Chapter 3 Public communication PDF

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Keith L. Forest...

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Chapter 3 - Communications Practice and Performance Communication defined - The process of exchanging information, imparting ideas and making oneself understood by others - Two way- process of reaching mutual understanding in which participants not only exchange (encode-decode) information, news, ideas, and feelings but also create and share meaning in general - A means of connecting people or places Expectations of public relations practitioners - PR professionals are by definition professional communicators - Required to be most skilled communicator - Best writers - Best speakers - Most knowledgeable about the media and communication theory 4 Goals of Communication - Informing- educating a particular public about your product - Persuade- get people to take a certain action , can be subtle. Like our brand more than someone elses, or like your idea more than another brand - Motivate - move the staff/ employees to action - Regular organizational goal is for employees to pull for the team - Build mutual understanding Traditional Theories -Two step flow theory- organization beams messages to mass media which will then deliver that message to the great mass of readers, listeners, and viewer for their response Concentric- circle theory - Developed by Pollster Elmo Roper assumed that ideas evolve gradually to the public at large and suggest that people would accept ideas from leaders rather than mass media - A spokesperson is the mouthpiece or center piece for particular situation Patrick Jackson 5 Step Process 1. Building awareness- through all communications such as publicity, to advertising, to public speaking to word of mouth

2. Developing a latent readiness- people form an opinion based on knowledge, emotion, intuition, memory, and relationships 3. Triggering event- something that makes you want to change your behavior. Seeing a jewelry ad near valentines day 4. Intermediate behavior- when someone determines how to apply a desired behavior. If you buy the jewelry 5. Behavioral change- the adoption of new behavior. Actually doing it S-E-M-D-R ( source, encoding message, decoding, receiver) - Suggests that the communication process begins with the source (S) issues a message (M) to a receiver ® who then decides what action to take, if any relative to the communication - Two additional steps, and encoding (E) Contemporary theories of communication Coordinated management and meaning - Based on social interaction assumes that we communicate we construct our own social realities of what is going on and the appropriate actions to take Constructionism - Suggests that the knowledge is constructed not transmitted - Suggest that in communicating its important to have some knowledge of the and his or her beliefs predilections and background Press Agentry/ Publicity- one way communication that beams messages from a source to a receiver with the empress of intention of winning favorable media Public information- another early form of one way communication designed to inform Two way Asymmetric- two way communication approach allowing an organization to put outs its information and receive feedback for its public Two way symmetric- preferred way of communicating advocates free and equal information flow between an organization and its public The Word - Words are personal and potent weapons - Words are perpetually changing

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Discriminatory language is particularly sensitive Understanding semantics is important Encoding the client's message- public relations “interpreter”

The content is the message - Most popular theory - Meaning of the article or intent of the speech most important - Medium and communicator less important than the content The medium is the message - Content less important than the medium which the message is carried - Theory from Marshull Mcluhan relevant today because reputation and integrity of media sources can vary wildly - Personal bias is brought to bear in accessing power and believability of messages The messenger is the message- The speaker can persuade, regardless of the message or medium - Charisma may play a part in persuasion - Speakers words, body, eyes, attitude, timing, wit, presence form a composite that influences the listener Spiral of Silence - Suggests that communications that work well depend on the silence and non participation of a huge majority - This so-called majority fears becoming isolated from and therefore ostracized by most of their colleagues. Thus they invariably choose to vote with the majority Receivers bias - Message decoding depends on the person’s perception - Everyone is biased Stereotypes - Most people are victims of stereotypes - Stereotypes influence communication - Example: person wearing glasses is more believable Symbols - Symbols leave distinct impressions on most people - Symbols can persuade - Persuasion can be positive or negative Semantics

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Use words to effectively communicate desired meanings Same words hold contrasting meanings for different people Language and the meaning of words change constantly Consider consequences of words you plan to use before using them

Peer Groups - Peer pressure influences the way messages are perceived - Peer groups influence attitudes and actions Media - Media is a powerful agenda setter - Traditional media may have lost some clout due to social media, the internet, cable news, and talk radio - The new york times, the washington post, and USA today are still usually the most powerful for setting agendas - Public relations professionals have a direct role for setting the agenda for others Feedback - Communicator must get feedback from receiver - Know what messages are or are not getting through - Know how to structure future communications - Effective communication does not take place if the message doesn't reach the intended receivers - The message does not exert the desired effect on the receivers - effective messages include - attitude changes - attitude crystallization -creation of a wedge of doubt - no effect Howard schultz - Founder and executive chairman of starbucks corporation - He served as CEO of the company january 2008- april 2017 - He grew up in brooklyn. Father worked many blue collar jobs while his mother took care of the children - Also served on the board of e- commerce company groupon, Inc. from early 2011 to april 2012...