chapter 7 communication. overview the goals of communication the goals of communication receiving...

Chapter 7 Chapter 7 CommunicationCommunication

OverviewOverviewThe goals of communicationThe goals of communication

Receiving the messageReceiving the message

Paying attention to the messagePaying attention to the message

Understanding the messageUnderstanding the message

Believing the messageBelieving the message

Remembering the messageRemembering the message

Acting on the messageActing on the message

The Goals of CommunicationsThe Goals of Communications

_ The third step in the public relation process _ The third step in the public relation process after research and planning is after research and planning is communicationcommunication. . This step also called execution ,is the most This step also called execution ,is the most visible part of public relation work .visible part of public relation work .

Implementing the planImplementing the plan: communication is the : communication is the implementation of a decision , the process and the implementation of a decision , the process and the means by which objectives are achieved .means by which objectives are achieved .

_ The goal of the communication processes are to _ The goal of the communication processes are to inform , persuade , motivate or achieve mutual inform , persuade , motivate or achieve mutual understanding .understanding .

ContinuedContinued....

_ To be an effective communicator the person _ To be an effective communicator the person must have basic knowledge of 1. what must have basic knowledge of 1. what constitutes communication & how people constitutes communication & how people receive messages 2.how people process receive messages 2.how people process information and change their perceptions information and change their perceptions 3.what kinds of media & communication tools 3.what kinds of media & communication tools are most appropriate for a suitable message .are most appropriate for a suitable message .

Public relation perspectivePublic relation perspective

_ A number of variables must be considered _ A number of variables must be considered when planning a message , the when planning a message , the communicator should ask whether the communicator should ask whether the proposed messages is:proposed messages is:

1.1. AppropriateAppropriate2.2. MeaningfulMeaningful3.3. MemorableMemorable4.4. UnderstandableUnderstandable5.5. Believable to the prospective recipient Believable to the prospective recipient

ContinuedContinued.. ..

James Grunig’s objectives for a James Grunig’s objectives for a communicator are:communicator are:

1.1. Message exposureMessage exposure : P.R personnel provide : P.R personnel provide materials to the mass media and disseminate other materials to the mass media and disseminate other messages through controlled media such as messages through controlled media such as newsletters & brochures .newsletters & brochures .

2.2. Accurate Dissemination of the messageAccurate Dissemination of the message : the basic : the basic information often filtered by media gatekeepers information often filtered by media gatekeepers

3.3. Acceptance of the messageAcceptance of the message : based on its view of : based on its view of reality , the audience not only retains the message reality , the audience not only retains the message but accepts it as validbut accepts it as valid


4. 4. Attitude changeAttitude change : the audience not only believes the : the audience not only believes the message but makes a verbal commitment to change message but makes a verbal commitment to change behavior as a result of a message behavior as a result of a message

5. 5. Change in the overt BehaviorChange in the overt Behavior : members of the : members of the audience change their current behavior or purchase audience change their current behavior or purchase the product and use itthe product and use it

_ Grunig says that most public relation experts usually _ Grunig says that most public relation experts usually aim at the first two objectives : exposure to the aim at the first two objectives : exposure to the message and accurate dissemination , the last 3 message and accurate dissemination , the last 3 variables depends on a large number of variable variables depends on a large number of variable mixes. mixes.

Receiving the MessageReceiving the Message

5 Elements of Communication5 Elements of Communication1.1. EncoderEncoder

2.2. MessageMessage

3.3. ChannelChannel

4.4. ReceiverReceiver

5.5. FeedbackFeedback

Receiving the MessageReceiving the Message

_Feedback is _Feedback is two-way communicationtwo-way communicationbetween the sender and the receiver.between the sender and the receiver._ one way communication from sender to _ one way communication from sender to

receiver , only disseminates information .receiver , only disseminates information ._ Two way communication which establishes a _ Two way communication which establishes a

Dialogue between the sender and the receiver .Dialogue between the sender and the receiver .

Paying Attention to the MessagePaying Attention to the Message

A Theoretical PerspectiveA Theoretical Perspective

Media Uses and Gratifications theory states Media Uses and Gratifications theory states that people use the media for their own that people use the media for their own purposes:purposes:

SurveillanceSurveillance EntertainmentEntertainment ReinforcementReinforcement


Attention-Getting AppealsAttention-Getting Appeals SensesSenses NeedsNeeds Values and predispositionsValues and predispositions InterestsInterests


_ communicator should think in terms of 5 senses : _ communicator should think in terms of 5 senses : hearing , smell ,sight , touch and taste hearing , smell ,sight , touch and taste

_ individuals learn through 5 senses but psychologists _ individuals learn through 5 senses but psychologists estimate that 83% of learning is accomplished estimate that 83% of learning is accomplished through sightthrough sight

_ Other research suggests that audience attention can be _ Other research suggests that audience attention can be generated if the communication raises a need level generated if the communication raises a need level first . The idea is to hook the audience attention by first . The idea is to hook the audience attention by beginning the message with something that will make beginning the message with something that will make its members lives easier or benefit them is some wayits members lives easier or benefit them is some way


_ Another Techniques to Garner Audience _ Another Techniques to Garner Audience attention is to begin a message with a attention is to begin a message with a statements that reflects audience values & statements that reflects audience values & disposition this is called Channeling disposition this is called Channeling

_ people pay attention to messages that reinforce _ people pay attention to messages that reinforce their predisposition .their predisposition .

