Comm 15 Midterm Lectures SY 2024-2025 PDF

# Welcome back to BICOL UNIVERSITY ## Welcome to Communication Planning ### Course Description Communication Planning is a 3-unit course that focuses on the principles and strategies on how to develop an evidence- based and results-oriented communication campaign plan. It covers the planning process, elements of a communication plan, and measuring effects and impacts. The campaign may refer to public information and education, advocacy, social mobilization, and similar communication programs. ### Class rules - Treat others with respect at all times. - Listen to the teacher when s/he speaks. - Ask for help when you need it. - Be prepared every day with the required items. - Respect other people's property. - Listen and follow directions. - Raise your hand before speaking or leaving your seat. ### Course Policies #### To complete the course, students must: 1. Attend class regularly or as scheduled 2. Participate in all class-related activities 3. Complete and pass the exams as scheduled 4. Turn in all quizzes, assignments, reports and projects on time #### Use of Computer Software: Students are encouraged to use free, open-source software when computer software is required. However, during the semester, the course-in-charge may introduce industry-standard applications. Though it is recommended that students be familiar with industry-standard software, purchase of such software is not required. #### Academic Integrity Policy, including AI Use and Integration: With the introduction of Artificial Intelligence to the general public through different applications such as ChatGPT and MidJourney, the use of AI to augment and enhance learning is allowed. For output submissions, the course-in-charge shall set the allowable percentage use of AI for student works during the discussion of the requirements. Students are to disclose the applications used and the percentage use of AI in their outputs. #### Violations of this Academic Integrity Policy include, but not limited to: 1. Plagiarism 2. Cheating on Examination 3. Copying of classwork and other requirements 4. Fabrication or falsification 5. Other forms of deceit, dishonesty, or inappropriate conduct #### Use of Personal Electronic Devices in the Classroom: Electronic devices such as mobile phones, tablets, and laptops during class are only permitted if these devices are used to prepare outputs or during class presentations and reports. All mobile devices must be placed in silent mode. Should there be a need to use a mobile device for personal reasons, the student may do so outside of the classroom to avoid distractions within the class. #### Using such devices during tests and examinations means the test/examination is submitted at that point. #### Policies on Absences and Tardiness: According to CHED policy, the total number of absences by the students should be at most 20% of the total number of meetings. In the case of this course, it shall be 10.8 (rounded off to 11) hours or 3.6 (rounded off to 4) days of unexcused absence. #### On Tardiness, a 15-minute grace period shall be given to you. Since the class starts at 9:00 AM and 1:00 PM, you will be marked late from 9:01 to 9:45AM, and 1:01 to 1:15 PM. After the grace period, you will already be marked ABSENT. #### Language of Instruction: Outputs in class should be submitted using the English language. However, during discussions, you may speak in Filipino (Tagalog) language. #### Dress and Grooming Codes: All students are expected to wear uniform except for washdays and other exemption days. In the case of washdays and other days when there are activities, proper attire is expected. If a synchronous activity through online platforms (e.g., Google Meet, Zoom, etc.) is held, proper attire is expected among participants. # What is Artificial Intelligence? - AI can engage in interactions from humans or other machines, interpreting meaning and formulating an appropriate response. - AI can interpret supplied information and take appropriate action to achieve its mandated goals. - AI can internalize new information and adjust its behaviors accordingly to maximize its effectiveness. - AI can conduct most of its decision-making process without the need for human input. ## What is Artificial Intelligence? - **Machine Learning:** Using sample data to train computer programs to recognize patterns based on algorithms. - **Neural Networks:** Computer systems designed to imitate the neurons in a brain. - **Natural Language Processing:** The ability to understand speech, as well as understand and analyze documents. - **Robotics:** Machines that can assist people without actual human involvement. ## Importance of Artificial Intelligence AI, or Artificial Intelligence, is the simulation of human intelligence processes by