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PUBLIC & MASS
Template
COMMUNICATION
NAMES : BETANIA CHITA
EARL DARIEN
MARITSKA AYU SANDANI
MITHA R.
REANIE DEVI
WHAT IS PUBLIC & MASS
COMMUNICATION?
 Public & Mass Communication can be contransted with intrapersonal or interpersonal communication
 Different with the more private and personal forms of communication, public & mass communication
refer to the situations in which message are created and disseminated to a relatively LARGE NUMBER of
RECEIVERS in a setting that is relatively IMPERSONAL
 Example :
Public comm : public debates,public speaking
Mass comm : newspaper, television
Public & Mass Communication situations tend to be
characteristic by :
1. Audiences
: a large number of people are involved in the event so much, so the communicator tends to think of intended
receivers in aggregate terms as an audience rather than as individuals.
2. Impersonality : the source often does not know all participants personally and the number of people who involved make it
difficult for communicator to send "personalized" message.
3. Planned &
Predictable
4. Source
Control
: the communication process is planned,predictable,and formalized. The physical setting in which the event takes
place may be arranged in a particular way and may follow a predetermined agenda.
: the source has disproportionate control over determining what messages are created and disseminated.
5. Limited
Interactivity : audience members have limited means of reacting to the source on the messages.
6. Source
Centrality
: the source has easy and direct access to all receivers but receivers may not have the same access to one another.
Traditionally, when characterizing "mass" communication situations, one additional condition is present :
Mass media are involved. Traditional mass media are radio,television,film. Newer media such as the
internet,broadcast e-mail,electronic bulletin boards, and "mass fax" also fit the definition of mass
media.
The Role Of Public And Mass Communication
Public Communications: Definition
Public communications denotes communications between persons as equals. It is the receipt and exchange of
messages, ideas and opinions. Means of public communications evolved over time with the development of
technology and mediums of communications. Likewise, public opinions, policies and ideas evolved as society's
attitudes and opinions changed. However, the exchange or transaction of ideas remains constant. People respond
and react within public groups, thereby contributing to and shaping public discourse.
Mass Communications: Definition
Mass communications is the broadcast of an unanswerable voice to a large audience. In contrast to public
communications, mass communications does not involve an exchange of ideas, but is, rather, the delivery and
receipt of a mass message or messages. The inhabitants of a mass society may dissent or disagree with the mass
message transmitted, but there is still uniformity and universality of the message.
4 Function of Mass Communication
News and Information
Discussion of Opinions
Cultural Transmission
Entertainment
News and Information
While websites such as Facebook and Twitter are known as "social networking"
platforms, they are also important outlets in disseminating news and factual information to wide
audiences.
Small businesses can take advantage of this by using the services of television news
networks, newspapers and blogs to reach a large audience of interested and engaged readers.
Jessica O. Matthews and Julia Silverman started their portable generator company from
a dorm room. They were featured on CNN Money's entrepreneurs blog and have been able to
increase website traffic and marketing inquiries significantly.
Small businesses can also release "breaking" news stories directly to their fans through
status updates, photo posts and messages. This function of mass communication is important in
developing a sense of community for your business. Customers feel connected and informed by
using online mass communication tools.
Discussion of Opinions
Besides providing factual information about a business' products and services, mass
communication tools also allow your small business to shape the opinions of consumers.
Social media users are able to easily and quickly post their responses regarding their
experience with your business. There is a risk attached to this ease of use, as opinions can
become marred by a bad experience with your company.
Business owners can capitalize on this, however, by getting directly involved in the
debate. Mass communication is about combining marketing with know-how; when you share
your opinion-oriented business messages or respond to negative feedback, customers are
exposed to different viewpoints and keen to consider your products after all.
Cultural Transmission
Mass communications are also important for a sense of culture and community.
People who keep engaged in social networking sites, blogs and online forums are developing
relationships in ways that weren't possible even 10 years ago.
Small businesses are a driving factor in this cultural transmission. It is now easy to
speak to people hundreds of miles away, thus creating a "global" small business.
No longer does your client base need to be restricted to a radius near a physical
location. Small businesses can connect with, sell to and deliver products and services to
people around the world.
Businesses that offer intangible services like life coaching, branding and consulting are
well-suited to take advantage of this virtual space. Mass communications function to keep
diverse communities and businesses virtually connected even when they are physically far
apart.
