Body Language

       In the Ted Talk Video by Amy Cuddy “Your Body Language May Shape Who You Are,” she emphasizes how certain body positions can ultimately portray an individual and his or her characteristics. Also, it can determine how an individual’s life unfolds. Certain gestures of a handshake or lack of a handshake can determine an individual’s outwardly perception by people. Particular body positions or gestures can cause a decision on who is hired or promoted or who someone decides to ask out on a date. Furthermore, the video explains how a thirty second soundless video of a patient and physician interaction can greatly determine whether or not that physician is sued for malpractice. And, it does not even necessarily determine the physician’s competence. Also, just a one second of judgment of a political candidates’ face can predict seventy percent of the Senate and Gubernatorial race outcomes. These various examples of nonverbal expression show the importance of presenting oneself correctly and appropriately in certain circumstances and conditions. It is imperative that one conduct themselves accordingly to gain or achieve a desired outcome or emotion from an event, individual, or group.

       In addition to these examples of nonverbal expression, there are nonverbal expressions of power and dominance as well. By expanding, making oneself big, or stretching out, this can express a sense of power and dominance. Humans are not the only ones that exhibit this behavior. Members of the animal kingdom use this action to portray the feeling of power and dominance as well. A common example used by humans would be the opening of arms when crossing a finish line. In a study conducted of members with sight and some who are blind, both individuals showed the opening of the arms and chest to exhibit pride, dominance, and power. When feeling powerless, the opposite occurs. Individuals close themselves up and express a feeling or sense of power loss. Also, the holding of the neck exemplifies a sense of powerlessness. When humans interact, they tend to mirror the opposite effect. If one shows power, the other shows a sense of powerlessness.

       Moreover, graduate school MBA candidates have to keep this aspect in mind. Amy Cuddy emphasizes the importance and usage of nonverbal expressions. During these MBA classes, participation counts as half of the grade. Therefore, it is imperative that a classmate participate productively and effectively. Amy talks about how oftentimes women portray a sense of powerlessness amongst the group. They feel overpowered by the men, therefore, they close themselves off. This action needs to be avoided at all costs. In the business world and in the field of strategic communication, it is very important to take notice and use correct body language. This could serve as an overall deciding factor in the success or achievement one is looking to accomplish. 

       Furthermore, it is noted that our nonverbal language governs how people think and feel about us. This is very true in many circumstances. Even though someone might not be trying to express a certain attitude, emotion, or feeling, improper use of body language can ultimately cause the wrong idea, emotion, or thoughts about someone. Also, it is discussed that our minds change our bodies. This is very true, however, professionals should learn to avoid this behavior. In times of crisis, leaders should learn how to avoid showing signs of uncertainty, weakness, or hopelessness. This will lead to a chain reaction of emotions throughout the organization.

       Through the use of the above examples of nonverbal communication and their importance, one needs to adhere to a phrase used in the Ted Talk video by Amy Cuddy. "Do not fake it 'til you make, fake it until you become it." Through the use of effective nonverbal communication, an individual can gain particular advances. Correct nonverbal communication is a very important tool for strategic communication professionals to get ahead in their overall objective and professions. Knowing how to use body language correctly and appropriately can be a large factor in achieving an overall objective or avoiding negative occurrences.