_ Prior knowledge and interest also make people _ Prior knowledge and interest also make people more attention to messages if the message taps more attention to messages if the message taps current events or something like thatcurrent events or something like that


_ _ CommunicationCommunication is the act of transmitting is the act of transmitting information, ideas and attitudes from one information, ideas and attitudes from one person to another , communication can take person to another , communication can take place if the sender and receiver have a place if the sender and receiver have a common understanding of the symbols being common understanding of the symbols being used .used .

Understanding the MessageUnderstanding the Message

__ Effective use of language :-Effective use of language :-Current trends demand that Current trends demand that communicators must:communicators must:

understand cultural differences and conflicting understand cultural differences and conflicting values.values.

communicate in clear and simple terms.communicate in clear and simple terms.

Understanding the MessageUnderstanding the Message

Writing for ClarityWriting for Clarity

Use symbols, acronyms, and slogansUse symbols, acronyms, and slogans

Avoid jargonAvoid jargon

Avoid clichés and hype wordsAvoid clichés and hype words

Avoid euphemismsAvoid euphemisms

Avoid discriminatory languageAvoid discriminatory language


__ writing for claritywriting for clarity : the nature of the audience : the nature of the audience is an important consideration for any is an important consideration for any communicator , the key is to produce messages communicator , the key is to produce messages that match in content and structure the that match in content and structure the characteristics of the audience .characteristics of the audience .


__ Used symbols , acronyms , and slogansUsed symbols , acronyms , and slogans : Clarity and : Clarity and simplicity of messages are enhanced by the use of simplicity of messages are enhanced by the use of symbols , acronyms and slogans , each is a form of symbols , acronyms and slogans , each is a form of shorthand that quickly conceptualize an idea and shorthand that quickly conceptualize an idea and travels through extend lines of communication .travels through extend lines of communication .

_ The world is full of symbols , such as the Christian _ The world is full of symbols , such as the Christian Cross, and the Crusading sword of the American Cross, and the Crusading sword of the American Cancer society.Cancer society.

_ A _ A symbolsymbol should be unique , memorable and widely should be unique , memorable and widely recognized and organizations spend time and energy recognized and organizations spend time and energy searching for unique symbols the convey the sense of searching for unique symbols the convey the sense of what they are or what they hope to be . what they are or what they hope to be .


_ _ AcronymsAcronyms are another shorthand for conveying are another shorthand for conveying information .information .

_ _ SlogansSlogans help also condense a concept help also condense a concept

_ Avoid Jargon_ Avoid Jargon : one source of blocked communication : one source of blocked communication is technical and bureaucratic Jargon , social scientists is technical and bureaucratic Jargon , social scientists call it Semantic noise , when such language is call it Semantic noise , when such language is delivered to a general audience , jargon interferes delivered to a general audience , jargon interferes with the message and impedes the receiver’s ability to with the message and impedes the receiver’s ability to understand itunderstand it


_ _ Avoid clichés and hype wordsAvoid clichés and hype words : Highly : Highly charged words with connotative meanings can charged words with connotative meanings can pose problems , and overuse of clichés and pose problems , and overuse of clichés and type words can seriously undermine the type words can seriously undermine the credibility of the message .credibility of the message .

__Avoid euphemismsAvoid euphemisms : Euphemism is an : Euphemism is an inoffensive word or phrase that’s less direct inoffensive word or phrase that’s less direct and less distasteful that the one that and less distasteful that the one that represents reality .represents reality .


_ public relations personnel should use positive , _ public relations personnel should use positive , Favorable words to convey message , but they Favorable words to convey message , but they have an ethical responsibility not to use words have an ethical responsibility not to use words that hide information or mislead .that hide information or mislead .

_ corporations also use euphemisms and _ corporations also use euphemisms and doublespeak to hide unfavorable news for doublespeak to hide unfavorable news for example an airline once called the crash of a example an airline once called the crash of a plane the ( involuntary conversion of a 727)plane the ( involuntary conversion of a 727)


_ _ Avoid discriminatory languageAvoid discriminatory language: effective : effective communication means nondiscriminatory communication means nondiscriminatory communication . Public relation personnel communication . Public relation personnel should double check every message to should double check every message to eliminate undesirable gender , racial and eliminate undesirable gender , racial and ethnic connotations ethnic connotations

_ also writers should be careful about _ also writers should be careful about descriptive phrases especially for women .descriptive phrases especially for women .

