Download Chapter 7

Chapter 7
Communication
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 7 Objectives
 Understand the role of effective communication
in the public relations process
 Identify the characteristics of various media
channels
 Be familiar with the communication objectives of
a campaign
 Recognize the components of how audiences
receive messages and process them
 Understand the five stages of how individuals
adopt a new product or idea
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
The Goals of
Communication


Implementing the plan
A public relations
perspective
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Implementing the Plan



Communication is the implementation of a
decision
Goals are to inform, persuade, motivate, or
achieve mutual understanding
To be an effective communicator you much have
the basic knowledge of
 What constitutes communication and how people
receive messages
 How people process information and change their
perceptions
 What kinds of media and communication tools are
most appropriate for a message
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
A Public Relations Perspective

Communicator should
ask whether the
message is
 Appropriate
 Meaningful
 Memorable
 Understandable
 Believable

Communicator should
know the exact
objective sought
 Message exposure
 Accurate
dissemination of the
message
 Acceptance of the
message
 Attitude change
 Change in overt
behavior
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Receiving the Message

Five communication elements
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
The Importance of Two-Way
Communication




Ideal public relations model should be two-way
symmetrical
Understanding (not persuasion) is the principle
objective
Social media two-way symmetrical
communication minus nonverbal cues
Most effective
 Two people having a face-to-face conversation
 Small group
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Paying Attention to the Message

Some theoretical perspectives
Passive audiences
Active audiences
The concept of triggering events

Other attention-getting concepts
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Understanding the Message


Effective use of language
Writing for clarity
Use symbols, acronyms, and slogans
Avoid jargon
Avoid clichés and hype words
Avoid euphemisms
Avoid discriminatory language
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Believing the Message


Source credibility
Variables in believability
 The sleeper effect
 Context of the message
 Audience’s predispositions

Creating cognitive
dissonance
 Circumstances have changed
 Developments
 Unexpected spokesperson

Involvement
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Remembering the Message

REPETITION
 Convey information in a variety of ways, using
multiple channels
 Helps offset the “noise” surrounding a message

Fight entropy
 Key points are mentioned in beginning and
summarized at end
 Repeat phone number or Web addresses several
times
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Acting on the Message

The Five-Stage Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Adoption Model
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
How Decisions Are Influenced



Awareness Stage
Interest Stage
Evaluation, Trial,
and Adoption
Stages
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Word-of-Mouth Campaigns


Source of popularity
Identifying and reaching opinion
leaders/influentials/catalysts
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.