Communication follows Research and Program Planning (Action) in the public relations process Communication is the process by which objectives are achieved Strategies and tactics may include news releases, news conferences, speeches, special events, brochures, newsletters, rallies, posters, bumper stickers, webcasts …it is important to have an understanding of: What constitutes communication and how people receive messages How people process information and change their perceptions What kind of media and communication tools are most appropriate for a particular message Kirk Hallahan, a Colorado State communication theorist, lists five categories of media and communication tools—and strengths and weaknesses of each: (Table, p.172) Public Media—newspapers, magazines, radio, TV Interactive Media—computer based WWW, e-mail, listserves, chat rooms, bulletin boards Controlled Media—brochures, newsletters, sponsored magazines, annual reports, direct mail, video brochures Events/Groups—speeches, trade shows, exhibits, meetings, conferences, sponsorships, anniversaries One-on-One—personal visits, lobbying, personal letters and phone calls, telemarketing

1. CommunicationCommunication
Noman AleemNoman Aleem
Food Safety Quality ManagementFood Safety Quality Management
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2. Research, Action,Research, Action, CommunicationCommunication,, EvaluationEvaluation
 Communication follows Research andCommunication follows Research and
Program Planning (Action) in the publicProgram Planning (Action) in the public
relations processrelations process
 Communication is the process by whichCommunication is the process by which
objectives are achievedobjectives are achieved
 Strategies and tactics may include newsStrategies and tactics may include news
releases, news conferences, speeches,releases, news conferences, speeches,
special events, brochures, newsletters,special events, brochures, newsletters,
rallies, posters, bumper stickers, webcastsrallies, posters, bumper stickers, webcasts

3. To be an Effective PR Communicator…To be an Effective PR Communicator…
……it is important to have an understanding of:it is important to have an understanding of:

What constitutes communication and howWhat constitutes communication and how
people receive messagespeople receive messages

How people process information and changeHow people process information and change
their perceptionstheir perceptions

What kind of media and communication toolsWhat kind of media and communication tools
are most appropriate for a particular messageare most appropriate for a particular message

4. Categories of Media/Comm ToolsCategories of Media/Comm Tools
 Kirk Hallahan, a Colorado State communicationKirk Hallahan, a Colorado State communication
theorist, lists five categories of media andtheorist, lists five categories of media and
communication tools—and strengths andcommunication tools—and strengths and
weaknesses of each:weaknesses of each: (Table, p.172)(Table, p.172)

Public Media—newspapers, magazines, radio, TVPublic Media—newspapers, magazines, radio, TV

Interactive Media—computer based WWW, e-mail,Interactive Media—computer based WWW, e-mail,
listserves, chat rooms, bulletin boardslistserves, chat rooms, bulletin boards

Controlled Media—brochures, newsletters, sponsoredControlled Media—brochures, newsletters, sponsored
magazines, annual reports, direct mail, videomagazines, annual reports, direct mail, video
brochuresbrochures

Events/Groups—speeches, trade shows, exhibits,Events/Groups—speeches, trade shows, exhibits,
meetings, conferences, sponsorships, anniversariesmeetings, conferences, sponsorships, anniversaries

One-on-One—personal visits, lobbying, personalOne-on-One—personal visits, lobbying, personal
letters and phone calls, telemarketingletters and phone calls, telemarketing

5. Communication ObjectivesCommunication Objectives
 While selecting the above tools, communicators shouldWhile selecting the above tools, communicators should
determine exactly what objective is being sought throughdetermine exactly what objective is being sought through
the communication. James Grunig, University ofthe communication. James Grunig, University of
Maryland PR professor, lists five possible objectives:Maryland PR professor, lists five possible objectives:

Message exposure—getting message out via the mass media,Message exposure—getting message out via the mass media,
controlled media, and other forms; intended audiences arecontrolled media, and other forms; intended audiences are
exposed to the message in various formsexposed to the message in various forms

Accurate dissemination of the message—the basic information,Accurate dissemination of the message—the basic information,
often filtered by media gatekeepers, remains intactoften filtered by media gatekeepers, remains intact

Acceptance of the message—the audience not only retains theAcceptance of the message—the audience not only retains the
message, but accepts it as validmessage, but accepts it as valid

Attitude change—the audience not only believes the message,Attitude change—the audience not only believes the message,
but makes a verbal or mental commitment to change behaviorbut makes a verbal or mental commitment to change behavior
as a result of the messageas a result of the message

Change in overt behavior—members of the audience actuallyChange in overt behavior—members of the audience actually
change their current behavior or purchase the product and use itchange their current behavior or purchase the product and use it
(The first two outcomes are much easier to achieve than the last three.(The first two outcomes are much easier to achieve than the last three.
Many other factors must come in to play to achieve the last three suchMany other factors must come in to play to achieve the last three such
as predisposition to the message, peer reinforcement, feasibility of theas predisposition to the message, peer reinforcement, feasibility of the
suggested action and environmental context, for example)suggested action and environmental context, for example)

6. Understanding the MessageUnderstanding the Message
 Communication can take place only if the senderCommunication can take place only if the sender
and receiver have a common understanding ofand receiver have a common understanding of
the “symbols” being used. This requires:the “symbols” being used. This requires:

Effective use of languageEffective use of language

Writing for clarityWriting for clarity

Effective use of symbols, acronyms, and slogansEffective use of symbols, acronyms, and slogans

Avoiding jargon, clichés, and hype words—mediaAvoiding jargon, clichés, and hype words—media
gatekeepers and the general public are turned off bygatekeepers and the general public are turned off by
(and may not understand) technical and bureaucratic(and may not understand) technical and bureaucratic
language (jargon).language (jargon).

