1. COM215 Taejin Jung, Ph.D. Week 11: Taking Action and Communicating

2. Implementing the Plan The goals of communication process are to “inform, persuade, motivate, and achieve mutual understanding.” Three basic knowledge for effective communication 1. Message – what constitute communication and how people receive messages 2. Audience – how people process information and change their perceptions 3. Channel – what kinds media and communication tools are most appropriate for a particular message

3. Five Objectives of PR Practitioners 1. Message exposure 2. Accurate dissemination of the message 3. Acceptance of the message 4. Attitude change 5. Change in overt behavior ► PR experts usually aim at the first two objectives ► Persuasion process Exposure → Attention → Cognition (understand, believe, and remember) → Action

4. An Integrated PR Media Model

5. Step 1: Receiving the Message David K. Berlo’s model (Message Transfer) Sender/source (Encoder)  Message  Channel  Receiver (Decoder) Wilber Schramm’s model (Message Share) SourceEncoder DecoderDestination Signal Field of Experience Noise Feedback

6. Step 2: Paying Attention to the Message Uses & Gratification approach - Communicator wants to inform and even persuade - Audience uses media for the purpose of; a. Surveillance of environment b. Entertainment and diversion c. Reinforcement of their opinions or predispositions d. Decision making about buying a product or service  If this is true, the PR specialists must tailor messages that focus on getting the audience’s attention.

7. Step 2: Paying Attention to the Message

8. Step 3: Understanding the Message Effective use of language Writing for clarity - Consider the nature of the audience and its literacy level (e.g., copy-test on target audience) - Apply readability and comprehension formulas (e.g., 9 th grade level: 100 words contains 4.2 sentences and 142 syllables) Use symbols, acronyms, and slogans - Mercedes Benz star; Nike swoosh… - NOW (National Organization for Women); GASP (The Group Against Smokers’ Pollution); AIDS; UNESCO (United Nations Education, Scientific, and Cultural Organization) - “Don’t Leave Home without It” _ American Express “The Ultimate Driving Machine” _ BMW (Bavarian Motor Works) Avoid Jargon Avoid Euphemisms - Use positive, favorable words, but not to use words that hide information Avoid discriminatory language

9. Step 4: Believing the Message Source credibility - Do members of the audience perceive the source as knowledgeable (e.g., expert, honest, objective) on the subject? Audience’s predisposition - “Don’t confuse me with the facts, my mind is already made up” - People will not believe a message contrary to their predisposition unless the communicator can introduce information that causes them to question their beliefs (cf. Theory of Cognitive Dissonance) a. Changed circumstances b. Information about new developments and discoveries c. Use an unexpected spokesperson Involvement - Interest or concern for an issue or a product - For high-involvement groups – “what is said” - For low-involvement group – “who says it”

10. Step 5: Remembering the Message Many messages are repeated extensively, - Repetition is necessary because all members of a target audience don’t see or hear message at the same time - Repetition reminds the audience - Repetition by the high credible source prevent erosion of opinion change - Repetition helps the audience remember the message itself. Advertising is quickly forgotten if not repeated constantly - Repetition can lead to improved learning and increase the chance of penetrating audience indifference or resistance Communicators often build repetition into a message - Key points mentioned at the beginning and then summarized at the end - Fight entropy (e.g., ask to call for more information or write for a brochure, telephone number or address) The key to effective communication and retention of the message is to convey information in a variety of ways, using “ multiple communication channels”

11. Step 6: Acting on the Message Five-Stage Adoption Process - Awareness  Interest  Evaluation  Trial  Adoption - A person does not necessarily go through all five stages with any given idea or product Factors affecting adoption process - Relative advantage: The degree to which an innovation is perceived as better than the idea it replaces. - Compatibility: The degree to which an innovation is perceived as being consistent with the existing values, experiences, and needs of potential adopters. - Complexity: The degree to which an innovation is perceived as difficult to understand and use. - Trialability: The degree to which an innovation may be experienced on a limited basis. - Observability: The degree to which the result of innovation are visible to others. Time factors - Innovators  Early Adopters  Early Majority  Late Majority  Laggards

12. Exercise The innovation of cellular telephones was first offered to American consumers in 1983, and an amazing 13 million were sold in the following 10 years. This telephone operates with a built-in rechargeable battery, so that it is portable. It is called cellular because each metropolitan area is divided into cells, each from 1 to 25 miles in radius. As one drives from one cell to another, the telephone system automatically switches a call from one cell to another without interrupting service. The first adopters of cellular phones in 1983 were male executives whose companies provided a cellar phone as an office perk. At that time, a cellular phone cost about $3,000. Soon the quality of cellular service improved, the price of a cellular phone dropped to only $250, and the product became so miniaturized that it could fold into a shirt pocket. Rather quickly cellular telephones became a general consumer product. In 1993, one in three cellular phones was sold for nonbusiness use. 1. Relative advantage? 2. Compatibility? 3. Complexity? 4. Observability? 5. Trialability?