        In addition to Amy Cuddy's talk, other professionals have identified correct ways to use or judge body language effectively and in a gainful manner. According to a New York Post article, there are many indicators which could help assist strategic communication professionals and others in gainful ways. Knowing how to recognize certain signs and indicators of others could assist in responding appropriately to other individuals. For example, recognizing a head tilt in a job interview is a very important sign to notice. This would indicate that the boss is showing interest. Eyes are an important factor to notice as well. If someone was asking a person a question, you might assume that they do not want to do what is asked. If the other person rub's their eyes when asked, then that action will indicate an underlying issue. Mouth movements are important as well. Biting of the lips can indicate someone is stressed. For the dating world, lips are an important sign to watch. When someone is close to another they like, blood rushes to the lips and gives them a puffy appearance. And, don't forget about the neck either. If someone is touching the neck, it can show that the person feels threatened. This action can be traced back to times of early man. When man would fear large felines attacking, they would cover that area to protect the vulnerable area. Shoulder action serves as a common indicator as well. When shoulders rise, it shows a sign of insecurity. Watch the arms as well. Arms crossed around the belly indicate dislike, and someone is able to get a better feeling of how someone feels about them. If you want to know if someone is guilty of stealing something, look at the chest. If a person thrusts the palm of their hand toward the chest with the fingers spread, then that will show a sign of honesty. Therefore, that person is the one that is not guilty. Individuals need to work on their handshake as well. A firm handshake is not the only important thing in a job interview. If thumbs are hidden, it portrays a lack of confidence. Towered fingers exhibit a high level of sureness. The action of legs is an important act to watch for as well. How a person positions their legs when sitting next to someone they do not like, the legs are moved away. Couples that are displeased with one another will hold hands, however, they will not allow their legs to touch. Don't forget about feet action either. When someone's feet are turned toward the door at a party, it will indicate that the person is ready to leave or wants to get out soon.

       Through the use of effective body language and notification of other's as well, individuals and strategic communication professionals can achieve gains in life and in the desired outcome pursued. Body language notification and usage is important to use in everyday situations and in the professional world, and it should remain an important aspect of all individuals. 

 

Kaplan, Michael.”Body Language Expert Shows What Signs To Watch Out For.” New York Post, 22 August 2018, https://nypost.com/2018/08/22/body-language-expert-shares-what-signs-to-watch-out-for/

