16 Oct

Chapter 7 Reading Notes

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

 The Goals of Communication

            The 3rd 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.


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