11thEd_Wilcox_PPT_Chapter07.ppt

Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 7
Communication Concepts and
Practice in Public Relations

 Recognize the components of how audiences
receive messages and process them
 Understand the five stages of how individuals
adopt a new product or idea
 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
Chapter 7 Objectives

The Goals of
Communication
 Implementing the plan
 A public relations
perspective

Implementing the Plan
 Communication = 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

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

Receiving the Message
 5 communication elements
Source
Encoder
Signal
Decoder
Destination
 2 key considerations
Field of shared experience
Continuous feedback loops

Schramm’s Communication Model

The Importance of Two-Way
Communication
 Ideal public relations model should be two-way
symmetrical (see Grunig)
 Understanding (not persuasion) is the principle
objective
 Social media two-way symmetrical communication
minus nonverbal cues
 Organizations typically employ mixed-motives
models
 Most effective
 Two people having a face-to-face conversation
 Small group discussion

Paying Attention to the Message
 Some theoretical perspectives
Passive audiences
Active audiences
The concept of triggering events
 Other attention-getting concepts
Individuals learn using all 5 senses
Raising the ‘need’ level
Reflect audience values and predispositions

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

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

Remembering the Message
 Repetition
 Provides multiple opportunities for message exposure
 Helps audience remember the message
 Improves learning by overcoming audience
indifference and resistance
 Helps offset the “noise” surrounding a message
 Fight entropy
 Key points are mentioned in beginning and end
 Repeat phone # or Web addresses several times
 Convey info in variety of ways using multiple
channels

Acting on the Message
 The Five-Stage Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption

Adoption Model

The Time Factor
 Innovators
 Early adopters
 Early majority
 Late Majority
 Laggards

How Decisions Are Influenced
 Awareness Stage
 Interest Stage
 Evaluation, Trial,
and Adoption
Stages

Word-of-Mouth Campaigns
 Source of popularity
Recent diffusion of innovations research
Internet creates larger networks for feedback
 Identifying and reaching opinion
leaders/influentials/catalysts

11thEd_Wilcox_PPT_Chapter07.ppt

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