2. What is it?
Generally considered to be communication which is aimed at persuading
somebody to do something
Vote for something
Think in a certain way about something
3. The purposeful use of
communication by an
organization to fulfil it’s
(Hallahan et al., 2007)
4. Five tenets of strat comm
Intentional Message Design:
Start with a realistic communication goal for what you’re trying to achieve
Do you want to cultivate positive brand association?
Raise awareness of a product?
Connect with key stakeholders?
Have a well-defined purpose
Connect communication goals with the organization’s goals
5. Five tenets of strat comm
The Correct Platform(s)
Go where your audience is
Go to the right platform to find the right people
This used to be easy. TV station A, B or C. And sit-com or drama or soap or
Now you can be much more targeted
6. Five tenets of strat comm
Communications must be timed correctly
Do not launch a new product campaign in the
middle of a company scandal
What was the problem with Malaysia Airlines “My
Ultimate Bucket List” campaign?
7. Five tenets of strat comm
Audience Selection and Analysis:
Who is your message for? The same(ish) message should be tailored for
What is the goal of the message? How can I achieve that goal with audience A,
B or C?
You can now know a lot more about potential audiences beyond gender, age,
People pay more attention to information that is relevant to them
8. Five tenets of strat comm
You need to define what success is for a message or a communication
Do you want to increase sales? How do you accurately measure an increase in
E.g. you sell socks, you run a marketing campaign which runs in October and
In September you sold 3,500 pairs, in October 5,000 and November 7,500.
12. What ad would you run during what
Ad 1 – Beyond Meat burgers are better for you. They are high in protein. Lower in fat…
Ad 2 – Beyond Meat burgers are better for the environment. They have a much lower
carbon footprint, don’t require clearing of rainforests…
So, which ad where?
Pretty much a no-brainer – duh!
But this is where you would earn your money
What would be the types of people you would target with each ad online?
Would you waste money by making two separate ads?
Would it be worth making a third?
13. Who would you target?
Go to this WaPo story (the link is in the class Google doc)
What do you think would be the 10 categories which Facebook has on
users which would be most useful to help you decide whether to ask
them to show Ad 1 or Ad 2?
Any categories particularly useful for definitely choosing to advertise
Spend about 10 minutes discussing this in pairs/threes
16. Google is pretty handy too (and also
kinda dumb, and kinda smart):
Why did I get these ads when on the WaPo story about Facebook?
17. Strat Comm skills
This still is central to much of the work of strat comm professionals – writing a
press release, ad copy, marketing copy, writing a report, write tweets, FB posts,
blogs, company website
“Today’s corporate communications practitioners need to be able to sift
through material to develop clear, crisp communications. The written word has
not been abandoned in the business world.” (Carole Merry, Senior VP)
18. Strat Comm skills
You may be required
to deliver a pitch to a
Explain to a client the
19. Strat Comm skills
You need to understand
from contractors or
Facebook / Google
analytics will be in your
20. Strat Comm skills
Ability to work under pressure
Often involves working against deadlines
Try to avoid having to do any crisis communication
Marketing is more flexible than in the past – Xmas campaigns used to be planned in March – but
campaigns still take time and planning
Schedules change, goals change, shit happens – but the campaign still needs to run
Particularly in small teams you need to be Jack or Jill of all-trades
22. Seriously, it’s important
– here’s some tips
Knowledge of AP style
Who knows what this is?
Grammar and punctuation do matter
Simple. Short. Sentences.
Write for a wide audience
Academic writing is very different to public
Active voice – the Zombie rule