Chapter 7 Notes

This chapter talked about communication within Public Relations.  Here are some key points…

 

To be an effective communicator a person must have basic knowledge of:

  • what constitutes communication and how people receive the messages
  • what kinds of media and communication tools are most appropriate for a particular message
  • how people process information and change their perceptions  

 

A communicator should ask if the message is:

– Appropriate

– Meaningful

– Memorable

– Understandable

– Believable to the prospective recipient

 

Here are some possible objectives for a communicator:

– Message exposure 

– Accurate dissemination of the message 

– Acceptance of the message

– Attitude change 

– Change in overt behavior

 

There are 2 different types of audiences:

Passive Audiences:

  • They only pay attention if they think you are entertaining.

 

Active audiences

  • That are actually interested in what you are talking about and seek information actively.

 

The 5 Stage Adoption Process:

  1. Awareness
  2. Interest
  3. Evaluation
  4. Trail
  5. Adoption

The 5 Factors That Affect The Adoption Process:

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