Questions and Answers of Business Communication Process

Can you name five types of channels of communication?
How would you define your own leadership style? Do you have examples you can share with others on how you lead when called on?
Revisit the definition of strategic communication and then review the vignette at the beginning of the chapter. Match the different terms in the definition to the different entities in the vignette.
In this chapter you were introduced to different fields of practice. In which of these fields would you like to practice your strategic communication skills and why are you interested in those? Do
Find two celebrities from sports or entertainment; one whom you admire and one you are critical of. Write down what you like and dislike of them respectively and discuss the extent to which their
Reflect on the two communication theories presented in this chapter and write down which one best reflect your approach to communication and why.
Define strategic communication?
Several professional roles were identified in the chapter. Identify five and reflect on why you would like or not like to perform that role in strategic communication practice.
Review the list of soft skills and evaluate yourself on each on a scale of 1–10 where one represents Poor and 10 represents Outstanding. Then focus on the five soft skills you feel you are most
Make a list of professionals, professors, alumni, family members, friends and others you know who might become part of your network.
Design a strategy to use these people to help you network for a future position.
Write a short essay on what you would like your personal brand to be.
Review the section on vision statements and discuss the following:■ Which of the vision statements presented in the chapter, do you like best and why?■ Do you think length of the statement
Find three mission statements online and analyze if they provide direction and motivation and address stakeholders.
Analyze two mission statements to see if you can determine the value system that supports the vision and mission.
Think of a leader to whom you have reported or is reporting. How would you define this person’s leadership style and how does it affect your performance?
Find five different industries that have activist groups opposing them. What do the activists stand for and how do their actions affect the different industries?
Find an example of a current event and do a macro-level analysis of the different sectors that might have influenced the situation.
Identify the media you use and determine how you might be able to use them strategically in communication practice.
Identify an organization or institution you are familiar with and identify the kind or kinds of structure it uses. Describe the structural attributes you have identified.
Analyze your favorite brand at the hand of the reputational factors mentioned above.What do you most admire about it and are there areas that can be improved?
Develop your own code of ethics. Start by writing down ten things you value and how you want to act in your everyday life. Then share your code with your classmates and discuss differences you have
Why do you think that the public views advertising executives and PR practitioners as unethical? What would you do to change strategic communication’s image problem?
This chapter lists three broad areas of societal issues that are considered problematic for strategic communication, including offensive messages, stereotypical portrayals and advertising to
Develop a Corporate Social Responsibility campaign for a company that you work for or have worked for in the past. Explain how your CSR plan will benefit the reputation of the organization.
Review the ethical dilemmas in the chapter opener. How would you behave if you were put in those situations? Would you feel pressure to act unethically to make your agency more profitable or because
What are some research questions that might be important to strategic communicators?
What is the difference between primary and secondary data? When should you use one versus the other?
Think of a popular consumer brand that you like, what type of research would you do before developing a campaign for that brand? How would you conduct it? What type of questions would you want to
Explain the ROPE process. Why is it helpful to strategic communication?
How can strategic planning influence the daily operations of an agency or business?
What are the steps in communication planning?
What does SWOT stand for? Which SWOT elements consider factors internal to the organization and which elements look at external factors?
How does a SWOT analysis guide a communication strategy?
Why should objectives, strategies and tactics be cascading?
What are the elements of an objective?
Why should you include a rationale statement?
Can you explain some of the differences in the types of resources that are available in the strategic communicator’s toolbox (such as advertising vs. publicity)?
Complete the planning matrix for the doll company described in this chapter.
Define the concept of stakeholders. What is the difference between internal and external stakeholders? Publics, consumers and audiences are all stakeholders. How are they different from each other?
Big corporations, like Apple, have a variety of stakeholders. Can you identify their active stakeholders and passive stakeholders? Who are their key influencers?
Pretend you are working for a company that manufactures jeans and other denim clothing for teenage girls. The owner wants to expand the company’s business by marketing to other segments beyond
Explain in detail the consumer decision-making stages that you might go through when you are buying a new personal computer. Which brands would be in your evoked set? What kind of information search
Why is it important for strategic communication professionals to understand diverse stakeholder segments? Give an example of a brand that segments according to race.
How does a company’s core values play a role in its messaging strategy?
What does PR stand for? What category of media is PR typically associated with?
What is the difference between a news release and a media kit?
