Posted by: emilywil | March 11, 2009

Chapter 7: Communication

Communication is the third step in the RACE concept of PR.  

There are objectives for a communicator as discovered by James Grunig, they include, message exposure, accurate dissemination of the message, acceptance of the message, attitude change, and change in overt behavior. 

David K. Berlo’s model of communication includes a sender (encoder), message, channel, and receiver(decoder).  There is also feedback involved.

Getting your message across is very important, audiences come to messages for very different reasons.  There are two different kinds of audiences (1) Passive: these people don’t really care about the message either way (2) Active: these people are trying to get something out of the message so they might apply the message to their lives or just out of interest. 

To communicate well you should always write using effective language, write clear (this includes using symbols, acronyms, and slogans, and avoiding jargon, cliches, hype words, euphemisms, and discriminatory language). 

People should be able to believe the message and have source credibility.

There is a Five-Stage Adoption Process to acting on the message:

  1. Awareness
  2. Interest
  3. Evaluation
  4. Trial
  5. Adoption

Word of Mouth (WOM) Campaigns are popular and tend to work good, but can raise the question of is this ethical?

*All this information was taken from Public Relations and Tactics:Ninth Ed. By: Dennis L. Wilcox and Glen T. Cameron


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