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.
Z Communication's Usage
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.
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.
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.