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True strategic communication requires a combination of art and science. The definitions below explain how Z Communication applies our usage of "Connecting Expression with Impression." However, the scientific basis for such usage is drawn from the highly regarded Shannon & Weaver Model (1947) of effective communication.
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| Webster's Definition |
Z Communication's Usage |
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| Expression |
Expression (A Well-managed Message) |
| Putting into words, stating; esp. with eloquence; a look, intonation, etc. that conveys meaning. |
A precisely crafted statement designed to build a valued relationship with target audiences that is aligned with business objectives. |
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| Impression |
Impression (The Desired Perception) |
| To affect strongly the mind
or emotions of; to fix in
the memory; an imprint; an
effect produced on the mind.
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Target audiences interpret messages in a way
that accurately reflects their intended meaning.
The correct perception is achieved, which serves
to build goodwill and/or to elicit desired behavior.
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