Within the 3 I's approach, the concept most associated with 'It's Not What You Say, It's How You Say It!' is which?

• A. Impression
• B. Integrity
• C. Image
• D. Reputation

Answer: (C)

The idea being tested is how how you deliver a message shapes how others perceive you. When you hear “It’s not what you say, it’s how you say it,” think about delivery—tone, clarity, confidence, and nonverbal cues—and how these affect the audience’s view of you. In risk communication, that overall perception is your image: the lasting impression people have of you and your organization based on both what you say and how you present it.

Impression refers to the immediate reaction to a single message, which is part of the process but doesn’t capture the sustained perception over time. Integrity focuses on honesty and ethics, which are crucial but not about the delivery style itself. Image, by contrast, encapsulates the broader, ongoing perception shaped by how you communicate, making it the best fit for the statement.