What are the 5 C’s of storytelling and why are they important to developing messaging?
What is the purpose of a creative brief?
What are the components of a print ad?
Can you explain how a news release works?
How did Domino’s capitalize on cities having poorly maintained roads as part of their message strategy?
.Make an hourly calendar of your daily media usage. Start when you wake up and log the media that you use throughout the day. If a CE wanted to reach you, which media would be most effective for them?
Think of a popular brand that uses the PESO model in an integrated way. Give examples of its paid, earned, shared and owned messaging.
What is third-party credibility? Why is it important to CEs? How is it achieved?
What brand messages have you shared on your social media recently? Why did you share? What about that brand or those messages made you share?
How much would it cost to run a 4×10 display ad in your local newspaper? Find out the column inch rate for the paper and calculate the cost of the ad.
If McDonald’s purchased 1,200 GRPs for a month-long television campaign and it reached 80% of the audience, what is the average frequency for the campaign?
What are the advantages and disadvantages of out-of-home advertising?
How has the rapid changes in technology had an impact on media and strategic communication?
What does PESO stand for? Why are the four categories useful?
What are media outlets associated with the term duopoly and why did they receive that identity?
What is retargeting? Explain its benefits.
What is SEO and how is it important to CEs?
How does content marketing complement brand journalism?
What is the difference between affiliate marketing and influencer marketing?
Based on the chapter and your own experience where do you see Artificial Intelligence, Augmented reality and the Internet of Things taking strategic communication in the near future?
Pretend that you are opening a new fast-food restaurant that specializes in gourmet hot dogs. What would your brand be called? What would the logo look like? How do you develop a brand identity? Why
What was the original purpose of a brand?
What are the functional and non-functional attributes of a Porsche? How are they different from a Corvette?
In the opening vignette you learned about how a nation can be a brand. What might the brand schema for the United States look like? Is it different for U.S. citizens? What about Mexican citizens’
What is brand loyalty? Why is it important to companies? What brands are you most loyal? Are there product categories where loyalty is stronger than for others?
Explain the various elements of a typical campaign plans book for a strategic communication campaign.
What makes a great campaign? How do you know?
Show how to develop a Gantt chart and a PERT chart.
Give an example of each of the various approaches to budgeting.
Why is it important to evaluate your campaign before, during and after it runs?
Explain why developing SMART objectives are critical to a successful campaign.
How do you know if your campaign was a success?
Why is it difficult to connect communication objectives to business results for your client?
Describe the elements of a brand and explain why brands are important.
Explain how to create a brand image through tangible and intangible attributes.
Using all the tips presented in this chapter, write your résumé. Aim it at a full-time job, part-time position, or internship that you researched online. Attach the job listing to your résumé.
What is the imperative mood, and why is it preferred over the indicative mood?
Can workers today be successful if their writing is and remains poor?What could be the career fallout for someone who is unwilling or unable to train to become a better communicator?
Explain how communication skills fuel career success, and understand why writing skills are vital in a digital, mobile, and social-mediadriven workplace.
What employability skills are Canadian employers looking for in an employee?
Sharing on various digital media impulsively can lead to embarrassment and worse. Have you or has someone you know ever regretted posting a comment, photo, or other digital media online? What
Identify the skills for success in the hyperconnected 21st-century workplace and competitive job market.
Why are critical thinking skills increasingly important in today’s workplace?
Some experts believe that although computer technology is improving our lives in many ways, it might be impairing our ability to think critically by putting answers at our fingertips.What do you
Describe significant trends and technologies in today’s dynamic work environment.
Critics complain that texting and instant messaging lead to textspeak, poor writing characterized by acronyms, abbreviations, and emoticons.Others have claimed that emoji help supply important
Some job candidates experience a disconnect between what they expect to be doing in their career fields and what they actually will do.In teams or as a class, discuss the accuracy of the following
Understand the nature of communication and its barriers.
What is the gig economy, and why are employers seeking agile workers?
Your company urgently needs a revenue-producing project.Should you submit a proposal that unrealistically suggests a short completion schedule to ensure that you get the job? Provide a rationale for
Examine critically the flow of communication in organizations, explain the importance of effective media choices, and understand how to overcome typical barriers to organizational communication.
Analyze ethics in the workplace, understand the goals of ethical business communicators, and choose the tools for doing the right thing.
Name and explain four barriers to communication. What other barriers have you experienced?

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