This document discusses effective communication strategies for public relations. It identifies three main communication approaches: information, persuasion, and dialogue. Information focuses on message content and channels, persuasion aims to influence people through ethical means, and dialogue involves deeply conscious interaction between parties. Effective communication relies on credibility, control, and charisma. Verbal communication uses words strategically while nonverbal communication employs symbols, images, and behaviors to convey meaning. Barriers to effective communication include physical and psychological noise that interfere with the message.
Evaluating and Measuring the Effects of Public RelationsNosdaComunicacao
Apresentação do Professor Doutor James Grunig, sobre avaliação e mensuração de resultados em comunicação corporativa, durante a Série Encontros de Comunicação Corporativa da Abracom, no dia 06 de agosto de 2009
Evaluating and Measuring the Effects of Public RelationsNosdaComunicacao
Apresentação do Professor Doutor James Grunig, sobre avaliação e mensuração de resultados em comunicação corporativa, durante a Série Encontros de Comunicação Corporativa da Abracom, no dia 06 de agosto de 2009
Research is essential element in public relation. Public relations are the act of
communicating to the public in order to create an acceptable image of the company
in which we are working for. This means a public relations professional need to
understand what the public considers an acceptable image, which is often done
through research. It provides the initial information necessary to plan public
relation action and to evaluate its effectiveness. Without research, public relations
would not be a true management function.
Public relations
Public relations (PR) are the practice of deliberately managing the spread
of information between an individual or an organization (such as a business,
government agency, or a nonprofit organization) and the public.
Public relations are used to build relationships with employees, customers,
stockholders, voters, or the general public.
Public relations research
Public relations research is a simple use of communication to persuade public.
Public relations research is an essential part of public relations management.
Types of Public relations research
There are three types of public relations research. These are in the following:
1. Applied research
2. Basic Research
3. Introspective Research
The descriptions of these are given below:
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
Effective public relations and media strategyShahzaib Khan
Effective Public Relations and Media Strategy,analysis of a text book for Public Relations written in an easy to understand language written in local Context. It Includes case studies from local corporate sector cater to the different areas of public relations.
CÓDIGO DE ÉTICA COMUNICACIÓN SOCIAL - PERIODISMOAle_mar03
Este trabajo está dividido en cuatro etapas:
1. Relaciones entre MORAL- RELIGIÓN-DERECHO Y ÉTICA que se hagan necesarias en su profesión.
2. Conceptos éticos que fundamentan Comunicación Social - Periodismo.
3. Problemas éticos contemporáneos a los que se enfrenta el ejercicio profesional de un Comunicador Social - Periodista.
4. Prácticas responsables que se le exijan a un Comunicador Social - Periodismo.
Research is essential element in public relation. Public relations are the act of
communicating to the public in order to create an acceptable image of the company
in which we are working for. This means a public relations professional need to
understand what the public considers an acceptable image, which is often done
through research. It provides the initial information necessary to plan public
relation action and to evaluate its effectiveness. Without research, public relations
would not be a true management function.
Public relations
Public relations (PR) are the practice of deliberately managing the spread
of information between an individual or an organization (such as a business,
government agency, or a nonprofit organization) and the public.
Public relations are used to build relationships with employees, customers,
stockholders, voters, or the general public.
Public relations research
Public relations research is a simple use of communication to persuade public.
Public relations research is an essential part of public relations management.
Types of Public relations research
There are three types of public relations research. These are in the following:
1. Applied research
2. Basic Research
3. Introspective Research
The descriptions of these are given below:
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
Effective public relations and media strategyShahzaib Khan
Effective Public Relations and Media Strategy,analysis of a text book for Public Relations written in an easy to understand language written in local Context. It Includes case studies from local corporate sector cater to the different areas of public relations.
