PR : chapt 3 : Communication

Communication

1. Goals of Communications
1. To inform
2. To persuade
3. To motivate
4. To build mutual understanding
2. Traditional theories of communication
1. Two-step flow theory: (mass media as intermediate)
2. Concentric-circle theory ( cybernetics) (leaders as intermediate)
3. Pat Jackson Model ( systematic investigation, strategic goals, stakeholders); process:

i. Building awareness

ii. Developing a latent readiness

iii. Triggering event (planned or natural event that will shape the opinion)

iv. Intermediate behavior (investigation)

v. Behavioral change (adoption of new behavior)

4. SEMDR communication process

i. Source

ii. Message

iii. Receiver

iv. Encoding

v. Decoding

5. Silence theories

i. Elizabeth Noelle-Neumann: spiral of silence

1. silent majority

3. Contemporary theories of communication
1. Constructivism
2. Coordinated Management of meaning
3. Grunig-Hunt PR models

i. Press agentry \ publicity (one way communication)

ii. Public information (inform) propaganda

iii. Two-way asymmetric: persuade

iv. Two-ways symmetric: balance between organization and public

4. The Word
1. Massage

i. The content is the message

ii. The medium is the message

iii. The person is the message

5. Receiver’s Bias
1. Stereotypes
2. Symbols
3. Semantics
4. Peer groups
5. Media
6. Feedback
1. It may change attitude
2. It may crystallize attitudes: (actions)
3. It may create wedge of doubt
4. It may do noting

International communication class:Outline of chapter one

Outline of chapter one: Following the Historical Paths of Global Communication

1. Geographical space: a barrier to communication
1. Geography of space
2. Geography of experience
2. Geography and the mythical world
1. In ancient world the other represent the unknown
2. Fear of the unknown
3. Myths surfaced in many places in the middle ages
3. Ancient encounters of societies and cultures
1. Constructing rational models of knowledge thanks to Greeks and Arabs
4. Global explorers: migrants, holy people, merchants
1. Pre-agrarian societies in Europe migration was a way of life
2. Arab ship travelling in the 9^th century
3. The gap between east and west
4. The rise of geography as a science
5. Records of Jewish travellers: trade paths
6. Trade in Europe in 13^th century and Marco Polo
5. Mapmaker in the medieval world
1. Map making was an integral part of communication history.
2. Map served many purposes:

i. Maritime navigation.

ii. Religious pilgrimages.

iii. Military and administrative uses.

6. Inventors: signals and semaphores
1. Information technologies were solutions to tangible and immediate problems.
2. Developments of inventions from torch signal systems based on alphabets to optical signals experimented by the 18^th century
7. The printing press, literacy and the knowledge explosion
1. High rate of illiteracy in the early middle ages
2. The circulation of religious and diplomatic correspondence
3. Printing press in Asia 8^th
4. Industrial revolution: printing technology: new literacy was introduced.
5. The postal service invention.
8. Scientist and international networks
1. Two-way information exchange ( telegraph 1844)
2. Communication between nations: military diplomatic purposes
3. Globalization: 1884 Conference on international standards of time reckoning was held in Washington DC
9. The international electric evolution
1. Electrification of industry and commerce
2. Telegraphy
3. Radio
10. Summary: Global immediacy and transparency
1. The emergence of global communication imposes new frames of meaning about winding path of historical change.

Public relations class

Outline of chapter one: what is ‘Public Relations’, Anyway?

1. Prominence of public relations
1. What is ‘public relations’?

i. Public relations is a planned process to influence public opinion, through sound character and proper performance.

2. Planned process to influence public opinion
1. Public Relations’ professionals use Marston’s RACE in their interventions

i. Marston’s RACE:

1. Research

2. Action

3. Communication

4. Evaluation

2. The five principles of the public relations process:

i. Honest communication for credibility

ii. Openness and consistency of actions for confidence

iii. Fairness of actions and reciprocity and goodwill

iv. Continuous two-way communication to prevent alienation and to build relationships

v. Environment research and evaluation to determine the actions or adjustments needed for social harmony

3. Public relations as management interpreter
1. Public Relations professionals are the organization’s interprets :

i. They must interpret the philosophises and policies, programs and practices of their management to the public

ii. They must also convey the attitude of the public to the management.

4. Public relations as public interpreter
1. Public Relations professionals should convey the attitude of the public to the management
2. The publics of public relations

i. Publics can be classified into several categories:

1. internal and external

2. primary, secondary, and marginal

3. traditional and future

4. proponents, opponents, and the uncommitted

5. The function of public relations
1. The function associated with public relations work are numerous, among them are the following:

i. Writing

ii. Media relations

iii. Planning

iv. Counselling

v. Researching

vi. Publicity

vii. Marketing communication

viii. Community relations

ix. Employee relations

x. Government affairs

xi. Investor relations

xii. Special public relation

xiii. Public affairs and issues management

xiv. Web site development and web interface.

6. The curse of ‘spin’
1. Spin means hide realities and mislead the public for the profit of the organization
7. What manner a man or a woman?
1. The seven areas that characterize a successful public relations career

i. Diversity of experience

ii. Performance

iii. Communication skills

iv. Relationship building

v. Productivity and passion

vi. Teamliness

vii. Intangibles (personality, likeability, and chemistry)

2. Technical side

i. Knowledge of the field

ii. Communication knowledge

iii. Current event knowledge

iv. Business knowledge

v. Management knowledge

3. Attitudes

i. Pro-communication

ii. Advocacy

iii. Counselling orientation

iv. Ethics

v. Willingness to take risks

vi. Positive outlook