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1、Part II:Preparation/ProcessChapter Three:Communication 2A 21st-century perspectiveoWe live in a“wired”world.oWords and images flash to millions around the globe in real time.oThe power of communication has never been greater.3What does it mean for you?PR practitioners are professional communicators.
2、You must be the best in your organization at:owritingospeakingolisteningopromotingocounselingRemember,understanding others is critical to the process!4Goals of communication ALL planned communication must have a goal.Here are a few:o To informo To persuadeo To motivateo To build mutual understanding
3、In all efforts,an integrated,strategic approach is key.5Traditional theories of communication oTwo-step flow theoryoConcentric-circle theoryoPat Jacksons Five-Step Process:1.Building awareness2.Developing a latent readiness3.Triggering event4.Intermediate behavior5.Behavioral change6Contemporary the
4、ories of communication The complexity of communications in contemporary society has led us to more“audience-centered”theories:ConstructivismThe message sender must understand:o the receivers beliefs,preferences,and backgroundso how receivers think about issues,then hopefully convince them to adopt a
5、 new point of view7Contemporary theories of communicationoAccording to this theory,we construct our own social realities and ideas about appropriate action.oWhen we interact,we try to coordinate our own beliefs and values with those of othersCoordinated Management of Meaning8Contemporary theories of
6、 communication Grunig-Hunt Public Relations Models:o Press agentry/publicityo Public informationo Two-way asymmetrico Two-way symmetricWhat do each of these mean,and how can they work for the PR practitioner?9Consider the power of the wordoCommunication begins with words.They are among our most pers
7、onal and potent weapons.oWords mean different things to different people depending on race,education,occupation,and personal background.oWords significantly influence the message conveyed to the receiver.oYou,as a PR interpreter,must carefully understand and encode your clients messages.10The messag
8、e: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.11Receivers biasoIt is critical to understand the biases,preferences,and kno
9、wledge of our message receivers.oEveryone is biased;no two people perceive a message the same way.What factors can influence a receivers bias?Lets find out1213Factor 1:StereotypesWe live in a world of stereotypical figures.What images do the following bring to mind?o Gen Xero Feministo PR flacko Lib
10、rarian Like it or not,stereotypes influence communication.14Factor 2:SymbolsConsider the following symbols.What images do they create in your mind?o The clenched fist salute o The Statue of Libertyo The World Trade Centero The Star of Davido The swastikaWhen properly used,symbols can be highly persu
11、asive.15Factor 3:SemanticsoAgain,words mean different things to different people.oLanguage and the meanings of words are always changing.16Factor 4:Peer groupsoRecall the power of peer pressure from your high-school days.Did it ever cause you to believe or do things that you normally wouldnt?oTo fra
12、me effective messages,PR professionals must understand the intricacies of peer-group influences on attitude and action.17Factor 5:MediaThe media is a powerful agenda setter.The Agenda-Setting Hypothesis states that:o The media do not reflect reality:they filter and shape it.o Media concentration on
13、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.18Feedback:the final linkCommunicators must get feedback to know what messages are getting through,and how to structure fut
14、ure communications.You arent really communicating unless your recipient:o hears your message.o understands it.o Reacts to it.19What happens next?Once the message is clearly understood,it may trigger one of several effects:o Change attitudeso Crystallize attitudeso Create a wedge of doubto Do nothing
15、 at all20Summing it all upoPR professionals make their living largely by knowing how to use words to communicate desired meanings.Hone your expertise in this area.oCommunication must always follow performance.Slick publications and winning websites may capture the publics attention,but in the end,proper performance is the only way to win continued public support.