Download Communication process

INTRO TO PR
Communication Process
What is communication?


Theodorsen and Theodorsen (1992: 6) who define
communication as: ‘the transmission of information,
ideas, attitudes, or emotion from one person or
group to another (or others) primarily through
symbols’.
Rogers and Kincaid define communication as ‘a
process in which the participants create and share
information with one another in order to reach a
mutual understanding’
Levels of communication

1.
2.
3.
4.
Berger (1995) identifies four levels of
communication:
intrapersonal (thoughts): uses the
neurological/chemical apparatus of the brain as
the channel of communication
interpersonal(conversations): uses the airwaves to
carry the verbal message
small group communication (like a lecture)
mass communication: uses print, broadcast or
phone wires to communicate with a wide range of
geographically scattered people.
Core concepts of communication

1.
2.
3.
Burgoon et al. (1994) suggest:
intent is a key concept – where both source and
receiver know that communication is occurring
Meaning is also crucial: without a shared understanding
of the meaning of words and symbols, communication is
at best limited, at worst impossible
noise, which is interference between elements in a
communication, a. technical interference (like static on
the line), b. semantic interference (where the meaning
is unclear), c. psychological interference (where the
receiver is unable to understand the message because
of their own state of mind or personality).
4.
5.
Feedback is also an important concept. It is what
makes the difference between oneway
communication, where the sender has no
knowledge – or possibly interest – in the receiver’s
response, and two-way communication, where the
receiver can comment or even alter events by
responding to a message
mediation – the means by which the communication
is transmitted, whether in person, by language or
gesture, or via another medium, print or broadcast.
a. Unmediated communication means any two-way
contact that does not pass through a channel or
medium
b. Mediated communication adds a channel – a means
of transmitting the message.

The media most relevant to public relations are the
mass media – newspapers and magazines, radio and
television and, increasingly, the internet (but see p.
24). These media allow communicators to reach at
low cost (compared to contacting them individually)
large numbers of people who have already chosen
to purchase or consume that paper or magazine or
programme.

Most public relations communication is mediated,
though it is worth remembering that public relations
also uses direct media, such as exhibitions, leaflets
or corporaten videos, where the content is wholly
controlled by the sender.
A brief history of communication
models
Aristotle believed communication consisted of three
elements:
• ethos – the nature or qualities of the communicator
• logos – the nature, structure and content of the
message
• pathos – the nature, feelings and thoughts of the
receiver or audience

Harold Laswell created a formula to describe the
communication process:
• who says
• what
• to whom
• with what
• effect?

Shannon and Weaver’s model of communication:


They introduced the crucial concept of interference in
communication, which they called ‘noise’. Interference
might occur in the handset of the speaker or receiver, or
in thelines connecting them. As a result, the message
could be distorted and misunderstood.
A simple communication model will include a source or
sender who selects information (encodes) to create a
message that will be transmitted by a channel to a
receiver who selects a meaning from the message
(decodes) and responds with action or no action
(feedback).


Professional communicators need to be aware of the
potential for good and harm contained in their
messages
Many ‘how to’ PR books suggest communication is easy;
the reality is that it is complicated and involves not only
the personalities of the sender and the receiver, the
particular requirements of each medium, the public
nature of the messages, but also the power to influence,
directly or indirectly, society as a whole. Public relations
can be a powerful agent – handle it with care.