Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Public Relations Strategies and Tactics Tenth Edition Dennis L. Wilcox Glen T. Cameron This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 7 Communication

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. 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 Recognize the components of how audiences receive messages and process them Understand the five stages of how individuals adopt a new product or idea Chapter 7 Objectives

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Goals of Communication Implementing the plan A public relations perspective Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Implementing the Plan Communication is the 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

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. 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

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Receiving the Message Five communication elements

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Importance of Two-Way Communication Ideal public relations model should be two-way symmetrical Understanding (not persuasion) is the principle objective Social media two-way symmetrical communication minus nonverbal cues Most effective Two people having a face-to-face conversation Small group

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Paying Attention to the Message Some theoretical perspectives Passive audiences Active audiences The concept of triggering events Other attention-getting concepts

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. 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

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. 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

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Remembering the Message REPETITION Convey information in a variety of ways, using multiple channels Helps offset the “noise” surrounding a message Fight entropy Key points are mentioned in beginning and summarized at end Repeat phone number or Web addresses several times

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Acting on the Message The Five-Stage Adoption Process Awareness Interest Evaluation Trial Adoption

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Adoption Model

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Time Factor Innovators Early adopters Early majority Late Majority Laggards

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. How Decisions Are Influenced Awareness Stage Interest Stage Evaluation, Trial, and Adoption Stages

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Word-of-Mouth Campaigns Source of popularity Identifying and reaching opinion leaders/influentials/catalysts