Think Happy Thoughts

Chapter 7- Communication

Posted on: March 25, 2009

  • A Public Relations perspective
  1. Message Exposure. Public Relations personnel provide materials to the mass media and disseminate other messages through controlled media such as newletters and brochcures. Intended audiences are exposed to the message in various forms.
  2. Accurate dissemination of the message. The basic information, often filtered by media gatekeepers, remains intact as it is transmitted through various media.
  3. Acceptance of the message. Based on its view of reality , the audience not only retains the message, but accepts it as valid.
  4. Attitude change. The audience not only believes the message, but makes a verbal or mental commitment to change behavior as a result of the message.
  5. Change in overt behavior. Members of the audience actually change their current behavior or purchase the product and use it.
  • Five Communication Elements
  1. Sender/ Source (encoder)
  2. A message
  3. A channel
  4. A receiver (decoder)
  5. Feedback from the receiver to the sender
  • Use Symbols, acronyms, and slogans
  • Avoid jargon
  • Avoid cliches and hype words
  • Avoid Euphemisms
  • Avoid Discrimanatory language

Remembering the message

  • Repetition is necessary because all members of a traget audience don’t see or hear the message at the same time. Not everyone reads the newpaper on a particular day or watches the same television news program.
  • Repetition reminds the audience, so there is less chance of a failure to remember the message. If a source has high credibility, repetetition prevents erision of opinion change.
  • Repetition helps the audience remember the message itself. Studies have shown that advertising is quickly forgotten if not repeated constantly.
  • Repetition can lead to improved learning and hearing and increase the chance of penetrating audience indifference or resistance.

Five Stage Adoption Process

  1. Awareness. A person becomes aware of an idea or a new product, often by means of an advertisement or a news story.
  2. Interest. The individual seeks more information about the idea or the product, perhaps by ordering a brochure, picking up a pamphlet, or reading an in-depth article in a newspaper or magazine.
  3. Evaluation. The person evaluates the idea or the product on the basis of how it meets specific  needs and wants. Feedback from friends and family is part of this process.
  4. Trial. Next, the person tries the product or the idea on an experimental basis, by using a sample, witnessing a demonstration, or making qualifying statements such as, “I read…”
  5. Adoption. The individual begins to use the product on a regular basis or integrates the idea into his or her belief system. The “I read…” becomes “I think…” if peers provide support and reinforcement of the idea.

Factors that can affect the adoption process

  1. Relative Advantage
  2. Compatibility
  3. Complexity
  4. Trialability
  5. Observability

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron-

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