Entertainment
While social networking is a proving to be an excellent source of business, the
entertainment function of these forms of mass communication are arguably just as
important.
YouTube, Vimeo and Twitter provide a form of relaxation and escapism from an
otherwise demanding world. Music videos and TV shows are instantly available to users all
across the world and people are able to participate directly within the media by posting their
own videos, art and other creative works.
All this adds up to the entertainment value of mass communications refusing to be
overlooked. Small businesses can take this opportunity to further their essentially free access
to marketing. There is no need for your business to have a large advertising budget now, as
you can simply and rather inexpensively create and post electronic commercials and virtual
billboards that have the potential to reach thousands of potential customers.
Functions of Public Communication
Public Image Strategy
Public relations strategists will work with top executives in the organization to craft an overview of how the
company wants to be perceived, and how it is going to project a positive image. This can involve focusing in on
exactly the right message, and then deciding on the broad outlines of a campaign to disseminate that message.
Outreach Events
Public relations professionals often arrange events to raise the profile of the organization or lend its brand and
name to a charitable event that represents the philosophy of the company. Think of a corporation sponsoring a
Special Olympics event, or a hospital organizing a health outreach day in its town.
Media Relations
Talking with the media is a core function of public relations departments. Public relations professionals field
questions from reporters, arrange for interviews with key individuals in the organization and write press releases to
make the media aware of company events or achievements.
Functions of Public Communication
Social Media
One emerging function of public relations is to maximize an organization’s positive use of social
media to build its image. Managing a Twitter feed, a Facebook page and a YouTube channel are all
vital ways to connect with possible new customers or stakeholders. Monitoring public comment
about the organization on the Internet can also give PR professionals early warning of any
emerging trends or problems.
Handling Emergencies
Sometimes a company or organization is struck by a disastrous event that ruins its public image.
This might be an oil company that has to deal with a high profile spill, or a food company that has
a contamination event. Public relations professionals decide how the organization will repair the
damage to its image, communicate how it is dealing with the problem and regain control of its
message.
Understanding Public Communication
Audience
Analysis and
Adaptation
The Speech
Developing a
Purpose and a
Thesis
The
Presentation
Making an
Argument
Visual Aids
Use of
Evidence
The Speech
Preparing for a speech falls into four general categories :
1. Preparing to create the speech.
This step involves:
- discovering ideas ad evidence
- gathering and organizing information
- assesing the audiences
- analyzing and focusing the topic
- developing a thesis
- reaching conclusions
2. Drafting the speech
3. Revising
4. Editing
Audience Analysis and Adaptation
Effective public comm always involved consideration of the audience. The
most basic that is necessary to find our about an audience is dhemograpic. Some
dhemograpic features that may be important in planning a public presentation include
age, gender, rave, ethnicity, religion, sicioeconomc status, educational level, sexual
orientation, and gheograpical location.
A good speech is adapted to a particular audience to the degree that the
speaker would have to change it for another audience. If a speaker can deliver a
speech to another audience without making any changes, the speech is not specific
enough for the intended audience.
The Presentation
Preparing the presentation consist of the following four stages:
1. The first and most important activity is preparing the speech, as described.
2. Rehearsal
3. Advanced preparation includes developing flexible presentation strategies
(such as changes in the lenght of the presentation or additional gestures) that can be
used as necessary to react to feedback from the audience.
4. Other presentation elements such as clothing need to be attanded to before a
public comm event.
Making an Argument
:.
There are two
general approaches
to making an
argument
Reasoned
appeals which
produce
conviction
Emotional
appeals which
produce belief
Making an Argument
There are many techniques that are used in efforts to persuade audiences, for
example:
• using repetition
• purposely omitting relevant information
• using emotional, connotative language
• using emotional appeals such as guilt, fear, love and so on
• creating cognitive dissonance by presenting inconsistent ideas
• arguing from ethis or the sourche's credibility
• appealing to cultural values
• using content appeals based on reasoning and evidence
Use of Evidence
Evidence to support an argument consist of :
• A series or reasons
• Facts
• Details
• Examples
• References
• and Quatations.
Developing a Purpose and a Thesis
One of the ways in which public communicators clarify the purpose for their
speeches is trough the development of a thesis. Thesis is a specific statement of
purpose.
Effective theses are:
1. Restricted
2. Unified
3. Precise
Visual Aids
There are four types of visual aids that help public comm convey their message to large audience :
1. The actual object being talk about
2. A model of the object
3. Mediated object
4. Mediated models
Visual aids fuction to add interest to a presentation by giving te audience somthing to examine.
