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Corp comm- UNIT 1 obj 3 (Message styles - the way to communicate themed…

- - - - = Superiority claim about products/ achievements based on actual accomplishments or delivered benefits (e.g resources) by org
      - Content -
        
        Argumentative, rational, informational
        
        Identify NB difference, then develop a claim that competitors cannot make, then support it with info as the grounds for the claim.
      - Conditions:
        ~ Use when there is a distinctive advantage in its capabilities, size or resources. If advantage can be easily matched - use other message style.
        ~ E.g not for CSR messages - can be easily matched & is not always socially acceptable.
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  - - - = To develop image for org & to differentiate org psychologically from its competitors through symbolic association.
      - Content-
        
        Transformational- associates org with shared experiences which would not otherwise have been associated with org
        
        Identify a set of general (culturally shared & recognized) symbols and values that the org can become associated with- communicate this linkage repeatedly eg through sponsorship or corporate value statement)
      - Conditions:
        For homogeneous orgs where differences are difficult to develop or message areas such as CSR.
    - - = Attempts to provoke involvement & positive reactions through a reference to positive & negative emotions.
      - Content-
        
        Appeals to specific positive or negative emotions (e.g romance, excitement, joy, fear, guilt, regret)
      - Conditions:
        
        Emotions must be seen as authentic
        
        Emotions must be relevant to stakeholders
  - - - = Straight claim about industry or cause with no assertion of superiority
      - Content-
        
        General claim (stimulate demand for product category or raise awareness of cause)
      - Conditions: Monopoly or extreme dominance of industry
    - - = Also generic claim as above- but with suggestion of superiority
      - Content-
        
        Claim of industry-wide leadership on a relevant issue or capability.
      - Conditions:
        
        Changing industry allowing a company to take a position on an issue connected to that industry.