machines, enabling them to learn, reason, and make decisions like humans. ## How AI works - **Input:** The information or data fed into the AI system. - **Processing:** The AI system analyzes and interprets the input. - **Outcomes:** The results of the AI processing. - **Adjustments:** The AI system makes changes based on the outcomes to improve its performance. - **Assessments:** The evaluation of the AI system’s performance and accuracy. ## Best AI Tools for Students 1. Chatgpt/GPT-4 2. Quillbot 3. Fotor 4. Adobe Express 5. Grammarly 6. Ottar.ai 7. Stepwise Math 8. Gitmind 9. Slidesgo ## Best AI tools - **Content Creation:** copy.ai, Jasper, frase, Peppertype.ai, AI-WRITER, ChatGPT - **AI Proofreaders:** QuillBot, wordtune, Grammarly, Text Blaze - **Design Tools:** beautiful.ai, Adobe Express, Design Beast, DesignEvo, appypie - **AI Tools for Marketing & Sales:** SURFER, Outranking, WriterZen, Hemingway Editor, wingman by Clari, Chorus - **HR and Business Management:** trinet, zenefits, Yva.ai - **Project Management & Time Management:** TARA, Futurenda, Timely, TREVOR - **Video Editing & Creations Tools:** PODCASTLE, FlexClip, Pictionary - **Transcription Tools:** descript, Ottar.ai ## AI in Communication <start_of_image>AI-Powered Communication: Transforming how We connect 1. **Voice Assistants:** Alexa, Siri, and Google Assistant for seamless user experiences 2. **Chatbots:** Multitasking virtual assistants deliver personalized assistance 3. **Sentiment Analysis:** Understand customer sentiment for informed decisions 4. **Content Creation:** AI automates tasks, maintains consistency, and enhances quality 5. **Language Translation:** AI fosters global connections through precise language translation 6. **Marketing Insights:** Refine ad targeting and deep customer insights 7. **Healthcare Communication:** Improved healthcare and remote medical records management ## Pros & Cons of AI | PROS | CONS | |---|---| | Increased efficiency | Cause of unemployment | | Reducing Human risk | High initial investment | | Aid in Decision Making | Dependency on machines | | Availability | Lack of creativity| ## Responsible use of AI in Schools ![Scales with a person and robot](image) @ericccurts - ControlAltAchieve.com ## AI Ethics - Security - Responsibility - Safety - Bias & Fairness - Transparency # What is the meaning of communication - Exchange of information ## Communication - People - Media - Writing - Reading - Listening - Message - Connection - Talk - Discussion - Exchange ## Let’s discuss… Planning <start_of_image> Communicating effectively means having a plan. ## Planning Planning is the process of thinking about and deciding in advance what to do, how to do it, when to do it, and who should do it. It creates a roadmap to achieve a desired goal or outcome. ## Planning: Characteristics - Managerial Function - Goal-Oriented - Pervasive - Futuristic - Intellectual Process - Continuous Activity ## Characteristics of Planning - Focus on Goal - Primary Function - Pervasive Activity - Future-Oriented - Continuous Activity - Intellectual work - Flexible - Efficiency and Economy - Actionable ## Key Elements of Planning - Setting goals: Defining clear and specific objectives. - Defining actions: Identifying the steps needed to reach the goals. - Allocating resources: Determining the necessary people, time, money, and materials. - Considering potential challenges: Anticipating obstacles and developing strategies to overcome them. - Making decisions: Choosing the best course of action based on available information. ## Process of Planning - Building achievable targets or goals - Constituting the planning grounds - Determining the extent of time for planning - Appraising and choosing a course of action - Discovering alternatives to achieve goals - Flourishing derivative plans - Aligning and regulating the progress ## Planning Process - [[Align]] Behavior & Communication [[Vision]] Vision, Values, & Culture [[Diagnose]] Diagnostic, SWOT & CSFs [[Plan]] Goals, Strategies, Actions, & KPIs [[Execute]] Priorities, Accountability, & Communication [[Optimize]] Continuous Review & Revision ## Planning Process 1. Establishment of Objectives: Setting clear and measurable goals for the communication effort. 2. Developing Premises: Analyzing the current situation, assumptions, and potential challenges. 3. Evaluating and Selection of Alternatives: Coming up with and evaluating different options for achieving the objectives. 4. Formulating Derivative Plans: Developing detailed action plans for each alternative. 