Chapter 7 Communication

Chapter 7 Communication

Overview The goals of communication Receiving the message Paying attention to the message Understanding the message Believing the message Remembering the message Acting on the message

The Goals of Communications _ The third step in the public relation process after research and planning is communication. This step also called execution ,is the most visible part of public relation work . • Implementing the plan: communication is the implementation of a decision , the process and the means by which objectives are achieved . _ The goal of the communication processes are to inform , persuade , motivate or achieve mutual understanding .

Continued.. _ To be an effective communicator the person must have basic knowledge of 1. what constitutes communication & how people receive messages 2.how people process information and change their perceptions 3.what kinds of media & communication tools are most appropriate for a suitable message .

Public relation perspective _ A number of variables must be considered when planning a message , the communicator should ask whether the proposed messages is: • Appropriate • Meaningful • Memorable • Understandable • Believable to the prospective recipient

Continued .. • James Grunig’s objectives for a communicator are: • Message exposure : P.R personnel provide materials to the mass media and disseminate other messages through controlled media such as newsletters & brochures . • Accurate Dissemination of the message : the basic information often filtered by media gatekeepers • Acceptance of the message : based on its view of reality , the audience not only retains the message but accepts it as valid

Continued.. 4. Attitude change : the audience not only believes the message but makes a verbal commitment to change behavior as a result of a message 5. Change in the overt Behavior : members of the audience change their current behavior or purchase the product and use it _ Grunig says that most public relation experts usually aim at the first two objectives : exposure to the message and accurate dissemination , the last 3 variables depends on a large number of variable mixes.

Receiving the Message 5 Elements of Communication • Encoder • Message • Channel • Receiver • Feedback

Receiving the Message _Feedback is two-way communication between the sender and the receiver. _ one way communication from sender to receiver , only disseminates information . _ Two way communication which establishes a Dialogue between the sender and the receiver .

Paying Attention to the Message A Theoretical Perspective Media Uses and Gratifications theory states that people use the media for their own purposes: • Surveillance • Entertainment • Reinforcement

Paying Attention to the Message Attention-Getting Appeals • Senses • Needs • Values and predispositions • Interests

Paying Attention to the Message _ communicator should think in terms of 5 senses : hearing , smell ,sight , touch and taste _ individuals learn through 5 senses but psychologists estimate that 83% of learning is accomplished through sight _ Other research suggests that audience attention can be generated if the communication raises a need level first . The idea is to hook the audience attention by beginning the message with something that will make its members lives easier or benefit them is some way

Paying Attention to the Message _ Another Techniques to Garner Audience attention is to begin a message with a statements that reflects audience values & disposition this is called Channeling _ people pay attention to messages that reinforce their predisposition . _ Prior knowledge and interest also make people more attention to messages if the message taps current events or something like that

Paying Attention to the Message _ Communication is the act of transmitting information, ideas and attitudes from one person to another , communication can take place if the sender and receiver have a common understanding of the symbols being used .

Understanding the Message _Effective use of language :- Current trends demand that communicators must: • understand cultural differences and conflicting values. • communicate in clear and simple terms.

Understanding the Message Writing for Clarity • Use symbols, acronyms, and slogans • Avoid jargon • Avoid clichés and hype words • Avoid euphemisms • Avoid discriminatory language

Continued .. _writing for clarity : the nature of the audience is an important consideration for any communicator , the key is to produce messages that match in content and structure the characteristics of the audience .

Continued.. _Used symbols , acronyms , and slogans : Clarity and simplicity of messages are enhanced by the use of symbols , acronyms and slogans , each is a form of shorthand that quickly conceptualize an idea and travels through extend lines of communication . _ The world is full of symbols , such as the Christian Cross, and the Crusading sword of the American Cancer society. _ A symbol should be unique , memorable and widely recognized and organizations spend time and energy searching for unique symbols the convey the sense of what they are or what they hope to be .

Continued.. _ Acronyms are another shorthand for conveying information . _ Slogans help also condense a concept _ Avoid Jargon : one source of blocked communication is technical and bureaucratic Jargon , social scientists call it Semantic noise , when such language is delivered to a general audience , jargon interferes with the message and impedes the receiver’s ability to understand it

Continued.. _ Avoid clichés and hype words : Highly charged words with connotative meanings can pose problems , and overuse of clichés and type words can seriously undermine the credibility of the message . _Avoid euphemisms : Euphemism is an inoffensive word or phrase that’s less direct and less distasteful that the one that represents reality .

Continued .. _ public relations personnel should use positive , Favorable words to convey message , but they have an ethical responsibility not to use words that hide information or mislead . _ corporations also use euphemisms and doublespeak to hide unfavorable news for example an airline once called the crash of a plane the ( involuntary conversion of a 727)

Continued .. _ Avoid discriminatory language: effective communication means nondiscriminatory communication . Public relation personnel should double check every message to eliminate undesirable gender , racial and ethnic connotations _ also writers should be careful about descriptive phrases especially for women .

Believing the Message Variables • Source credibility • Context • Audience involvement

Believing the Message Leon Festinger’s Theory of Cognitive Dissonance: “People will not believe a message Contrary to their predispositions unless a communicator can introduce information that causes them to question their beliefs.”

Continued , _One Key Variable in the communication process is source credibility . Do members of audience perceive the source as knowledgeable and expert on the subject ? Do they perceive the source as honest and objective or as representing a special interest ? Audience for example ascribe lower credibility to statements in advertisement than to the same information contained in a news article , because News articles are selected by media gatekeepers

Continued .. _ Another variable in believability is the context of the message, action (performance) speaks louder than a stack of News releases _ we have another barrier to the believability of messages is the audience ‘s predispositions , this problem brings to mind the old saying ‘Don’t confuse me with the facts , My mind is already made up’

Continued _ In this case we understood the theory of cognitive dissonance . _ Dissonance can be created in at least three ways : • Make the target audience aware that circumstances have changed • Give information about new developments and discoveries • Use an unexpected spokesperson.

Continued.. _ Involvement is another important predisposition that impacts how messages are processed by audience members , involvement can be described in simple terms as interest or concern for an issue or a product .

Remembering the Message Repetition Use of multiple channels Simplicity

Remembering the Message _ Repetition : *Repetition is necessary because all members of a target’s audience don’t see or hear the message at the same time. *Repetition reminds the audience , so there is less chance of a failure to remember the message *It also helps the audience remember the audience itself

Continued , _ The key to effective communication is to convey information in a variety of ways , using multiple communication channels. This helps people remember the message as they receive it through different media and extends the message to both passive and active audience _ Also the message should be simple and clear not too complex (simplicity)

Acting on the Message The Five-Stage Adoption Process • Awareness • Interest • Evaluation • Trial • Adoption

Acting on the Message Factors that influence message adoption: • Relative advantage • Compatibility • Complexity • Trialability • Observability

The time Factor _ Another aspects that confuses people is the amount of time needed to adopt new idea or product .depending on the individual and situation , the entire adoption process can almost take place if the result is of minor consequences or require low level commitment

How decision are influenced _ The complex of the adoption process show the public relation communicators need to think about the entire communication process from the formulation of the message to the ways in which receivers process the information and make decisions , by doing so , communicators can form more effective message strategies and develop realistic objectives for what can actually be accomplished !

Thank you

Chapter 7 Communication