Download Chapter 7 Communication

Chapter 7
Communication
Overview

The goals of communication

Receiving the message

Paying attention to the message

Understanding the message

Believing the message

Remembering the message

Acting on the message
The Goals of Communications
_ The third step in the public relation process
after research and planning is communication.
This step also called execution ,is the most
visible part of public relation work .
Implementing the plan: communication is the
implementation of a decision , the process and the
means by which objectives are achieved .
_ The goal of the communication processes are to
inform , persuade , motivate or achieve mutual
understanding .

Continued..
_ To be an effective communicator the person
must have basic knowledge of 1. what
constitutes communication & how people
receive messages 2.how people process
information and change their perceptions
3.what kinds of media & communication tools
are most appropriate for a suitable message .
Public relation perspective
_ A number of variables must be considered
when planning a message , the communicator
should ask whether the proposed messages
is:
1.
Appropriate
2.
Meaningful
3.
Memorable
4.
Understandable
5.
Believable to the prospective recipient
Continued ..

1.
2.
3.
James Grunig’s objectives for a
communicator are:
Message exposure : P.R personnel provide materials
to the mass media and disseminate other messages
through controlled media such as newsletters &
brochures .
Accurate Dissemination of the message : the basic
information often filtered by media gatekeepers
Acceptance of the message : based on its view of
reality , the audience not only retains the message
but accepts it as valid
Continued..
4. Attitude change : the audience not only believes the
message but makes a verbal commitment to change
behavior as a result of a message
5. Change in the overt Behavior : members of the
audience change their current behavior or purchase
the product and use it
_ Grunig says that most public relation experts usually
aim at the first two objectives : exposure to the
message and accurate dissemination , the last 3
variables depends on a large number of variable
mixes.
Receiving the Message
5 Elements of Communication
1.
2.
3.
4.
5.
Encoder
Message
Channel
Receiver
Feedback
Receiving the Message
_Feedback is two-way communication
between the sender and the receiver.
_ one way communication from sender to
receiver , only disseminates information .
_ Two way communication which establishes a
Dialogue between the sender and the receiver .
Paying Attention to the Message
A Theoretical Perspective
Media Uses and Gratifications theory states
that people use the media for their own
purposes:
Surveillance
 Entertainment
 Reinforcement

Paying Attention to the Message
Attention-Getting Appeals
 Senses
 Needs
 Values and predispositions
 Interests
Paying Attention to the Message
_ communicator should think in terms of 5 senses :
hearing , smell ,sight , touch and taste
_ individuals learn through 5 senses but psychologists
estimate that 83% of learning is accomplished
through sight
_ Other research suggests that audience attention can be
generated if the communication raises a need level
first . The idea is to hook the audience attention by
beginning the message with something that will make
its members lives easier or benefit them is some way
Paying Attention to the Message
_ Another Techniques to Garner Audience
attention is to begin a message with a
statements that reflects audience values &
disposition this is called Channeling
_ people pay attention to messages that reinforce
their predisposition .
_ Prior knowledge and interest also make people
more attention to messages if the message taps
current events or something like that
Paying Attention to the Message
_ Communication is the act of transmitting
information, ideas and attitudes from one
person to another , communication can take
place if the sender and receiver have a
common understanding of the symbols being
used .
Understanding the Message
_ Effective use of language :-
Current trends demand that
communicators must:

understand cultural differences and conflicting
values.

communicate in clear and simple terms.
Understanding the Message
Writing for Clarity