Believing the MessageBelieving the Message

VariablesVariables

Source credibilitySource credibility Context Context

Audience involvement Audience involvement

Believing the MessageBelieving the Message

Leon Festinger’s Theory of Leon Festinger’s Theory of Cognitive Dissonance:Cognitive Dissonance:

““People will not believe a message People will not believe a message Contrary to their predispositions unless a Contrary to their predispositions unless a communicator can introduce information communicator can introduce information that causes them to question their beliefs.”that causes them to question their beliefs.”

ContinuedContinued, ,

_One Key Variable in the communication _One Key Variable in the communication process is process is source credibilitysource credibility . Do members of . Do members of audience perceive the source as knowledgeable audience perceive the source as knowledgeable and expert on the subject ? Do they perceive and expert on the subject ? Do they perceive the source as honest and objective or as the source as honest and objective or as representing a special interest ? Audience for representing a special interest ? Audience for example ascribe lower credibility to statements example ascribe lower credibility to statements in advertisement than to the same information in advertisement than to the same information contained in a news article , because News contained in a news article , because News articles are selected by media gatekeepers articles are selected by media gatekeepers


_ Another variable in believability is the _ Another variable in believability is the contextcontext of the message, action (performance) speaks of the message, action (performance) speaks louder than a stack of News releases louder than a stack of News releases

_ we have another barrier to the believability of _ we have another barrier to the believability of messages is the messages is the audience ‘s predispositionsaudience ‘s predispositions , , this problem brings to mind the old saying ‘ this problem brings to mind the old saying ‘ Don’t confuse me with the facts , My mind is Don’t confuse me with the facts , My mind is already made up’already made up’

ContinuedContinued

_ In this case we understood the theory of _ In this case we understood the theory of cognitive dissonance .cognitive dissonance .

_ Dissonance can be created in at least three _ Dissonance can be created in at least three ways :ways :

1.1. Make the target audience aware that Make the target audience aware that circumstances have changedcircumstances have changed

2.2. Give information about new developments Give information about new developments and discoveriesand discoveries

3.3. Use an unexpected spokesperson.Use an unexpected spokesperson.


_ _ Involvement Involvement is another important is another important predisposition that impacts how messages are predisposition that impacts how messages are processed by audience members , involvement processed by audience members , involvement can be described in simple terms as interest or can be described in simple terms as interest or concern for an issue or a product .concern for an issue or a product .

Remembering the MessageRemembering the Message

RepetitionRepetition

Use of multiple channelsUse of multiple channels

SimplicitySimplicity

Remembering the MessageRemembering the Message

_ _ RepetitionRepetition : :*Repetition is necessary because all members of *Repetition is necessary because all members of

a target’s audience don’t see or hear the a target’s audience don’t see or hear the message at the same timemessage at the same time ..

*Repetition reminds the audience , so there is *Repetition reminds the audience , so there is less chance of a failure to remember the less chance of a failure to remember the messagemessage

*It also helps the audience remember the *It also helps the audience remember the audience itselfaudience itself

ContinuedContinued, ,

_ The key to effective communication is to _ The key to effective communication is to convey information in a variety of ways , convey information in a variety of ways , using using multiple communication channelsmultiple communication channels. This . This helps people remember the message as they helps people remember the message as they receive it through different media and extends receive it through different media and extends the message to both passive and active the message to both passive and active audienceaudience

_ Also the message should be _ Also the message should be simplesimple and clear and clear not too complex (simplicity)not too complex (simplicity)

Acting on the MessageActing on the Message

The Five-Stage Adoption ProcessThe Five-Stage Adoption Process

1.1. AwarenessAwareness

2.2. InterestInterest

3.3. EvaluationEvaluation

4.4. TrialTrial

5.5. AdoptionAdoption

Acting on the MessageActing on the Message

Factors that influence message adoption:Factors that influence message adoption:

Relative advantageRelative advantage

CompatibilityCompatibility

ComplexityComplexity

TrialabilityTrialability

ObservabilityObservability

The time FactorThe time Factor

_ Another aspects that confuses people is the _ Another aspects that confuses people is the amount ofamount of time time needed to adopt new idea or needed to adopt new idea or product .depending on the individual and product .depending on the individual and situation , the entire adoption process can situation , the entire adoption process can almost take place if the result is of minor almost take place if the result is of minor consequences or require low level consequences or require low level commitment commitment

How decision are influencedHow decision are influenced

_ The complex of the _ The complex of the adoption processadoption process show the show the public relation communicators need to think public relation communicators need to think about the entire communication process from about the entire communication process from the formulation of the message to the ways in the formulation of the message to the ways in which receivers process the information and which receivers process the information and make decisions , by doing so , communicators make decisions , by doing so , communicators can form more effective message strategies can form more effective message strategies and develop realistic objectives for what can and develop realistic objectives for what can actually be accomplished !actually be accomplished !

Thank youThank you

chapter 7 communication. overview the goals of communication the goals of communication receiving...

Documents

message slide

message acting

message exposure

suitable message

communication slide

twoway communication

communication processes

elements of communication