Kourtni's Blog

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Chapter 7 June 15, 2010

Filed under: Reading Notes,Uncategorized — kourtnilee @ 4:48 pm

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:

  1. appropriate
  2. meaningful
  3. memorable
  4. understandable
  5. believable to the prospective recipient

5 possible objectives for a communicator:

  1. message exposure (provides message to mass media)
  2. accurate dissemination of the message (basic info stays intact as it’s transmitted through various media)
  3. acceptance of the message (audience retains and accepts the message as valid)
  4. attitude change (audience believes the message and makes verbal or metal commitment to change behavior because of it)
  5. 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:

  1. awareness
  2. interest
  3. evaluation
  4. trail
  5. adoption

5 factors that affect the adoption process:

  1. relative advantage
  2. compatibility
  3. complexity
  4. trialability
  5. observability
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