CÓDIGO DE ÉTICA COMUNICACIÓN SOCIAL - PERIODISMOAle_mar03
Este trabajo está dividido en cuatro etapas:
1. Relaciones entre MORAL- RELIGIÓN-DERECHO Y ÉTICA que se hagan necesarias en su profesión.
2. Conceptos éticos que fundamentan Comunicación Social - Periodismo.
3. Problemas éticos contemporáneos a los que se enfrenta el ejercicio profesional de un Comunicador Social - Periodista.
4. Prácticas responsables que se le exijan a un Comunicador Social - Periodismo.
Module 3 ConclusionThrough this module’s online lectures and textb.docxraju957290
Module 3 Conclusion
Through this module’s online lectures and textbook readings, you analyzed how values and ethics are developed. You also evaluated the importance of accepting and managing diversity effectively.
Here are the key points covered:The six value orientations—individualism or collectivism; preferred personality; view of human nature; human-nature relationship; power distance; long-term vs. short-term orientation—all influence how individuals and groups understand and respond to the world, which in turn, affects how they interact with others.In addition to being truthful, ethical communication involves deciding which information can and should be disclosed or withheld as well as assessing the benefits or harm associated with specific messages.Truthfulness plays a fundamental role in ethical communication due to two reasons, you expect messages to be truthful and messages have consequences. The ethical consequences of sharing or withholding information depend on whether it is likely to help people to make informed decisions or not. A message is considered legitimately private when other parties have no right to expect access to it. Finally, to be an effective communicator, you have to discern the benefits or harm associated with your messages.The process of determining ethical choices and decisions can be based on both individual perspective and communal perspective. When ethics are discussed in an organizational context, the rights of the individual, such as the right to free speech or privacy, assume importance. However, a communal approach focuses on the common good or the best interests of the entire community. The morality of an action is assessed based on its consequences for the group.The three barriers to accepting diversity include preconceptions or lack of knowledge, stereotyping, and prejudice. These internal barriers however, can be overcome by increasing motivation, increasing knowledge of self and others, and avoiding stereotypes.Diversity can enhance your interpersonal effectiveness by increasing your opportunities, enhancing your abilities at work, and improving your self-awareness.
Diversity; Interpersonal Effectiveness
Learning about and accepting diversity can improve your interpersonal effectiveness and increase your personal and professional opportunities. It also allows you to widen your circle of friends and acquaintances and may even open up new business opportunities by helping you work in or manage diverse work groups.
Learning about diversity can increase your effectiveness at work. It can also help improve your ability to communicate with colleagues and customers or clients who differ from you. This may pave the way for organizational rewards and opportunities. In addition, accepting diversity and honing your skills in this area can enhance your self-awareness. Part of accepting and understanding diversity is the ability to understand and critique your own cultural beliefs and values. This understanding ...
Communication Barriers, Strategies, and Social Media Gab Billones
RESPONSIBLE DIGITAL CITIZENSHIP LINKS
Media Balance, Empathy, and Well-Being
https://drive.google.com/file/d/1aDa2NtoYP_aTL6lszHSKwHGKEaBnT_t5/view?usp=sharing
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https://drive.google.com/file/d/1zFYtakBra9c5deFr7ptWaaTk5_JUqpKu/view?usp=sharing
Digital Footprint, Reputation and Identity
https://drive.google.com/file/d/1wVeamBqqM7mETU0bt2asxx9Duh-9jTOU/view?usp=sharing
Cyberbullying, Digital Drama, Hate Speech
https://drive.google.com/file/d/1D9n6pKES9xP0sg2Fw__mKYGHRwcXkWm-/view?usp=sharing
Digital Rights and Responsibilities
https://drive.google.com/file/d/12-xK_cv3XOxEqQ7RuSvqQRSTMoaaH1oF/view?usp=sharing
Audience Analysis Sections 16.1What Is a.docxrock73
Audience Analysis
Sections 16.1
What Is an Audience Analysis?
&
Why Conduct an Audience Analysis?
Public Speaking as
Shared ActivityThe interaction between speaker and audience; speakers jointly create meaning with audiences.Public speaking is an audience-centered activity in which the speaker considers the needs and interest of the audience.Audience analysis is the process of gathering information about the people in the audience so a speaker can understand their needs, values, and expectations.Find an appropriate way to acknowledge and greet your audience.
Choose a
Worthwhile TopicYour topic should reflect regard for the audience; audiences do not want to listen to a speech that is too simple or a topic they already know a great deal about.Many students are tempted to choose an easy topic or a topic they already know a great deal about because it decreases their own workload rather than engaging audience interest.Choose a topic that is interesting enough for you to research and your audience to listen to.
