1. Communications The Communications Process

2. Introduction: Effective communications don’t just happen. Determine the kind of information that needs to be disseminated Who is the audience you are trying to reach What communication tool best fits the job.

3. 5 elements of communications 1. Source of Information 2. The Message Encoder 3. The Channel 4. The message Decoder. 5. The Receiver.

4. The 5 Elements SourceEncoderChannelDecoderReceiver Feedback Conceptualization of the message Form of the message DeviceInterpretation of message Conceptualization of message School PR person LanguageMass media or individual Common Language Reception of the message

5. The Source of Information 1. The source is someone who has something to say 2. Can be a person or a group 3. The source come with its own past experiences and perception of reality

6. The Message Encoder This is the form that the message takes so it can be sent to others.

7. Factors that influence ENCODING…or what makes a message effective 1. Language 2. Body language 3. Understanding the message that you are trying to send yourself. 4. Mixing facts and feelings. 5. Knowing if the receiver is interested in the information or needs the facts.

8. Encoding influences -- con’t 6. Put the message in a form that is appealing to the receiver 7. Put the message in a form that is appropriate for the situation, place, or audience. 8. Remember that the content of the message is also interpreted by how it is delivered.

9. The Channel 1. The sender must decide what channel to use to send the message 2. What are types of channels? LOUNGE LIZARDS 3. Make sure there are no distractions.

10. Decoder 1. Can the receiver of the message decode the message? 2. A message that is not understandable cannot be decoded 3. Your message needs to be easily and quickly comprehended. 4. Remember, you might mean one thing but due to the background of the receiver, your words may have other meanings to them.

11. Decoder…con’t 1. The sound-bite syndrome. 2. K.I.S.S.

12. Decoder Summary: 1. If it is easy and appealing to read and there is something in it for me, it is what I will read first 2. Your message is competing with a ton of other materials that busy people must chose to read and “get” the message.

13. Receiver 1. The mental and physical state of the receiver may cause the same message to be received differently. 2. The receiver can actually modify your message before sending it on to others. 3. How much truth will there be in your message after it is repeated ten times with everyone putting their spin on it?

14. Communications and Persuasion The purpose of communications is to try the change the minds and opinions of others through persuasion. Referred to as Informed Consent. The school sends messages that have ideas, proposals and information that they want/need to share with the public. The public receives the information and decides what, if any, action they will take.

15. Two Way Communications In 2-way communications the process is reversed School personnel analyze and evaluate suggestions and ideas received from the people in the community And then the school decides what course of action to take.

16. Persuasive Stages Accepting a new idea involves 5 stages Awareness Interest or Information Stage Evaluation Trial Adoption

17. Influence People are most influenced by face-to- face meetings than by getting information through the media.

18. Confidence in the Source Research suggests that: You have a better chance of persuading someone if you know things about the person sending the message. Respected? Well- Informed? Has common background and experiences with me? Leaders are most believed.

19. Confidence in the Source (continued) Research suggests. Good looking people have an edge in persuading others. Gender Experts

20. Benefit to Receiver Your message will persuade if it deals with the needs of the receiver or is in their self- interest – “I can gain something from this.” Communications which delineate the services children receive from the tax dollar are received favorably. (Fair exchange).

21. Group Influence Studies suggest: You will get a favorable response if it relates to values and beliefs of the group. If the idea runs contrary to the groups beliefs, it is doomed. Group conformity has its rewards (Peer pressure) If a big audience responds favorably to a speaker, many individuals will go along to get along. Group discussion and decision.

22. Presentation of Issues: Do I present both sides of issue or just my side? For controversial issues, do not end by letting people make-up their own mind. You bring the discussion to a reasonable conclusion if you want to persuade their support. Failure to divulge pertinent information will come back to get you. Interest audience: build from weaker points to stronger points – they look forward to what is coming. Apathetic audience: arouse them by presenting the important points at the beginning

23. Fear Arousal Messages If a message arouses fear and insecurity, it will NOT help you gain support. Messages that help people see reasonable solutions to educational problems are most effective in gaining support.

24. Repeating the Message Get you message out to all sides. Repeating the message only works when the content is positive of neutral. If the message is negative it will have the opposite effect.

25. Personality and Gender Variables. Receivers with low self esteem are easiest to influence. Receivers with high self esteem need a well substantiated messages. Studies have show that those who have chronic high levels of anxiety and aggressiveness usually resist persuasion Women are not more persuasive than men.

26. Other Finding about Persuasion: Always start off by emphasizing points of agreement. Women do inspire more confidence than men when they act as a spokesperson for government agencies, large corporations and nonprofit organizations. Who has the greatest influence on others? Newsletter: the BOXED story is an eye catcher and a caption under a photo is better than printing just the story.

27. Mass Communications You can send the same message through the morning paper, the local radio, a leaflet sent home or mass mailed in a short span of time. This audience has no contact with one another so they make independent decisions. Can influence the opinions of groups. Everyone gets the same information from mass media at the same time. That can be a good thing. Mass media writers are accustomed to writing for large groups of people or all classes so your message SHOULD be easily decoded my the receiver. You may need to prepare mass messages (leaflets) in several forms

28. WORDS: It is not what you say, but how you say it. Use the right words for the right audience. Know exactly what you want to say and make it easy for the audience to comprehend. Make sure you say what you mean. Words with 4-5 syllables are more difficult to read. Avoid words that emphasize disadvantages common to minority groups. Be politically correct. Avoid sexist terms unless you want to alienate. Use chairperson rather than chairman, etc.

29. Crisis Communications: Sometimes this is the only time you will hear from or about the schools in your community

30. Trying to use PR to eliminate the negativity surrounding a bad crisis just doesn’t work. You need to have a good PR program working prior to any crisis.

31. As JFK said about communication: “…in today’s climate, public relations must be more than crisis communications. It must be more than press releases or egg-on-face statements from officials. Real communications must be constant and personal, blunting the need or any criticisms before they can arise.”