Chapter 7 notes from my textbook Public Relations Strategies and Tactics
To be an effective communicator a person must have basic knowledge of:
- what constitutes communication and how people receive the messages
- how people process information and change their perceptions
- what kinds of media and communication tools are most appropriate for a particular message
A communicator should ask if the message is:
- appropriate
- meaningful
- memorable
- understandable
- believable to the prospective recipient
5 possible objectives for a communicator:
- message exposure (provides message to mass media)
- accurate dissemination of the message (basic info stays intact as it’s transmitted through various media)
- acceptance of the message (audience retains and accepts the message as valid)
- attitude change (audience believes the message and makes verbal or metal commitment to change behavior because of it)
- change in overt behavior (audience actually change current behavior)
Two types of audiences:
- Passive audiences (only pay attention if they think you’re entertaining and offer a diversion)
- Active audiences (actually interested in what you are talking about and actively seek information)
Being Memorable:
Do These:
- properly and effectively use language
- write clearly
- use symbols, acronyms, and slogans
Avoid These:
- jargon (words you understand/use, but others don’t)
- avoid cliches and hype words
- avoid euphemisms (sounds better than what it is)
- avoid discriminatory language
5-stage adoption process:
- awareness
- interest
- evaluation
- trail
- adoption
5 factors that affect the adoption process:
- relative advantage
- compatibility
- complexity
- trialability
- observability