How to Evaluate Strategic Communication Campaigns

       Strategic communication campaigns can be evaluated in many ways, and this is something that can be covered by quantitative rulers. Quantitative rulers are such things as surveys and questionnaires and qualitative rulers are things like interviews and focus groups. Through the use of  both of these tools, strategic communication campaigns can be conducted and evaluated thoroughly.
       In communication terms, evaluation is the systematic application of research processes and procedures to understand the conceptualization, design, implementation, and utility of interventions. This is also known here as communication campaigns. Evaluation research determines whether or not a program was effective, how it failed or how it achieved its desired objective, and the efficiency in which it achieved the desired objective. Evaluation adds to the knowledge base of how programs touch and influence their desired audiences so that researchers can learn lessons from these experiences and design more effective programs for future use. Instead of evaluating staff performances, evaluation is designed to identify sources or possible sources of implementation errors. Furthermore, it looks to find out if and how the program succeeded. Therefore, corrections can be conducted for current and future programming objectives. As a specialty field, empirical work on evaluation has grown over the past several decades. Today, evaluation is seen as a distinct research enterprise.
       In further explanation of the research enterprise, it is composed of three major debates. One debate involves the use of quantitative against qualitative methods. The balance of emphasis between these two particular methods should be geared towards their ability to answer the research questions being presented and the availability of data. In order to evaluate an intervention effectively, evaluators might seek to use both quantitative and qualitative measures. The research results from one will ultimately aid in supplementing the results of the other. A second debate involves the determination that non - experimental designs can appropriately control for selectivity and other areas involved in the public communication process. With the appropriate theoretical and procedural components, researchers can use virtual experimental designs for campaign evaluation. A third debate involves the advantages and disadvantages of internal against external factors. Oftentimes, external factors often have more justification. However, they are commonly less informed than internal evaluators involving aspects of the campaign's implementation that could influence its effectiveness.
       Furthermore, evaluation research plays three roles in any communications campaign. It improves the likelihood of achieving program success and by pushing campaign programmers to determine exactly in advance the goals and objectives of the campaign and the speculative or causal relations leading to those desired objectives. Once the campaign goals are determined, it becomes possible to develop programs to meet these objectives and develop ways to measure them. The first function of an evaluation is to determine the expected impacts and outcomes the program will provide. For instance, a campaign could be designed to increase awareness of the dangers of substance abuse. Therefore, the evaluation proposal should show the percentage increase expected in this raised awareness. The second function of a campaign evaluation is to assist planners and scholars in understanding how or why a campaign was successful or failed. Being able to determine how or why this program did not meet its desired objective through causal, academic, or implementation errors, will further increase the probability of successes that can be repeated and further failures are avoided in future behavioral promotion programs.
       Unfortunately however, there are multiple barriers that exist to complicate rigorous evaluation. One of these barriers is the estimated cost of the evaluation. Many programmers argue that money used on evaluation research should not be taken from program activities. This argument takes away from the desired objective that evaluation should be a key element in any program. Research costs should normally range from 10% - 15% of the project's total budget. These costs have very effective rates of return and improve implementation and provide a basis for explaining and understanding the results. There is another barrier that exists as well, and this second barrier involves the perception that research involves too much time. To lessen this problem, evaluation research should be available before, during, and immediately following program completion. Also, many argue that evaluation takes away from program implementation. Evaluations should not take away from programs, but they should be involved as an integral part and complement the program. It is definitely noted that planning and implementing a thorough evaluation outlines the timing and objectives of various program components like when to start the program launch and broadcasts, and finding how to organize supplementary activities to maximize exposure and impact.
       Moreover, evaluation research is often conducted in three distinct phases. The first step in the evaluation process is to identify and assess the necessities that cause the desire for a communication campaign. The relevant communities involved could be the overall determining factor of this desire. Once these needs have been identified, formative research can be conducted to more accurately understand the subject of the program. Then, process research can be used. This research involves those activities used to conduct the measurement of the degree of program implementation to determine whether the program met its desired objective. Following process research, summative research is conducted. This consists of activities used to measure the program's impact, lessons learned from the research, and to evaluate research discoveries.
       In addition to evaluation research, monitoring campaign exposure is an effective way of measuring campaign success. This is accomplished by measuring the degree to which audience members have access to, recall, or recognize the intervention.
        Along with campaign exposure, interpersonal communication is an important factor in measuring the success of a campaign. Public communication campaigns need to be able to achieve this desired objective. Oftentimes, communication campaigns purposely cause this act. The impact of the media produced communication will not be seen until the information permeates through interpersonal networks and individuals have time to share their attitudes, experiences, and opinions with one another.
       Due to the above information of the components and measuring tools for campaign evaluations, it further expresses how professionals are able to measure the effectiveness and impact of strategic communication campaigns. In addition, the writing further explains the use of quantitative rulers used to achieve the desired objective. With the use of the above listed tools and information, strategic communication professionals can accurately and effectively measure the impact of strategic communication campaigns.
      
      
Potter, Les. " The Strategic Communication Plan: An Overview." IABC, 1 March 2012, https://www.iabc.com/the-strategic-communication-plan/.

