Communication for PR Practitioners
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The document discusses the key aspects of public relations communication. It outlines the RACE model of public relations as a process involving research, action, communication, and evaluation. It emphasizes that communication should be appropriate, meaningful, memorable, understandable, and believable. It also discusses having clear objectives, how communication happens through shared experiences, the differences between active and passive audiences, being memorable, and the diffusion of innovation model.
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Communication for PR Practitioners
- 2. Public Relations as Process: R.A.C.E. Research Evaluation Action Comm. Copyright © Allyn and Bacon 2009
- 3. Communication Should Be . . . • Appropriate • Meaningful • Memorable • Understandable • Believable Copyright © Allyn and Bacon 2009
- 4. What’s Your Objective? Copyright © Allyn and Bacon 2009
- 5. How Does Communication Happen? http://www.flickr.com/photos/trebolazul/589987941/ Copyright © Allyn and Bacon 2009
- 6. Copyright © Allyn and Bacon 2009
- 7. Shared Experience Copyright © Allyn and Bacon 2009
- 8. Two Types of Audiences • Active • Passive http://www.flickr.com/photos/joachim_s_mueller/531301122/ http://www.flickr.com/photos/8070463@N03/2701117725/ Copyright © Allyn and Bacon 2009
- 9. Being Memorable http://girlgetyourhairback.com/wp- content/uploads/2009/01/shampoo.jpg Copyright © Allyn and Bacon 2009
- 10. Diffusion of Innovation Copyright © Allyn and Bacon 2009
- 11. Contact Me Barbara B. Nixon, Assistant Professor of Public Relations Georgia Southern University E-mail: bnixon@georgiasouthern.edu Twitter: barbaranixon Skype: barbara.b.nixon Copyright © Allyn and Bacon 2009
Notas del editor
- Lightning Round of Wait Wait Don’t Tell Me
- Alone, draw how this process works.Then, in groups of three or four, compare drawings.Create a group drawing. Each person must contribute. Use at least 3 different colors.Write each person’s name on the back, and t urn in before you leave today.NOTES from the chapter:Message dissemination is the beginning of the communication process and leads to opinion change and adoption of products and services. Six elements in the process are: Receiving the Message Paying Attentions to the Message Understanding the Message Believing the Message Remembering the Message Acting on the MessageSeveral communication models explain how a message moves from the sender tot he recipient.Most communication models incorporate the following four basic elements: Sender/source (encoder) A message A channel A receiver (decoder)A fifth element, feedback from the receiver to the sender, is in modern communication models.
- Wilbur Schramm’s model embodies the concept of “shared experience,” which means little or no communication is achieved unless the sender and the receiver share a common language and even an overlapping cultural or educational background. Schramm’s model incorporates the idea of continuous feedback. Both the sender and the receiver continually encode, interpret, decode, transmit, and receive information.
- Communication strategies should be designed to attract the attention of two kinds of audiences: passive audiences and active audiences.Passive audiences pay attention to a message only because it is entertaining and offers a diversion.Active audiences are already at the interest stage of the adoption process and seek more sophisticated supplemental information.