ABSTRACT
This chapter presents the main components of the communications model and describes the steps involved in developing a communications strategy. A communications strategy has four main steps: defining the general framework, identifying the target audience, designing the message and identifying the medium to be used and launching the communications campaign. The chapter explores the concept of integrated communications, which stresses the need to ensure that communications activities are consistent in form, content and timing. Communication is a process that can be simple or complex, intentional or unintentional. A newspaper advertisement is an intentional form of communication, while style of dress, body language, remarks made in a corridor or in the cafeteria may all be elements of unintentional, or at least unplanned, communication. Communication occurs in a context, that is, at a given moment, in a given place and in relation to a given situation.
