Recap

1. Recap • What is Communication? • How do we Communicate? • What is a Skill? • Language Skills • Types of Communication • Styles of Communication • The Communication Cycle • Communication in Workplace

2. Week 1 Theories of Communication

3. Discourse/ Dialogue Phoneme Phone=Sound Combination of two or more phonemes= prefixes, suffixes Morpheme Word Phrase, Clause Sentence Syntax= Semantics Paragraph Text

4. Definition of Theory • Theory is any attempt to explain or represent a phenomenon • It helps to answer the “how” and “why” questions about communication

5. Characteristics of Theory • Theory is an abstraction • Theory is a construction • As Robert Cox said • “Theory is always for someone and for some purpose” (Cox, 1981: 128)

6. Goals of Theory • Explanation • Understanding • Prediction • Social change

7. The TWO STEP FLOW theory • The two step flow theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the People’s Choice, • A 1948 study focused on the process of decision-making during Presidential election campaign

8. The TWO STEP FLOW theory • This theory argued that: Ideas often flow from the mass media to the opinion leaders and from them to the less active sections of the population

9. The CONCENTRIC CIRCLE theory 2. The concentric–circle theory: • Theory developed by Elmo Roper • Elmo Roper: (1900-1971) was a pioneer in the fields of market research and public opinion

10. The CONCENTRIC CIRCLE theory The concentric–circle theory stated that ideas evolve gradually to: • The public at large moving in concentric circles from • great thinkers to • great disciples to • great disseminators to • lesser disseminators to • the active audience to • the inert

11. POLITICALLY INERT POLITICALLY INERT POLITICALLY ACTIVE POLITICALLY ACTIVE GREAT DESSIMINATORS GREAT THINKERS IDEA Source: www.csus.edu

12. The DIFFUSION OF THE INTERNET 3. The Diffusion of the Internet: • The Internet as a communications tool has exceeded cultures, boundaries and geographies

13. 4. CONVERGENCE theory 4. Convergence theory: • This digital convergence theory emphasized the new reality of convergence of new technologies • This means that these technologies integrate all digital media types, including video, data, voice in one medium (the MOBILE)

14. 5. SPIRAL OF SILENCE theory 5. Spiral of silence theory: • Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann • She argued that people tend to remain silent when they feel that their views are in the minority • The so-called silent majority fears becoming isolated

15. Why mapping communication thoeries? Why mapping communication thoeries? • Public relations professionals should have an idea about these theories, • because it represents the conceptual foundation which helps them understand the foundations of a successful public relation strategy

16. Goals of communication

17. Goals of communication • In public relations, communication should undergo a process of planning, management and reflection • In public relations every act of communication has a goal, an objective or a purpose

18. Four Typical Communication Goals There are four typical communication goals: • Informing • Persuading • Motivating • Building mutual understanding

19. Four Typical Communication Goals Informing: • The communication goal of public relations is to inform a particular public

20. Four Typical Communication Goals Persuading: • A regular goal of public relations communication is to persuade people to take actions

21. Four Typical Communication Goals Motivating: • Motivation of employees to “pull for the team” is a regular organizational communications goal

22. Four Typical Communication Goals Building mutual understanding: • Public relations communicators often seek to attain mutual understanding between opponents in a group, community or society at large

23. The Publics of Public Relations

24. The Publics of Public Relations Public relations people must communicate with many different publics • each having its own special needs and requiring different types of communication • The lines that divide these publics are thin, and • the overlapping potential is significant

25. The Publics of Public Relations • Publics can be classified into several overlapping categories: • Internal and external: Internal publics are inside the organization: • clerks • supervisors • managers • stockholders • and the board of directors

26. The Publics of Public Relations External publics are those not directly connected with the organization: • The press • Government • Educators • Customers • Suppliers • The community

27. The Functions of Public Relations

28. The Functions of PRs Writing: a fundamental public relations skill • News releases • Speeches • Brochures

29. The Functions of PRs Researching: • Beliefs • Values • Attitudes that influence behavior

30. The Functions of PRs Marketing communication: • other marketing-related functions, such as • Creating brochures • Sales literature • Promotions

31. The Functions of PRs Community relations: • positively putting forth the organization’s • Messages • Images within the community

32. The Functions of PRs Consumer relations: • interfacing with consumers through • Written • Verbal communications

33. SUMMARY • Theories of Communication • Two step Flow Theory • Concentric Circle • Convergence theory • Spiral of Silence Theory • The goals of communication • the function of RPS’S

34. http://www.powershow.com/view/20443-YjhjN/3_Theories_of_Communication_powerpoint_ppt_presentationhttp://www.powershow.com/view/20443-YjhjN/3_Theories_of_Communication_powerpoint_ppt_presentation • Based on a research and Seitel’s The Practice of Public Relations by Dr. Mohammed Ibahrine