Communication Strategy - The Content of Communication Strategy
6 important questions on Communication Strategy - The Content of Communication Strategy
What are the five message styles?
- Rational message style
- Symbolic association message style
- Emotional message style
- Generic message style
- Pre-emptive message style
Characteristics of a rational message style:
- Refers to concrete capabilities or resources of an organization
- Superiority claim based upon actual accomplishments or benefits of an organization
- Used when point of difference can not be readily matched by competitors
- Informational claim is made
Characteristics of a symbolic association:
- Psycological association through symbolic association
- Identifying a set of symbols and values that trough repeated linkage with the organization may come associated with that organization
- Best of homogeneus organizations where differences are difficult to develop
- (example --> ABN AMRO in the VOLVO Ocean Race)
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- Never study anything twice
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Characteristics of the emotional message style:
- Attemps to provoke involvement and positive reactions through a reference to positive emotions
- Only effective when values and emotions are authenticand relevant to stakeholders
- Content: Appeals to specific positive or negative emotions
- (Example --> Coca Cola)
Characteristics of a generic message style:
- Straight claim about industry or cause with no assertion or superiority
- Used when company has a monopoly or extreme dominance
- (Example --> Campbell's soup in USA their commercial is about soup in general, not about campbell's soup)
Characteristics of a pre-emptive message style:
- Generic claim with suggestion of superiority
- Allows company to take a position on an issue connected to that industry (percludes competitors from saying the same thing)
- Content: Claim of industry- wide leadership on a relevant issue
- (Example --> Philips: Sense and Simplicity)
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
