ABSTRACT
This chapter examines six communication principles that are connected to each other in an integrated way. Together, they form a framework for thinking about strategic communication. This framework is called "The IMPACT Paradigm" because it provides us with a practical approach to communication that has the impact on listeners that we want. Use of the six basic principles of the IMPACT Paradigm can facilitate the process of engaging others and intentionally causing predetermined effects in their behaviors and cognitions. The basic principles of the IMPACT Paradigm are being applied in businesses, legal and medical practices, and academic settings. These concepts serve as the foundation for strategic communication. The six principles of the IMPACT Paradigm work together to clarify, guide, and facilitate our communication: Intending, Messaging, Presence, Attending, Connecting, and Together. We can significantly increase the effectiveness of our communication activities at work by combining all six principles of the IMPACT Paradigm.
