Strategic Communication

 


Strategic communication is a set of communication skills specifically designed for a professional setting to achieve a common goal. When hearing the term “strategic communication” you would automatically think of businessmen conducting business deals. They have to communicate in certain ways for any deal to go through. But strategic communication means effective ways to make sure that any message released dominates communication, has a context of credibility and best framing (Bennett 2016). Politics and politicians utilize this method of communication especially during election season. Both state and federal levels.

Strategic communication begins with managing the message. Managing involves developing and communicating a message to promote a campaign’s political goal to the audience (Bennett 2016). There are four working functions to message developing and communicating: (1) message shaping, (2) message salience, (3) message credibility, and (4) message framing. We will be focusing on two functions. Starting with Message credibility, which is the logic evidence on authoritative endorsement of a message (Bennett 2016). Credibility needs to be clean inorder to embody a simple message (Bennett 2016). When putting out statements, politicians must make sure the information entailed is supported by credible facts from reliable sources. The second function is message framing. Framing is the storyline (Bennett 2016). Every message must have a storyline behind it. Message framing distills large amounts of information into capsule summaries (Bennett 2016). Framing has components of mental activities: emotional, visual, and cognitive (Bennett 2016). Language has a major importance in connection to framing (Bennett 2016). One example is the phrase “I have a dream” by Dr. Martin Luther King Jr (Bennett 2016). Framing has the ability to inspire people through the context and message (Bennett 2016).

The current political information system during the 21st century utilizes this communication skill type effectively. The current system is able to advance to new heights by having teams and/or divisions conduct research and create messages important within the political climate. The politicians cannot do it all by themselves so those behind the scenes orestrate the narrative. The political communication system is powerful using strategic communication.

Bennett, Lance. “News: The Politics of Illusion - Four Information Biases That Matter An Overview.” Tenth Edition. The University of Chicago Press. Chicago and London. 2016.


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