Chapter 7: Communication

2 04 2009

(Notes from Public Relations: Strategies and Tactics 9th Edition by Dennis L. Wilcox and Glen T. Cameron)
communicate2  To be an effective communicator, you must have the knowledge of:

   1.  what constitutes communication and how people receive messages

   2.  How people process information and change their perceptions

   3.  What kinds of media and communication tools are most appropriate for a particular message.


Five possible objectives for a communication:

  1. Message exposure
  2. Accurate dissemination of the message
  3. Acceptance of the message
  4. Attitude change
  5. change in overt behavior

Communication has five different elements:  

It has a sender, a message, a channel, receiver, and feedback.

Paying attention to the message:

•  Passive audiences:  These people listen because the communication is a diversion.  They must be attracted by photos and slogans.

•  Active audiences:  These are people who are already interested in what is being talked about and want to get involved.

“Audience understanding and comprehension also can be increased by applying some of the following concepts”:

  • Use symbols, acronyms, and slogans
  • Avoid jargon
  • Avoid cliches and hype words
  • Avoid euphemisms
  • Avoid discriminatory language

Remembering the message:

  • Repetition is necessary because all members of a target audience don’t see or hear the message at teh same time.
  • Repetition reminds the audience, so there is less chance of a failure to remember the message.
  • Repetition helps the audience remember the message itself.
  • Repetition can lead to improved learning and increase the chance of penetrating audience indifference or resistance.

Acting on the Message:

The Five-Stage Adoption Process:

  1. Awareness
  2. Interest
  3. Evaluation
  4. Trial
  5. Adoption



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