ABSTRACT
This chapter presents the main components of the communications model. It describes the steps involved in developing a communications strategy. The communication process has been modelled in various ways depending on the reference discipline: Weaver and Shannon took a technical, mathematical approach, Lasswell formulated a persuasive political conception, and Jakobson used linguistics as a reference, while Gerbner adopted a sociological approach. In the public sector, determining specific target groups can be difficult where the communication concerns all citizens and residents of the territory in question. Designing a communications message often demands both creativity and precision. The chapter presents the concept of integrated communications, which stresses the need to ensure communication activities are consistent in form, content and timing. The concept of integrated communications – originating with Integrated Marketing Communications (IMC) – is progressively and systematically being applied by private companies. The integration of communications activities must form part of the whole communications process.