These are several guidlines for preparing effective visual aids:
make them visible
make them simple
make them complete
make them appropriate
make them communicative
make them relevant
Communication Apprehension
The normal range of communication apprehension can be controlled by deeral
techniques:
• attitude
• experience
• preparation
• gesture
Rememering that most physiological reaction are not perceived by the audience
talking to the audience as individuals, not just a group
recognizing that audience members are friendly and what the speaker to succed
Understanding Mass Communication
Mass communication is extension of public communication. Particulary where
traditional mass media are involved, the informative,persuasive, or entertaining
messages of public communication efforts can be amplified, multiplied, duplicated,
and distributed far beyond the context of a lecture hall of concert with the aid of
communication technology. Mass communication is generally a more
formalized,planned,and purposeful process than face-to-face communication.
Production,Distribution, and Consumption
Production = refers to the creation,gathering,packaging, or repackaging of information
Distribution = refers to movement of mass comm products from the point of
producton to the point consumption.
Consumption = refers to uses, impacts, and effects that mass communication can have
for a single individual, a relationship, group , organization, or society.
Understanding Mass Communication
Information Products and Services
Information products are collections of messages-textual,viual, or vocal-organized in a
particular way for a particular purpose or use by a particular audience, information products
include not only news but also entertainment, public relations, and advertising, computerized
databases, even museum exhibits or theatrical perfomaces.
Information services are activities associated with the preparation, distribution,
organization,storage, or retrieval of information. Information services are include news or
editorial research, public relation consulting, and electronic information delivery.
The Audience
The term audience refers to the group of individuals who have the potential for being exposed
to and using an information product or service. In the terminology of information or computing
science, the audience is the user group.
Four Basic Functions of Mass Communication
1. Surveillance
Media provide a constant stream of news-related messages which enable
audience members to be aware of developments in the environment that may
affect them.
2. Correlation
Mass media serve to interrelate and interpret information about the events of
the day. The correlation function serves to help audience members determine
the relevance thar surveillance messages have for them
3. Socialization
Party as extension of the surveillance and correlation function mass mediated
communication socializes individuals for participation in society. Mass media
provide common experiences, foster shared expectations as to appropriate and
inappropriate behaviors. Mass mediated communication also plays a central
role in the transmission of cultural heritage from generation to generation
4. Entertainment
Mass media are pervasive source of mass entertainment and provide the basis
for diversion and release for audience members
Broader Functions of Mass Communication
1.
2.
3.
4.
5.
6.
7.
8.
Packaging and Distribution of Culture
Popularizing and Validating Function
News and Information
Entertainment and Advertising
Sports: Heroes and Villains
Control and Consequences
Commercializing Function
Social Contact and Sense of Community
The Effects of Public and Mass Communication
• The Communicator/Producer Perspective
The Communicator/Producer-centered approach sees the source, message, technology, information
products and services as controlling influences on audience members.
• The Audience/Customer Perspective
Consumer approaches emphasize the role audience members play in public and mass communication
outcomes.
• Uses and Gratifications
The foundation of the consumer approach to mass communication theory comes from a tradition
called “uses and gratifications” originally advanced by Elihu Katz, Jay Blumler, and Michael Gurevitch.
[The uses and gratifications approach]…views members of the audience as actively utilizing media
contents, rather than being passively acted upon by the media. Thus, it does not assume a direct
relationship between messages and effects, but postulates instead that members of the audience put
messages to use, and that such usages act as intervening variables in the process of effect.
Integrating Perspectives
Communicator-oriented approaches remind us that public and mass
communication sources play an important and influential role in our lives through the
creation, packaging, commercialization, validation, and distribution of the information
that fills our environment.
Consumer-Oriented emphasize the significant role of individual needs and
uses, attitudes, and beliefs in the dynamics of message reception.
Generally, the effects that occur between public and mass communication and
consumers are mutually causal or mutually controlling.
The influences of public and mass communication result from both:
1.The availability of particular messages and technologies
with particular characteristics and capabilities
2.The uses to which audience members attend to, interpret,
remember, and use those messages
Ethical behavior is so important for public speaker. As speakers, we must
always try to present the most accurate information that is available to us. Outright lies
and even stretching the truth are not acceptable in a public context.