Leadership, Social Media, and Crisis Management

       During a crisis, the correct leadership is vital in the overall outcome. Applying the correct leadership tactics is a major factor in the determination of what will later occur. In the past, appropriate leadership roles and strategies have been the main deciding aspect in the overall outcome of a crisis. One of the leadership strategies is the correct use of social media. The appropriate use of this tool has enabled leaders to guide an organization through times of crisis and create a more positive outcome for the organization. 
       One example of the use of social media, appropriate leadership, and responding to a crisis was the 2009 H1N1 flu epidemic. In mid - April 2009, a new strain of influenza was found in a 10 year old patient in California. This new strain of influenza originally emerged in Mexico and began to spread swiftly throughout the United States. By the end of April, the Centers for Disease Control and Prevention, also known as the CDC, was certain that a national public health crisis was forming. As the H1N1 epidemic began to rise, the CDC activated the Emergency Operation Center and the Joint Information Center. During national health emergencies, these centers serve as the operational basis for CDC strategic communication. The CDC's years of practicing strategic planning and emergency exercises for preparation of a global influenza pandemic were paying off. However, there was one aspect of the epidemic that the CDC could not have predicted. This major public health event would operate in an active online communication environment.
       Around the time of the 2009 H1N1 outbreak, such communication channels as Twitter were on the rise as a target online medium for exchanging news and information. Other communication channels like Facebook had over 200 million users, and YouTube had an estimated 100 million viewers. It was estimated that approximately 76.8 percent of U.S. Internet users were online video users. Due to the 2011 demographical data that YouTube users were females in ages ranging from 25 - 54, the online video sharing method served as a perfect way to target caregivers of both small children and the elderly. These two populations served as the most highly at risk area for problems or complications from the H1N1 virus. This further confirmed the importance of social media during disasters and emergencies. According to a study performed by the American Red Cross in 2010, 82 percent of participants use social media weekly and almost half of the respondents use it daily. However, only 1 out 6 use social media to gain information regarding disasters or emergencies. But, almost half indicated that they would share disaster or emergency information using social media methods.
       Because of the quickly expanding popularity of these online communication methods, social media professionals at the CDC were lead into the 2009 H1N1 response to form a communication strategy for social media methods that would align with traditional media strategies. Even though the social media agenda would involve a large presence on Facebook and Twitter, YouTube was earlier used in the response by the CDC to provide timely, accurate, and credible health messages by social media. The viewing of 2.1 million users of the 2009 H1N1 videos released by the CDC further confirms the participation on YouTube.
        Along with the appropriate use of social media to manage crisis, even the best crisis PR plans need to be evaluated and analyzed to ensure it represents the current, up - to - date, and certain crisis it needs to handle. When attempting to accomplish this task, public relations professionals should decide on their stance based on the brand's look on the issue and by the public's response. At this moment is where social media plays an active role by allowing brands immediate access to invaluable feedback across Twitter, Facebook, Instagram, and other social mediums. Public relations professionals have to decide what media strategies should be implemented to ensure that they are ready if and when a brand needs to manage a crisis.
      In order to manage a crisis effectively, public relations professionals need to know how to use social media appropriately to improve crisis communications. Public relations professionals need to learn to listen on social media, distinguish messages, and quickly address concerns. Using these three methods will further enable public relations or strategic communication professionals to respond appropriately to a specific crisis.
       By listening on social media, experts primarily focus on the "speaking" portion of social media management. This involves creating, searching for, and posting new content. But, many brands do not realize that it is just as important to concentrate on moderating and listening on social media accounts. When companies analyze their social media target, they should study the people's response as well. There are many forms of publicity, however, not all of it is good publicity. The people's responses should be monitored in both good and bad times, and it is equally important to know how people feel about the company and where sentiments lie. This should be known before engaging into an emergency. One of the ways companies listen is by using community managers that monitor conversations about the company. By tracking and listening, community managers are able to focus on what consumers are saying about the company. This will further allow managers to respond appropriately to a crisis when it arises.
       In addition to listening on social media, professionals should learn to distinguish messages. Just like some companies brand their company to different demographics in various ways, companies should construct different messages for the different groups of people responding to and affected by the crisis. This will further ensure all messages and clear and work together without causing confusion.
       Moreover, professionals should learn to address concerns quickly. By staying one step ahead of a upcoming problem, community managers can further prevent a crisis from spinning out of control or from occurring in the first place. The key is solving the problem before it actually occurs. If an angry individual resorts to showing negative feelings to a larger audience, it is better to have a plan in place beforehand. Solving problems quickly can increase the odds of keeping it quiet and not spiraling out of control.
       By using effective, efficient, and appropriate leadership, social media, and crisis management tactics, companies can further avoid catastrophic outcomes from a crisis. The proper use of these tools will allow organizations to stay afloat when a crisis occurs and dramatically reduce negative impacts from crisis occurrences.
       


Torrosian, Ronn. "How To Use Social Media To Improve Crisis Communications." Forbes, September 9, 2016, https://www.forbes.com/sites/forbesagencycouncil/2016/09/09/how-to-use-social-media-to-improve-crisis-communications/#7244b5e2f169.