Chapter 7 Communication

March 31, 2009 whitneychilds

Communication is the third step in the public relations process, and it is the most visible of public relations work.The goals of the communication process are to inform, persuade, motivate or achieve mutual understanding.

To be an effective communicator, a person must have basic knowledge of: 1) what constitutes communication and how people receive messages and 2) how people process information and change their perceptions, and 3) what kinds of media and communication tools are most appropriate for a particular message.

A number of variables must be considered when planning a message on behalf of an employer or client. The communicator should ask whether the proposed message is 1)appropriate, 2)meaningful,3)memorable, 4)understandable, and 5)believable to the prospective recipient.

Five possible objectives for a communicator:

1)Message Exposure-PR personnel provide materials to the mass media and disseminate other messages through controlled media such as newsletters and brochures.

2)Accurate dissemination of the message-the basic information, often filtered by media gatekeepers, remains intact as it is transmitted through various media.

3)Acceptance of the message-Based on its view of reality, the audience not only retains the message, but accepts it as valid.

4)Attitude change-The audience not only believes the message, but makes a verbal or mental commitment to change behavior as a result of the message.

5)Change in overt behavior-Members of the audience actually change their current behavior or purchase the product and use it.

One key variable in the communication process is source credibility.

A few things to avoid when communicating are jargon, avoid cliches and hype words, euphemisms, and discriminatory language.

The Five-Stage Adoption Process: Awareness, Interest, Evaluation, Trial and Adoption

Five levels people approach innovation-Innovators, Early Adopters, Early Majority, Late Majority and Laggards


Entry Filed under: Chapter Summary

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