communications
strategy?
• Do you have
alternatives (backups) in
place to implement all
steps of the strategy?
• Did you identify
potential risks and
contingency plans?
 7. Develop and Pretest Materials
Conduct concept and positioning testing to determine which
materials are relevant to the audience;
Test the materials for memorability, impact, image,
persuasiveness and other key attributes;
Conduct readability testing;
Consider adding peer or professional review to the materials
testing process;
Conduct test marketing with a small sample of the target
audience.
8. Implement, Evaluate
and Modify Plan

• Review your action plan and

modify as needed.
• Obtain any necessary or required
approvals.
• Implement the approved plan.
RACE Model
RACE Model - was propounded by John
Marston in 1963.

The R.A.C.E process encompasses the

following 4 phases: Research, Action and
planning, Communication and relationship
building and Evaluation.

RACE is an effective process to follow when

developing a strategic plan if you want to
have a strong and mutually beneficial
relationship with your publics.
 RACE Model
• This model helps you to define your
situation, objectives, audiences,
strategies, tactics, budget, and
timeline based on your research.
• Then, you implement your action
plan and communicate your
messages through various channels.
• Finally, you evaluate your outcomes
and impact using quantitative and
qualitative methods.
• The RACE model is useful for setting
SMART (Specific, Measurable,
Achievable, Relevant, and Time-
bound) objectives and tracking your
progress.
• Research allows practitioners to
develop strategy in three
significant ways:
• Conducting campaigns with
specific purpose and targeted
goals
• Operating as a part of the
overall strategic management
function in an organization
• Measuring the effectiveness of
public relations efforts
 Research

Uses research to
Identify issues and
fulfill several key Prevent and
engage in problem
communications manage crises
solving
tasks:

Make organizations Build and maintain

Create better
responsive and long-term
organizational
responsible to their relationships with
policy
audiences publics.
 Formal Research - normally takes
place in order to generate
numbers and statistics that target
communications and measure
results.
Research

Informal Research -
usually gathers
information and opinions
through conversations.
Formal Informal
• Formative Research helps
practitioners understand what publics
know, believe, or value and what they
need or desire to know before
Formative Evaluation
communicating.
• Evaluation Research shows the
impact made through their
communication efforts after a
campaign.
ACTION PLANNING
Communication Tactics
(Development &
Implement)
 This is the most important step where you find
Evaluation out the effectiveness of content delivered to the
target audience.
It shows the result of your campaign and the
effectiveness of the content.

Four concerns should be addressed when

evaluating the effectiveness of a campaign:
• Define your benchmark.
• Select a measurement tool.
• Analyze data, draw actionable
conclusions, and make recommendations.
• Make changes and measure [Link].
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