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