Clarity is ImportantUse straightforward vocabulary and avoid convoluted sentences.
The Risk of ControversyControversial topics are topics about which people disagree.Many controversial topics confront people’s fundamental and closely-held values.There are often more than two perspectives on important controversial topics.How you treat your audience is just as important as how you treat your topic.
Adapting to
Audience NeedsAudiences differ in their perspectives and readiness to accept new ideas.Even in a homogeneous audience, an audience composed of people who are similar to one another, different listeners will understand the same ideas in different ways.Every member of every audience has his or her own frame of reference generated by their unique life experience.
Categories of
Life Experiences Demographic information refers to gender, age range, marital status, race and ethnicity, all of which impact an audience’s perspectives and needs.Socioeconomic status refers to characteristics including income, wealth, level of education, and occupational prestige.Psychographic information involves the beliefs, attitudes, values, and opinions that are most often difficult to predict.
Respecting your audience means that you avoid offending, excluding, or trivializing the beliefs and values they hold.
DiversityRefers not only to racial and ethnic groups, but also to religion, sexual orientation, body size, and physical and mental ability.
Respecting Diverse AudiencesBeing mindful of diversity means being respectful of all people and avoiding racism, ethnocentrism, stereotyping, sexism, ageism, elitism, and other assumptions.It’s easy to assume that people from a given culture are just alike, but they’re not; their social roles, life experiences, and circumstances vary.Frame of reference may be difficult to predict; for instance, we might assume that a successful businessman is primarily interested in p ...
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Strategic planning for public relations chapter 6 koogler
1. STRATEGIC PLANNING FOR
PUBLIC RELATIONS: CHAPTER
6
Written by Ronald Smith
Presented by Julie Koogler
MEDC 5300 S2
Professor Coleman
2. STEP 6: USING EFFECTIVE
COMMUNICATION
Thousands of public relations and marketing messages are seen by
people everyday
That is more than 3 different messages every minute of every hour
Can you imagine trying to reach a certain audience or person to get
your message to stand out?
Effective communication can help with getting the message out and
standing out the correct way.
3. COMMUNICATION PROCESSES
There are several different approaches to
communications, specifically three varieties
Information
Persuasion
Dialogue
4. INFORMATION
Definition: Information focuses on the content and channels of
communication. It involves a message sent by a source to a
receiver, with ideas encoded and interpreted through symbols
(words or images) that are transmitted person-to-person or
through some technical connection (Smith 113).
Harold Lasswell offered a simple verbal formula of
communication: “Who says what to whom with what effect”.
5. PERSUASION
Defined as: Persuasion consciously attempts to influence people, using ethical
means that enhance a democratic society (Smith 115).
Persuasion is an inherent part of social interaction, something that everyone does.
The practice of persuasion is very popular and widespread
In marketing, most companies try to convince potential consumers to buy the
company’s product or services
In public relations, organizations try to convince publics to agree with the concept,
support the candidate, or follow certain procedures
6. DIALOGUE
Defined as: Dialogue involves the deeply conscious interaction of two
parties in communication (Smith 116).
Dialogue involves four goals useful to public relations:
To provide for an information exchange between individuals or groups
To help communication partners make responsible and personally
acceptable decisions
To help revive the original vitality of a relationship
To foster a deep relationship that continues to unite communication
partners ever more closely
7. DIALOGUE CONTINUED
Dialogue also generates two management practices: consensus building
and conflict resolution.
Consensus building: is a process of identifying and then preventing or
over-coming barriers between people and/or organizations (Smith 116).
Conflict resolution: involves making peace and restoring harmony, often
with communication as the primary tool (Smith 116).
8. THREE C’S OF EFFECTIVE
COMMUNICATION
Ethos: is communication effectiveness based on the character
of the speaker and on the common ground shared by speakers
and audiences.
Three C’s of Effective Communication
Credibility
Control
Charisma
9. CREDIBILITY
Credibility: the power to inspire belief is one who demonstrates the qualities of
expertise, status, competence and honesty.
