ABSTRACT
This chapter focuses on why the IMPACT paradigm works. It underscores how we, as strategic communicators, benefit from applying the paradigm principles. It looks at how the IMPACT Paradigm provides us with a framework of ideas, guides our actions, and supports a beneficial way of thinking about communication interactions. This paradigm organizes a framework of ideas about strategic communication. The conceptual framework promotes our understanding of the general viewpoints, beliefs, assumptions, and practices involved in communicating to achieve goals and outcomes. The chapter discusses how it benefits us to have a simple, whole, and practical framework that is easy to remember, easy to use, and applicable across communication situations. It analyses the IMPACT Paradigm to explore how the principles and practices of strategic communication relate to the larger purpose of achieving intended results. The IMPACT Paradigm supports a beneficial way of thinking about our communication interactions.
