18 Oct

Chapter 7 Reading Notes COMM 2322

Public Relations: Strategies and Tactics

Goals of Communication: inform, persuade, motivate, or achieve mutual understanding.

Third step in the public relations process is communication. Most visible part of public relations, also called execution.

  1. Implementing the plan
  2. Public relations perspective – ask if the message is appropriate, meaningful, memorable, understandable and believable.

Objectives for communicator: message exposure, accurate dissemination of the message, acceptance of the message, attitude change and change in overt behavior.

Receiving the Message

  1. Sender/ source
  2. Message
  3. Channel
  4. Receiver/ decoder
  5. Feedback from the receiver

Paying Attention to the Message

  • People come to message to find out what is happening
  • Entertainment and diversion
  • Reinforcement of their opinions and predispositions
  • Decision making about a product or service
  1. Passive Audience – people that pay attention to a message only because it is entertaining and offers a diversion.
  2. Active Audience – people that want to know the information.

Concept of triggering events: public relations practitioners should spend more time thinking about what behaviors they are trying to motivate in target publics, that what information is being communicated.

Understanding the Message

  • Effective use of language – writing for clarity
  • Use of symbols, acronyms and slogans – clarity is enhanced by use of these.
  • Avoid jargon – (also known as semantic noise)
  • Avoid cliches and hype words
  • Avoid euphemisms
  • Avoid discriminatory language

Believing the Message

  1. Sleeper effect – Carl Hovland
  2. Context – action (performance) speaks louder than a stack  of news releases.
  3. Involvement – an interest or concern for an issue or product.
  4. Dissonance – make audience aware that circumstances have changed.

Remembering the Message

  • Repetition – not everyone hears the message at the same time.
  • Repetition – reminds the audience
  • Repetition – helps the audience remember the message itself.
  • Repetition – lead to improved learning and increase the chance of penetrating audience who are indifferent or resistant.

Acting on the Message

Five-Stage Adoption Process

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

The Time Factor

  • Innovators
  • Early Adopters
  • Late Majority
  • Laggards

How Decisions are Influenced

  • Awareness Stage
  • Interest Stage
  • Evaluation, Trial, and Adoption Stages

Word of Mouth Campaigns


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