Have More Than One Weapon in Your Arsenal
Term: Have More Than One Weapon in Your Arsenal | Book: Lipstick on a Pig (the no-spin era): book profile and conceptual summary
Definition and main idea
The title of the third chapter suggests that relying on a single tactic or medium is not enough for every situation; but the underlying summary gave no detailed account of this chapter’s examples and rules.
Explanation and elaboration
As a practical framework, a communication team can consider options such as a direct response to a reporter, a website and checkable documents, a public meeting, internal communication, a visual explainer, social networks, or direct contact with the target group. The choice should be based on the goal, the audience, urgency, the complexity of the message and the level of trust in the channel. This part is a practical elaboration of the chapter title, not a confirmed retelling of the author’s own examples.
Notes and limits of interpretation
Source versus analysis
The chapter title alone is not enough to reconstruct the full argument. To attribute detailed claims to Clarke, the text of the chapter has to be examined.
Relations to other concepts
Review questions
- What communication problem does this principle solve?
- Is the message consistent with the reality of the organisation’s performance?
- What exactly should the audience know, understand or do?
- What evidence exists to evaluate the result?