5. Securing Cooperation and Participation: Engaging with stakeholders and securing their buy-in. 6. Review and Follow Up: Monitoring progress and making necessary adjustments. ## Communication + Planning <start_of_image> Communicating effectively means having a plan. ## Communication Planning - Facts - Teamwork - Productivity - Plan - Idea - People - Strategy ## What is a Communications Plan? An end-to-end plan for delivering strategic messages to key audiences in order to drive positive business outcomes. ## Communication Plan - **A communication plan is a policy-driven strategy for delivering specific information to company stakeholders.** - **A communication plan is a comprehensive strategy for conceptualizing, outlining, and carrying out marketing, outreach, and communication strategies throughout the departments and teams of a business.** - **Communication plans specify the information that should be given, who should get it, when it should be sent, where it will be shared (for example, via email, social media, or the mail), and how it will be monitored and evaluated.** - **Learning about the target audiences and employing strategic messaging and distribution channels to best engage them are both part of communication planning.** - **Laying out how team members and stakeholders will communicate on a project, within an organization, or in both is the process of communication planning.** - **To put it another way, managers establish a structured procedure for information exchange through the use of a communication strategy.** ## Important Parts of a Communication Plan - **Audience** - **Message** - **Purpose of the Message** - **Communication Method** - **Communication Timing** ## Communication Plan Components | Component | Description | |---|---| | Audience | Identify the audience for the project, including: - Residents - Clusters - Committees - Working Groups - Board of Directors | | Message Type | Determine the messaging type (may vary by the audience): - Letter - Face-to-face - Status Report - Project Update | | Delivery Method | Determine appropriate delivery method: - Meeting - Informal Presentation - Formal Presentation - Mail/Email | | Schedule | Determine frequency: - Weekly - Monthly - Quarterly - Milestone - As Needed | | Message Source | Determine the source of the message: - RA Board - CEO - Director of Capital Projects - Project Manager | ## Importance of a Communication Plan - **Communication plans specify the information that should be given, who should get it, when it should be sent, where it will be shared (for example, via email, social media, or the mail), and how it will be monitored and evaluated.** ## Communication Planning - Determine your product - Identify your main audience - Identify secondary audiences - Set goals - Work on messaging ## Purpose of a Communication Plan - **No matter what the information is about or who is sharing it, developing a communication plan offers a structure. It’s simple to believe that communication is uncomplicated and obvious. This error is typical.** - **It's simple to become informal because we frequently assume that communication comes naturally.** - **Making a plan offers you the precise actions to take, ensuring that everyone understands the message and is aware of who to contact with any issues. A solid resource that everyone may utilize is produced when you employ a communication plan as the framework for your message.** ## Types of Communication Plans Based on Target Audience - **Internal Communication Plan**: Focuses on communicating with employees within an organization. This includes sharing company news, updates, and policies and fostering employee engagement. - **External Communication Plan**: Targets audiences outside the organization, such as customers, investors, media, and the public. The goal is to build and maintain a positive brand image, generate leads, and manage relationships with these audiences. ## Types of Communication Plans Based on Purpose - **Crisis Communication Plan**: Outlines strategies for responding to and managing crises, protecting the organization's reputation, and minimizing damage. - **Marketing Communication Plan**: Focuses on promoting products or services to target customers through various channels, including advertising, public relations, social media, and direct marketing. - **Change Management Communication Plan**: Supports organizational change by informing employees about the change, addressing concerns, and building support. ## Types of Communication Plans Based on Scope: - **Strategic Communication Plan**: High-level overview of an organization's communication goals, target audiences, messaging, and channels. - **Tactical Communication Plan**: Detailed plan outlining specific actions, timelines, and responsibilities for implementing a communication campaign. ## Steps in Communication Planning: Communication Goals/Objectives: - **Clearly define what you want to achieve through communication.** ## Steps in Communication Planning: Target Audience: - **Determine who you want to reach with your communication effort.