11thEd_Wilcox_PPT_Chapter07.ppt
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This document contains excerpts from a textbook on public relations strategies and tactics. It discusses concepts related to communication, including models of communication, how audiences receive and process messages, factors that influence attention to and belief in messages, and the five stages of adopting new products or ideas. It also addresses objectives for Chapter 7, which are to understand communication concepts and practice in public relations. Throughout, key concepts are defined and examples are provided.
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The design of a product is now a key driver of its success or failure.
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Hedonic consumption
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Sensory Systems
Vision
Scent
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Touch
Taste
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Marketers communicate meaning on a visual channel using a product’s color, size, and styling.
Gender, age, culture
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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Communication: What’s That
Listening: Receiving, Interpreting, and Responding to Messages from Other Group Members
Communication Principles and Technology
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Communication: What’s That
Communication is the transactional process of simultaneously creating, interpreting, and negotiating shared meaning through interaction
Symbolic (an arbitrary stand-in)
Personal (meaning is in people)
Transactional (simultaneously creating mutual understanding)
Group members are all responsible
Involves content (what) and relational (how) dimensions
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
There are five major characteristics to this seemingly simple definition:
Communication is symbolic. A symbol is anything that arbitrarily stands for something else
Abstract and arbitrary representations
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CD: Does the phrase, “I love you,” or the word “commitment” mean the same thing to each relational partner that uses the phrase or word? What about the word, “deadline”?
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Guard against bad habits
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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11thEd_Wilcox_PPT_Chapter07.ppt
- 1. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Public Relations: Strategies and Tactics 11th Edition, Global Edition Dennis L. Wilcox Glen T. Cameron Bryan H. Reber This multimedia product and its contents are protected under copyright law. The following are prohibited by law: •any public performance or display, including transmission of any image over a network; •preparation of any derivative work, including the extraction, in whole or in part, of any images; •any rental, lease, or lending of the program.
- 2. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Chapter 7 Communication Concepts and Practice in Public Relations
- 3. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Recognize the components of how audiences receive messages and process them Understand the five stages of how individuals adopt a new product or idea Understand the role of effective communication in the public relations process Identify the characteristics of various media channels Be familiar with the communication objectives of a campaign Chapter 7 Objectives
- 4. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. The Goals of Communication Implementing the plan A public relations perspective Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
- 5. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Implementing the Plan Communication = implementation of a decision Goals are to inform, persuade, motivate, or achieve mutual understanding To be an effective communicator you much have the basic knowledge of What constitutes communication and how people receive messages How people process information and change their perceptions What kinds of media and communication tools are most appropriate for a message
- 6. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. A Public Relations Perspective Communicator should ask whether the message is Appropriate Meaningful Memorable Understandable Believable Communicator should know the exact objective sought Message exposure Accurate dissemination of the message Acceptance of the message Attitude change Change in overt behavior
- 7. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Receiving the Message 5 communication elements Source Encoder Signal Decoder Destination 2 key considerations Field of shared experience Continuous feedback loops
- 8. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Schramm’s Communication Model
- 9. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. The Importance of Two-Way Communication Ideal public relations model should be two-way symmetrical (see Grunig) Understanding (not persuasion) is the principle objective Social media two-way symmetrical communication minus nonverbal cues Organizations typically employ mixed-motives models Most effective Two people having a face-to-face conversation Small group discussion
- 10. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Paying Attention to the Message Some theoretical perspectives Passive audiences Active audiences The concept of triggering events Other attention-getting concepts Individuals learn using all 5 senses Raising the ‘need’ level Reflect audience values and predispositions
- 11. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Understanding the Message Effective use of language Writing for clarity Use symbols, acronyms, and slogans Avoid jargon Avoid clichés and hype words Avoid euphemisms Avoid discriminatory language
- 12. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Believing the Message Source credibility Variables in believability The sleeper effect Context of the message Audience’s predispositions Creating cognitive dissonance Circumstances have changed Developments Unexpected spokesperson Involvement
- 13. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Remembering the Message Repetition Provides multiple opportunities for message exposure Helps audience remember the message Improves learning by overcoming audience indifference and resistance Helps offset the “noise” surrounding a message Fight entropy Key points are mentioned in beginning and end Repeat phone # or Web addresses several times Convey info in variety of ways using multiple channels
- 14. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Acting on the Message The Five-Stage Adoption Process Awareness Interest Evaluation Trial Adoption
- 15. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Adoption Model
- 16. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. The Time Factor Innovators Early adopters Early majority Late Majority Laggards
- 17. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. How Decisions Are Influenced Awareness Stage Interest Stage Evaluation, Trial, and Adoption Stages
- 18. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved. Word-of-Mouth Campaigns Source of popularity Recent diffusion of innovations research Internet creates larger networks for feedback Identifying and reaching opinion leaders/influentials/catalysts