Use symbols, acronyms, and slogans

Avoid jargon

Avoid clichés and hype words

Avoid euphemisms

Avoid discriminatory language
Continued ..
_ writing for clarity : the nature of the audience
is an important consideration for any
communicator , the key is to produce messages
that match in content and structure the
characteristics of the audience .
Continued..
_ Used symbols , acronyms , and slogans : Clarity and
simplicity of messages are enhanced by the use of
symbols , acronyms and slogans , each is a form of
shorthand that quickly conceptualize an idea and
travels through extend lines of communication .
_ The world is full of symbols , such as the Christian
Cross, and the Crusading sword of the American
Cancer society.
_ A symbol should be unique , memorable and widely
recognized and organizations spend time and energy
searching for unique symbols the convey the sense of
what they are or what they hope to be .
Continued..
_ Acronyms are another shorthand for conveying
information .
_ Slogans help also condense a concept
_ Avoid Jargon : one source of blocked communication
is technical and bureaucratic Jargon , social scientists
call it Semantic noise , when such language is
delivered to a general audience , jargon interferes
with the message and impedes the receiver’s ability to
understand it
Continued..
_ Avoid clichés and hype words : Highly
charged words with connotative meanings can
pose problems , and overuse of clichés and
type words can seriously undermine the
credibility of the message .
_Avoid euphemisms : Euphemism is an
inoffensive word or phrase that’s less direct
and less distasteful that the one that
represents reality .
Continued ..
_ public relations personnel should use positive ,
Favorable words to convey message , but they
have an ethical responsibility not to use words
that hide information or mislead .
_ corporations also use euphemisms and
doublespeak to hide unfavorable news for
example an airline once called the crash of a
plane the ( involuntary conversion of a 727)
Continued ..
_ Avoid discriminatory language: effective
communication means nondiscriminatory
communication . Public relation personnel
should double check every message to
eliminate undesirable gender , racial and
ethnic connotations
_ also writers should be careful about
descriptive phrases especially for women .
Believing the Message
Variables
Source credibility
 Context
Audience involvement


Believing the Message
Leon Festinger’s Theory of
Cognitive Dissonance:
“People will not believe a message
Contrary to their predispositions unless a
communicator can introduce information
that causes them to question their beliefs.”
Continued ,
_One Key Variable in the communication
process is source credibility . Do members of
audience perceive the source as knowledgeable
and expert on the subject ? Do they perceive
the source as honest and objective or as
representing a special interest ? Audience for
example ascribe lower credibility to statements
in advertisement than to the same information
contained in a news article , because News
articles are selected by media gatekeepers
Continued ..
_ Another variable in believability is the context
of the message, action (performance) speaks
louder than a stack of News releases
_ we have another barrier to the believability of
messages is the audience ‘s predispositions ,
this problem brings to mind the old saying ‘
Don’t confuse me with the facts , My mind is
already made up’
Continued
_ In this case we understood the theory of
cognitive dissonance .
_ Dissonance can be created in at least three
ways :
1.
Make the target audience aware that
circumstances have changed
2.
Give information about new developments
and discoveries
3.
Use an unexpected spokesperson.
Continued..
_ Involvement is another important
predisposition that impacts how messages are
processed by audience members , involvement
can be described in simple terms as interest or
concern for an issue or a product .
Remembering the Message
Repetition
Use of multiple channels
Simplicity
Remembering the Message
_ Repetition :
*Repetition is necessary because all members of
a target’s audience don’t see or hear the
message at the same time .
*Repetition reminds the audience , so there is
less chance of a failure to remember the
message
*It also helps the audience remember the
audience itself
Continued ,
_ The key to effective communication is to
convey information in a variety of ways , using
multiple communication channels. This helps
people remember the message as they receive
it through different media and extends the
message to both passive and active audience
_ Also the message should be simple and clear
not too complex (simplicity)
Acting on the Message
The Five-Stage Adoption Process
1.
Awareness
2.
Interest
3.
Evaluation
4.
Trial
5.
Adoption
Acting on the Message
Factors that influence message adoption:

Relative advantage

Compatibility

Complexity

Trialability

Observability
The time Factor
_ Another aspects that confuses people is the
amount of time needed to adopt new idea or
product .depending on the individual and
situation , the entire adoption process can
almost take place if the result is of minor
consequences or require low level commitment
How decision are influenced
_ The complex of the adoption process show the
public relation communicators need to think
about the entire communication process from
the formulation of the message to the ways in
which receivers process the information and
make decisions , by doing so , communicators
can form more effective message strategies
and develop realistic objectives for what can
actually be accomplished !
Thank you