** ## Steps in Communication Planning: Audience Analysis - **Demographics**: Understand the age, gender, education, and other characteristics of your audience. - **Psychographics**: Identify their interests, values, beliefs, and lifestyles. ## Steps in Communication Planning: Develop key messages 1. Define your key messages 2. Identify your target audience 3. Develop a plan 4. Create compelling content 5. Promote your content 6. Measure your results ## Steps in Communication Planning: Choosing the Right communication Channels 1. Analyze your stakeholder's needs 2. Consider the message's urgency and importance 3. Choose the appropriate medium 4. Be flexible 5. Test the effectiveness of the channel ## Steps in Communication Planning: Create Communication Materials - **Content Development**: Develop content that is relevant, engaging, and aligned with your key messages. - **Design**: Ensure the design of your materials is visually appealing and aligns with your branding. ## Steps in Communication Planning: Implement the Communication Plan - **Timing**: Schedule your communication activities at optimal times. - **Distribution**: Distribute your materials through the chosen channels. ## Steps in Communication Planning: Monitoring - **Objective:** Track your progress toward achieving your communication goals - **Process:** Analyze how your communication activities are being executed - **Analysis:** Evaluate the effectiveness of your communication materials - **Measuring:** Use metrics to track the impact of your communication - **Evaluation:** Assess the overall success of your communication plan - **Review:** Regularly review your communication plan and make necessary adjustments ## Communication Planning - **Strategy** ## Communication Planning: Clear objectives **SMART** - **Specific:** Clearly define what you want to achieve - **Measurable:** Use metrics to track progress - **Attainable:** Set realistic and achievable goals - **Relevant:** Ensure your objectives align with your overall communication strategy - **Time-Bound:** Set deadlines and timelines for completing your objectives ## Target Audience Analysis - Location - Age - Gender - Occupation - Interests - Income Level - Values - Opinions ## Develop key messages - **Determine the core message or messages you want to deliver to your target audience.** - **Consider their needs, interests, and preferences.** ## Choosing the Right Communication Channels - **Customer** - **Process** - **Channel choice** - **Benefits multiple channels** - **Product purchased** ## Creating Compelling Content - **Relevance**: Ensure your content is relevant, engaging, and informative. - **Consistency**: Maintain a consistent tone, style, and branding across all channels. ## Timing and Frequency - **Optimal Timing**: Schedule your communication activities at times when your audience is most likely to be receptive. - **Frequency**: Determine the appropriate frequency of communication based on your goals and audience preferences. ## Effective Communication Plan - **Understand your target audience and tailor your message to their needs and interests.** - **Choose the right communication channels to reach your target audience effectively.** - **Develop high-quality content that is relevant, engaging, and informative.** - **Schedule your communication activities at optimal times and with the appropriate frequency.** - **Monitor your communication plan and make adjustments as needed.** ## Executive Summary - **A concise overview of the communication plan, including its purpose, objectives, and key strategies.** - **Its purpose is to give busy stakeholders, like executives, managers, or board members, quick insight into the main points and recommendations without reading the entire document.** - **The goal is to encapsulate the essence of the full report or document so that the reader can quickly grasp the critical points and implications.** ## Here’s what an effective executive summary typically includes: - **Purpose and Scope:** - A brief explanation of the document’s objectives and the scope of the analysis or research. - **Key Findings:** - A summary of the main findings or conclusions drawn from the data or analysis. - **Recommendations:** - Any suggested actions or decisions based on the findings. - **Implications:** - The potential impact or significance of the findings and recommendations. ## What to include in an Executive summary 1. **Background & Context:** Provide relevant context and history 2. **The current status or problem:** Clearly define the situation or challenge 3. **The next steps or solutions:** Present proposed actions or recommendations 4. **The recommendation:** Summary of key takeaways ## Executive Summary Elements - Introduction - Objectives or Purpose - Key Findings or Results - Recommendations or Action Items - Conclusions and Closing Remarks ## How to write an Executive Summary for a presentation 1. Keep the tone consistent: Maintain a professional and objective tone throughout the summary. 