Communication

Chapter 7 Reading Notes

Public Relations Strategies and Tectics-9^th Edition- Wilcox, D & Cameron, G.

 The Goals of Communication

            The 3^rd step in the public relations process, after research and planning, is communication.

            Implementing the plan- communication is the implementation of a decision, the process and the means by which objectives are achieved.

To be an effective communicator, a person must have basic knowledge of 1. What constitutes communication and how people receive messages, 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 Public Relations Perspective

                        Makes sure messages are 1. Appropriate, 2. Meaningful, 3. Memorable, 4. Understandable, and 5. Believable to the prospective recipient.

            5 possible objectives for a communicator:

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

Receiving the Message

            5 Communication Elements

                        Sender/source (encoder), a message, a channel, a receiver (decoder), and feedback from the receiver.

Understanding the Message

            Effective Use of Language

            Writing for Clarity

1. Use symbols, acronyms, and slogans 2.Avoid jargon 3. Avoid clichés and hype words. 4. Avoid euphemisms 5. Avoid discriminatory language.

Believing the message, remembering the message, and acting on the message.

            The five-stage adoption process

1. Awareness, 2. Interest, 3. Evaluation, 4. Trail, 5. Adoption.

Factors of adoption process

1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability

The Time Factor

            Innovators, early adopters, early majority, late majority, and laggards.

                        Laggards- the last group to adopt a new idea or product

How Decisions are influenced

            Awareness stage, interest stage, and evaluation, trail, and adoption stages.

Creating News Features and Op-Ed.

Chapter 7 Reading Nots

Text: Public Relations Writing and Media Techniques- 6^th Edition- Wilcox, D.

The Value of Features

       The feature story, in contrast to the basic news release, can provide additional background information, generate human interest, and create understanding in a more imaginative way.

        “Soft” news

1.  Provide more information to the consumer 2. Give background and context about organizations 3. Provide behind-the-scenes perspective 4. Give a human dimension 5. Generate publicity from standard products and services.

Planning

       Get the idea

       Proposal

              Includes: tentative title, subject and theme, significance, major points, and description of photos and graphics available.

Types of Features

       Case Study, Application Story, Research Study, Backgrounder, Personality Profile, and Historical Piece.

Parts of a Feature

       The Headline, the lead, the body, the summary, photos and graphics.

Placement Opportunities

       In newspapers, general magazines, specialty/trade magazine, and internal publications.

Writing an Op-Ed

       Op-Ed means “opposite the editorial page”. The purpose of op-ed articles is to present a variety of views on current news events, governmental policies, pending legislation, and social issues.