Chapter 7 Notes: Communication

30 03 2009

After planning, the third step in the public relations process is communication.  This can also be called execution.  The objectives at this stage are exposure, accurate dissemination of the message, attitude change, and change in overt behavior.

For any message that is sent, for it to be considered communication, it must be received.  sender-receiver.  Due to the fact that everyone is unique, this means that everyone receives messages differently.  So, each message is designed specifically for the target audience and how they receive and react to certain messages.  It is is important to understand the state of mind of the people you are trying to reach.  For the passive audiences, style and creativity must be utilized to send a message.  For the more active audiences seeking a certain product or message, the message content must have more depth and clarity.  Public relations professionals must be aware of common language of their target audiences.  This makes the communication easier.  “Key variables in believability include source credibility, context, and the audiences predispositions, especially their level of involvement.  Repeating the message is a good way to keep it at the forefront of a market and minds of those involved.  For a target audience to accept a message, there are five steps to be completed:  awareness, interest, evaluation, trial, and adoption.

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