2. Focus on telling a story: Use a narrative approach to make the summary engaging and memorable. 3. Chop full sentences into bullet points: Break down complex information into concise and easy-to-read points. 4. Don’t go data galore: Avoid overwhelming the reader with too many numbers or statistics. ## Problem Statement - Clearly define the communication challenge or opportunity you’re addressing. - The problem statement in a communication plan is a clear, concise description of the issue or challenge that the communication efforts aim to address. ## Components of a problem statement - **Background Information:** Provide context about the situation or environment leading to the problem. This helps frame the problem within a broader context and makes understanding the issue’s significance. - **Description of the Problem:** Clearly define the specific problem or challenge. Focus on the issue, who is affected, and the nature of the problem. Avoid vague or overly broad descriptions. - **Impact of the Problem:** Explain the consequences or implications of the problem. This includes how it affects stakeholders, operations, or goals. - **Evidence or Data:** Include any relevant data or evidence supporting the problem’s existence and seriousness. This might involve statistics, case studies, or qualitative feedback. - **Need for Communication:** Justify why communication is necessary to address the problem. Outline how effective communication can help to mitigate or solve the issue. ## Objectives in a communication plan - **Objectives in a communication plan outline what the communication efforts aim to achieve.** - **Set specific, measurable, achievable, relevant, and time-bound (SMART) objectives.** - **Clearly defined objectives help guide the development of strategies, messages, and tactics and provide a basis for evaluating the success of the communication plan.** ## Writing Effective Communication Objectives - Identify the core purpose. - Define the desired outcome. - Determine measurement methods. - Set realistic goals. - Assign timeframes. ## Target audience - The target audience refers to the specific group of people or organizations that you want to reach with your communication efforts. - Understanding your target audience helps tailor your messages, select appropriate channels, and design strategies that effectively engage and influence them. ## Components of Identifying Target Audience | Segment | Description | |---|---| | Geographic Segments | - City - Region/State - Climate - Communities - Country - Rural, suburban or Urban | | Demographic Segments | - Age - Gender - Race - Language - Income - Education - Occupation | | Psychographic Segments | - Budget - Values and Beliefs - Pain Points - Attitudes - Social and Cultural Norms | | Behavior Segments | - Hobbies - Habits - Purchasing Styles - Social Media Practices - Tech Device Usage - Media Consumption | ## Key Messages - **Key messages in a communication plan are the core ideas or points you want to convey to your target audience.** - **These messages should be clear, consistent, and tailored to resonate with your audience segments' specific needs and preferences.** - **Effective key messages help ensure that your communication is impactful and that your audience understands and engages with your primary objectives.** - **Develop clear, concise messages that align with your objectives and resonate with your audience.** ## Crafting your key messages 1. Identify your target audience 2. Define your unique selling proposition 3. Keep it simple and memorable 4. Use storytelling to connect with your audience 5. Test and refine your messages ## Key messages - Step 1: Interview your prospects - Step 2: Organize the answers - Step 3: Write key messages ## Channels - **Video** - **Web** - **Chat** - **Phone** - **Mobile** - **Email** - **Social Media** - **Consumer** - **Survey** - **IVR** ## Creating a timeline for a communication plan - **Creating a timeline for a communication plan involves outlining the key activities, milestones, and deadlines necessary to execute the strategy effectively.** ## Calendar Timeline - **Sunday** - **Monday** - **Tuesday** - **Wednesday** - **Thursday** - **Friday** - **Saturday** ## Communication Plan Timeline - **Step 1:** Identify Your Audience - **Step 2:** Choose Right Communication Channel - **Step 3:** Plan and Develop Content - **Step 4:** Plan and Execute Communication Schedule - **Step 5:** Evaluation and Improve ## Budgeting for your communication plan - **Allocate resources for communication activities, including costs for advertising, materials, and personnel.