Within credibility is:
Expertise, which means that the source knows what he or she is talking about
Status, is related to expertise but rests more with the audience’s deference to the
social position or prestige of a message source
Competence, the ability to remain calm under pressure and to be clear and
dynamic in presenting the message to others
Honesty, means that the source is willing to provide full and accurate information,
is operating without bias, and thus is worthy of trust
10. CHARISMA
Charisma: The magnetic appeal or personal charm that some message sources
enjoy over an audience (Smith 120).
Within Charisma is:
Familiarity, the extent to which the audience already knows (or thinks it knows) the message source
Likability, the extent to which the audience admires what it knows about the source or what it sees and
hears when the source beings to communicate
Similarity, the extent to which the source resembles the audience (or the way in which audience members
would like to see themselves).
This may be a reflection of audience demographics in terms of age, gender, occupation, ethnicity,
religion, culture, shared values or sociopolitical perspectives.
Attractiveness, which involves the source’s physical looks, demeanor, poise and presence, as well as both
the clothing worn and the setting in which the source is presented
11. CONTROL
Control: which is rooted in a message source’s command over the audience and on
the perceived willingness to exercise that power.
Within Control is:
Power, the raw and recognized ability to dominate and to reward or punish.
Authority, which is the right to rule over or direct the actions of another.
Scrutiny, the ability to examine.
12. LOGOS: APPEALING TO REASON
Factual proposition: states that something exists, based on provable (usually
physical) evidence.
Conjecture proposition: states that something probably exists, based on reasoned
conclusion drawn from physical evidence, and asks audiences to agree with the
conclusion.
Value proposition: identifies the virtue of something, such as the merits (or folly) of
health-care reform. Value claims also relate to objectives dealing with acceptance,
which try to increase interest or build positive attitudes.
Policy proposition: identifies a new course of action and encourages its adoption,
such as advocacy for changing the legal drinking age or for beginning a school
dress code. Policy claims often reflect objectives associated with opinion and
action.
14. VERBAL AND NON VERBAL
COMMUNICATION
Verbal communication occurs through written and spoken words. The right words
and the right use of those words can effectively present your organization’s
message to its publics (Smith 135).
Several verbal factors combine to create an effective message, among them
structure, clarity, power words and ethical language.
Message Structure:
One sided arguments
Two sided arguments
Order of presentations
Final word
15. BARRIERS OF EFFECTIVE
COMMUNICATION
Physical noise, such as ineffective communication channels that do not transmit the
message from sender to receiver or distracting sounds within the communication
process that interfere with the receiver’s reception of the message
Psychological noise, such as emotional distractions by the receiver
Semantic noise, such as the use of jargon that is not understood by the receiver or
other language that carries different meaning for the sender and the receiver, often
because of different backgrounds and experiences
Demographic noise, such as differences between sender and receiver in terms of
age, ethnicity, social status and so on
16. ETHICAL LANGUAGE
Pretentious language: is words or phrases that imply more
than is warranted.
Doublespeak: is outright dishonest language meant to obscure
the real meaning behind the words.
Defamation: is a legal condition to be avoided at all costs.
17. NONVERBAL COMMUNICATION
Nonverbal communication: occurs through actions and cues other than words that
carry meaning (Smith 142).
Images and ambiance create the most powerful and enduring aspects of
communication.
Common types of nonverbal communication
Symbols
Logos
Music
Language
Physical artifacts
Clothing
People
Mascots and Promotional characters
Colors
18. CASE STUDY EXAMPLE
October 1982, Johnson and Johnson had a crisis where an unknown person was
lacing Tylenol Extra-Strength capsules with cyanide
The capsules killed seven people
They stopped production and advertising of Tylenol
Nationwide recall of all Tylenol products
Effective communication was vital in this because of the way the company had to
not only calm down everyone but also save face with the company and what steps
they had to take to resolve the situation and move forward
19. WORKS CITED
Smith, Ronald D. "Using Effective Communication." Strategic Planning
for Public Relations. New York, NY: Routledge, 2017. N. pag. Print.
http://www.pbs.org/newshour/updates/tylenol-murders-1982/