Clichés and excessive hype can undermine theClichés and excessive hype can undermine the
credibility of the message. Note list of hype words oncredibility of the message. Note list of hype words on
page 182.page 182.

7. Also avoid euphemismsAlso avoid euphemisms
• A euphemism is “an offensive word or phrase thatA euphemism is “an offensive word or phrase that
is less direct and less distasteful than the one thatis less direct and less distasteful than the one that
represents reality.”represents reality.”
• Avoid “doublespeak”– words that pretend toAvoid “doublespeak”– words that pretend to
communicate but really do not– examples: “ethniccommunicate but really do not– examples: “ethnic
cleansing” and “collateral damage”cleansing” and “collateral damage”
• Examples: used cards as “preowned” cars; layoffsExamples: used cards as “preowned” cars; layoffs
or firings as “downsizing;” hunting as “harvesting.”or firings as “downsizing;” hunting as “harvesting.”
• Such language can “breed suspicion, cynicism,Such language can “breed suspicion, cynicism,
distrust, and, ultimately hostility.”distrust, and, ultimately hostility.”

8. Avoid discriminatory languageAvoid discriminatory language
 In today’s world, effective communication alsoIn today’s world, effective communication also
means nondiscriminatory communication.means nondiscriminatory communication.
 PR personnel should double-check everyPR personnel should double-check every
message to eliminate undesirable gender, racial,message to eliminate undesirable gender, racial,
and ethnic connotations.and ethnic connotations.
 Examples: “manpower” is now “personnel,Examples: “manpower” is now “personnel,
workers, or employees.” “Manmade” is nowworkers, or employees.” “Manmade” is now
“artificial or synthetic.” Firemen are firefighters;“artificial or synthetic.” Firemen are firefighters;
stewardesses are flight attendants; andstewardesses are flight attendants; and
fisherman are just fishers.fisherman are just fishers.

9. Believing, remembering, actingBelieving, remembering, acting
on the messageon the message
 Believing the MessageBelieving the Message

The importance of “source credibility”The importance of “source credibility”
• Do audience members perceive the source as knowledgeable andDo audience members perceive the source as knowledgeable and
expert on the subject?expert on the subject?
• Do they perceive the source as honest and objective or asDo they perceive the source as honest and objective or as
representing a special interest?representing a special interest?
• Audiences, for example, give lower credibility to statements made inAudiences, for example, give lower credibility to statements made in
advertising than to the same information contained in a news article,advertising than to the same information contained in a news article,
because news articles are selected and checked out by mediabecause news articles are selected and checked out by media
gatekeepersgatekeepers
 Remembering the MessageRemembering the Message

The importance of repetitionThe importance of repetition
• Not all audience members see or hear message at same timeNot all audience members see or hear message at same time
• Reminds the audience– so less chance of forgettingReminds the audience– so less chance of forgetting
• Can lead to improved learning; penetrate resistance/indifferenceCan lead to improved learning; penetrate resistance/indifference

10. Acting on the MessageActing on the Message
The Five-Stage Adoption ProcessThe Five-Stage Adoption Process
Getting people to act on a message is not a simpleGetting people to act on a message is not a simple
process. A key to this is understanding the adoptionprocess. A key to this is understanding the adoption
process:process:

Awareness—a person becomes aware of an idea or newAwareness—a person becomes aware of an idea or new
product, often through an ad, news story or word-of-mouthproduct, often through an ad, news story or word-of-mouth

Interest—person seeks more information perhaps by picking upInterest—person seeks more information perhaps by picking up
a pamphlet, ordering a brochure, or reading an in-depth article ina pamphlet, ordering a brochure, or reading an in-depth article in
a newspaper, magazine, or on-linea newspaper, magazine, or on-line

Evaluation—how the product or idea meet a person’s specificEvaluation—how the product or idea meet a person’s specific
needs and wants? Feedback from friends and family is part ofneeds and wants? Feedback from friends and family is part of
this processthis process

Trial—trying the product or idea on an experimental basis byTrial—trying the product or idea on an experimental basis by
using a sample, witnessing a demonstration, or makingusing a sample, witnessing a demonstration, or making
qualifying statements such as, “I read…”qualifying statements such as, “I read…”

Adoption—person begins to use the product on a regular basisAdoption—person begins to use the product on a regular basis
or integrates the idea into his or her belief systemor integrates the idea into his or her belief system

11. Which One Are You?Which One Are You?
Research shows people approach innovation in differentResearch shows people approach innovation in different
ways depending on personality traits and the risk involvedways depending on personality traits and the risk involved
 InnovatorsInnovators—Adventuresome and eager to try new ideas—Adventuresome and eager to try new ideas
 Early AdoptersEarly Adopters—Savvy individuals who keep up with new—Savvy individuals who keep up with new
ideas/products, often the opinion leaders for their friends andideas/products, often the opinion leaders for their friends and
colleaguescolleagues
 Early MajorityEarly Majority—Take a deliberate, pragmatic approach to—Take a deliberate, pragmatic approach to
adopting ideasadopting ideas
 Late MajorityLate Majority—Often skeptical and somewhat resistant but bow—Often skeptical and somewhat resistant but bow
to peer pressureto peer pressure
 LaggardsLaggards—Very traditional and the last group to adopt a new—Very traditional and the last group to adopt a new
idea or productidea or product