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Part II: Preparation/Process

Part II: Preparation/Process. Chapter Three: Communication . A 21 st -century perspective. We live in a “wired” world. Words and images flash to millions around the globe in real time. The power of communication has never been greater. What does it mean for you?.

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Part II: Preparation/Process

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  1. Part II: Preparation/Process Chapter Three:Communication

  2. A 21st-century perspective • We live in a “wired” world. • Words and images flash to millions around the globe in real time. • The power of communication has never been greater.

  3. What does it mean for you? PR practitioners are professional communicators. You must be the best in your organization at: • writing • speaking • listening • promoting • counseling Remember, understanding others is critical to the process!

  4. Goals of communication ALL planned communication must have a goal. Here are a few: • To inform • To persuade • To motivate • To build mutual understanding In all efforts, an integrated, strategic approach is key.

  5. Traditional theories of communication • Two-step flow theory • Concentric-circle theory • Pat Jackson’s Five-Step Process: 1. Building awareness 2. Developing a latent readiness 3. Triggering event 4. Intermediate behavior 5. Behavioral change

  6. Contemporary theories of communication The complexity of communications in contemporary society has led us to more “audience-centered” theories: Constructivism The message sender must understand: • the receiver’s beliefs, preferences, and backgrounds • how receivers think about issues, then hopefully convince them to adopt a new point of view

  7. Contemporary theories of communication…… • According to this theory, we construct our own social realities and ideas about appropriate action. • When we interact, we try to coordinate our own beliefs and values with those of others Coordinated Management of Meaning

  8. Contemporary theories of communication…… Grunig-Hunt Public Relations Models: • Press agentry/publicity • Public information • Two-way asymmetric • Two-way symmetric What do each of these mean, and how can they work for the PR practitioner?

  9. Consider the power of the word • Communication begins with words. They are among our most personal and potent weapons. • Words mean different things to different people depending on race, education, occupation, and personal background. • Words significantly influence the message conveyed to the receiver. • You, as a PR interpreter, must carefully understand and encode your client’s messages.

  10. The message: what is it? The true importance of words lies in building key messages to move publics to action. We can view them in three different ways: 1. The content is the message. 2. The medium is the message. 3. The person is the message.

  11. Receiver’s bias • It is critical to understand the biases, preferences, and knowledge of our message receivers. • Everyone is biased; no two people perceive a message the same way. What factors can influence a receiver’s bias? Let’s find out……

  12. Factor 1: Stereotypes We live in a world of stereotypical figures. What images do the following bring to mind? • Gen Xer • Feminist • PR flack • Librarian Like it or not, stereotypes influence communication.

  13. Factor 2: Symbols Consider the following symbols. What images do they create in your mind? • The clenched fist salute • The Statue of Liberty • The World Trade Center • The Star of David • The swastika When properly used, symbols can be highly persuasive.

  14. Factor 3: Semantics • Again, words mean different things to different people. • Language and the meanings of words are always changing.

  15. Factor 4: Peer groups • Recall the power of peer pressure from your high-school days. Did it ever cause you to believe or do things that you normally wouldn’t? • To frame effective messages, PR professionals must understand the intricacies of peer-group influences on attitude and action.

  16. Factor 5: Media The media is a powerful agenda setter. The Agenda-Setting Hypothesis states that: • The media do not reflect reality: they filter and shape it. • Media concentration on a few issues leads the public to perceive those issues as more important. By interesting the media in client-centered stories, PR professionals also play a role in agenda setting.

  17. Feedback: the final link Communicators must get feedback to know what messages are getting through, and how to structure future communications. You aren’t really communicating unless your recipient: • hears your message. • understands it. • Reacts to it.

  18. What happens next? Once the message is clearly understood, it may trigger one of several effects: • Change attitudes • Crystallize attitudes • Create a wedge of doubt • Do nothing at all

  19. Summing it all up…… • PR professionals make their living largely by knowing how to use words to communicate desired meanings. Hone your expertise in this area. • Communication must always follow performance. Slick publications and winning websites many capture the public’s attention, but in the end, proper performance is the only way to win continued public support.

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