COM CO 101 Lecture Notes - Lecture 2: Crisis Communication, Deepwater Horizon Oil Spill, Buzzfeed
Document Summary
Strategic communication: the present and future of mass communication. Effort to bring together all functions within an organization that utilize communication to ensure that all communication going out of an organization is consistent with the goal of the organization as a whole. Influencing communication efforts with an agenda and a master plan . Orchestrated use of channels to move and influence public policy or promote products . The synchronization of images, actions, and words to achieve a desired effect . Understand stakeholders or audiences with whom you"re trying to communicate. Input: any time/effort/money put into achieving a goal. Outcomes: behavioral or perceptual effects of outputs (changing people"s minds) To increase sign-ups to our frequent flyer program by 30% in the next 6 months. To achieve 95% evacuation of hurricane-affected areas within 48 hours of alerts. Response and recovery requires coordination with multiple agencies (governmental, corporate, non-profit) Intergovernmental and international agencies (un, who, world bank)