** - **A well-defined budget is crucial for ensuring the success of your communication plan.** ## Evaluation Metrics - **Evaluation metrics are essential for assessing the effectiveness and impact of your communication plan.** - **They help measure whether the plan is meeting its objectives and provide insights into areas for improvement.** - **Metrics can vary based on the goals of the communication plan, the channels used, and the target audience.** ## Contingency Plan - **A contingency plan in a communication plan is a proactive strategy designed to address potential issues or crises during your communication efforts.** - **It outlines steps to manage unexpected situations, minimize adverse impacts, and ensure that communication objectives can still be met despite unforeseen challenges.** - **Addresses potential challenges or obstacles and outline strategies for responding to them.** ## Purpose of Contingency Plan - Better preparation - Quicker solution - To prevent panic - To minimize losses ## Steps to Develop a Contingency Plan 1. Develop your list of risks 2. Evaluate the risks according to severity and likelihood 3. Identify the most important ones 4. Contingency plan for major risks 5. Get approval 6. Share it with your team 7. Review it periodically ## Project Communication Plan Template | Component | Description | |---|---| | Project Name | This is a sample text. | | Start Date | This is a sample text. | | Completion Date | This is a sample text. | | Project Manager | This is a sample text. | | Project Objectives | This is a sample text. You simply add your own text and description here. This text is fully editable. | | Communication Goals | You simply add your own text here. You simply add your own text here. You simply add your own text here. | | Communication method | You simply add your own text here. You simply add your own text here. You simply add your own text here. | | Audience | You simply add your own text here. You simply add your own text here. You simply add your own text here. | | Frequency | You simply add your own text here. You simply add your own text here. You simply add your own text here. | | Owner | You simply add your own text here. You simply add your own text here. You simply add your own text here. | ## Communication Strategy - **A communication strategy is a carefully planned approach to delivering a message to a specific audience.** - **It outlines the goals, tactics, and channels used to achieve effective communication.** ## Components of a Communication Strategy: Audience - **Identification:** Who are you trying to reach? What are their needs, interests, and preferences? How do they consume information? ## Components of a Communication Strategy: Message - **What is the key message you want to convey?** - **How can you make it clear, concise, and compelling?** - **What are the supporting points or evidence?** ## Components of a Communication Strategy: Channel Selection - **Which channels will reach your target audience most effectively?** - **Consider factors like cost, reach, and audience preferences.** ## Components of a Communication Strategy: Timing and Frequency - **When is the best time to deliver your message?** - **How often should you communicate?** - **Consider factors like news cycles, events, and audience engagement.** ## Types of communication strategy - **Push vs. Pull Strategies** - **Internal vs. External Strategies** - **One-Way vs. Two-Way Strategies** - **Formal vs. Informal Strategies** - **Vertical vs. Horizontal Strategies** ## Push vs. Pull Strategies - **Push Strategy:** Actively promoting a message to the target audience through various channels - **Pull Strategy:** Creating a demand for a product or service through marketing efforts, encouraging the audience to seek out information. ## Push vs. Pull Strategies - **Push:** - Information: Blogs & Newsletters - Interactive features: Multimedia & Microsites - New Channels: Mobile - Communities: Forums - **Pull:** - Search: Search optimization - Advertising: Display Ads - Trade presence: Magazines - Communities: Social networking ## Internal vs. External communication - **Internal Communication:** Communicating with specific groups within your organization. - Intranet: Shared online platform within the organization. - Emails: Digital correspondence within the organization. - Meetings: Formal or informal gatherings for discussions. - Training: Educational programs for employees. - Newsletters: Regular publications with company updates. - Phone calls: Direct communication. - **External Communication:** Communicating with individuals or groups outside your organization. - Websites: Online platforms with information about the organization. - Social media: Platforms used for communication and engagement