Strategy Contingency Model

SCM holds that effective communication strategy is contingent upon a set of

factors that needs to be assessed if communication is to be done intelligently.
The model maintains that there is no one right or best way to communicate in all
situations.
Primary Audience those wo make decisions or act on the basis of the
information in a essage.
Secondary Audience
PEST
SWOT
Allows for flexibility of rules
Multitude of ways in organising, leading, making decisions
Contingency variables to make decisions
Determining objectives
Analysing the context
Analysing the sender (credibility)
Crafting the message
Communications Outcome What should the audience think, feel or do?
4 key objectives
1)
2)
3)
4)

Relational - To build rapport, generate trust

Transformational - To inspire, challenge, lead
Informational - To explain, describe
Promotional - To sell, motivate

Organisational culture and context?

Geographical, Economy, Environmental, Technology, Political, Cultural.
Direct vs indirect approach
Mix of ethos, pathos and logos (Ethos: Personal character and credibility, Pathos:
Stories and vivid images (emotions) and logos (logical arguments).
aocheng@ntu.edu.sg
Catherine Cheng
Consultation hours Mon 9-11am
Thursday 9-11am
Friday