with broader audiences. - Flyers: Printed materials used for promotions or announcements. - Events: Organized gatherings for external audiences. - Photography: Visual content for promoting the organization. - Advertising: Paid campaigns to reach a wider audience. - News releases: Sharing information with the media. - Conferences: Formal events for sharing knowledge or promoting the organization. - Speaking engagements: Public presentations for external audiences. ## One-way vs. Two-way communication - **One-Way Communication**: A person sends a message to another and no questions, feedback, or interaction follow - **Two-Way Communication**: An exchange of thoughts and/or feelings, through which shared meaning often occurs. ## One-way vs. Two-way communication - **One-Way:** - Newsletters - Bulletin boards - School Handbooks - Progress notes - Report cards - **Two-Way:** - Surveys - Focus groups - Informal conversations - Progress reports with request for parent response ## Formal vs. Informal communication - **Formal communication**: Deals with the sharing of official information with others who need it. - **Informal communication**: Sharing of information with friends, peers which has no skeleton like formal communication. ## Formal vs. Informal Communication | Characteristic | Formal Communication | Informal Communication | |---|---|---| | Structure | Rigid | Flexible | | Flow | Follows vertical hierarchies | Flows freely between different levels | | Purpose | Emphasizes status and authority | Focuses on free exchange of information | | Documentation | Communication is always documented | Communication is rarely documented | | Planning | Planned and deliberate | Spontaneous | | Standards | Rule-based and adheres to standards | Free-flowing | | Orientation | Standards | Social orientation | | Focus | Task oriented | Standards | ## Vertical vs. Horizontal communication | Characteristic | Horizontal Communication | Vertical Communication | |---|---|---| | Points of Difference | Such communication flows between people at the same level. | Such communication flows between people of different levels. | | Definition | Such communication helps in coordination between various departments of an Organization. | It normally coordinates the activities of superior and subordinates. | | Coordination | Such communication helps in coordination between various departments of an Organization. | It normally coordinates the activities of superior and subordinates. | | Flow of communication | The communication flows here like a straight line. | It may flow as an upward or downward way. | | Methods | Oral communication is very suitable for such communication as sender and receiver belong to same level. | Such communication generally uses written procedures and methods | | Example | Communication between purchase and sales manager. | Communication between sales manager and sales executives or agents. | ## Strategic communication is used in various fields, including: - **Business:** Marketing, public relations, internal communications - **Government:** Public affairs, crisis communication, policy advocacy - **Non-profit organizations:** Fundraising, advocacy, community engagement - **Education:** Public relations, student recruitment, alumni relations ## Communication plan vs. communication strategy - **Communication plan:** Focuses on the tactical implementation of a communication strategy. Involves creating detailed plans, timelines, and budgets to ensure that communication activities are executed effectively. Deals with specific activities such as creating content, scheduling social media posts, or organizing events. - **Communication strategy:** Provides the overarching framework for communication efforts. Focuses on the “why” and “what” of communication. Involves setting goals, identifying the target audience, and developing a message. ## To summarize | Feature | Communication planning | Communication Strategy | |---|---|---| | Focus | Tactical implementation | Overall direction and goals | | Scope | Specific activities and timelines | Broader framework and objectives | | Level of Detail | Detailed plans and budgets | High-level overview | | Role | Executes the strategy | Defines the strategy | ## In essence - **Communication strategy is the blueprint, outlining the overall direction and goals.** - **Communication planning is the roadmap, detailing the specific steps and actions to achieve those goals.** The document describes the details of a communication planning class, including the course descriptions, class rules, course polices, and the difference between a communication plan and strategy. It also includes a lot of visual illustrations used in the class.

Comm 15 Midterm Lectures SY 2024-2025 PDF

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