Communication

1
Communication

• Chapter 7

2
Research, Action, Communication, Evaluation

• Communication follows Research and Program
  Planning (Action) in the public relations process
• Communication is the process by which objectives
  are achieved
• Strategies and tactics may include news releases,
  news conferences, speeches, special events,
  brochures, newsletters, rallies, posters, bumper
  stickers, webcasts

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To be an Effective PR Communicator

• it is important to have an understanding of
• What constitutes communication and how people
  receive messages
• How people process information and change their
  perceptions
• What kind of media and communication tools are
  most appropriate for a particular message

4
Categories of Media/Comm Tools

• Kirk Hallahan, a Colorado State communication
  theorist, lists five categories of media and
  communication toolsand strengths and weaknesses
  of each (Table, p.172)
• Public Medianewspapers, magazines, radio, TV
• Interactive Mediacomputer based WWW, e-mail,
  listserves, chat rooms, bulletin boards
• Controlled Mediabrochures, newsletters,
  sponsored magazines, annual reports, direct mail,
  video brochures
• Events/Groupsspeeches, trade shows, exhibits,
  meetings, conferences, sponsorships,
  anniversaries
• One-on-Onepersonal visits, lobbying, personal
  letters and phone calls, telemarketing

5
Communication Objectives

• While selecting the above tools, communicators
  should determine exactly what objective is being
  sought through the communication. James Grunig,
  University of Maryland PR professor, lists five
  possible objectives
• Message exposuregetting message out via the mass
  media, controlled media, and other forms
  intended audiences are exposed to the message in
  various forms
• Accurate dissemination of the messagethe basic
  information, often filtered by media gatekeepers,
  remains intact
• Acceptance of the messagethe audience not only
  retains the message, but accepts it as valid
• Attitude changethe audience not only believes
  the message, but makes a verbal or mental
  commitment to change behavior as a result of the
  message
• Change in overt behaviormembers of the audience
  actually change their current behavior or
  purchase the product and use it
• (The first two outcomes are much easier to
  achieve than the last three. Many other factors
  must come in to play to achieve the last three
  such as predisposition to the message, peer
  reinforcement, feasibility of the suggested
  action and environmental context, for example)

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Understanding the Message

• Communication can take place only if the sender
  and receiver have a common understanding of the
  symbols being used. This requires
• Effective use of language
• Writing for clarity
• Effective use of symbols, acronyms, and slogans
• Avoiding jargon, clichés, and hype wordsmedia
  gatekeepers and the general public are turned off
  by (and may not understand) technical and
  bureaucratic language (jargon).
• Clichés and excessive hype can undermine the
  credibility of the message. Note list of hype
  words on page 182.

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Also avoid euphemisms

• A euphemism is an offensive word or phrase that
  is less direct and less distasteful than the one
  that represents reality.
• Avoid doublespeak words that pretend to
  communicate but really do not examples ethnic
  cleansing and collateral damage
• Examples used cards as preowned cars layoffs
  or firings as downsizing hunting as
  harvesting.
• Such language can breed suspicion, cynicism,
  distrust, and, ultimately hostility.

8
Avoid discriminatory language

• In todays world, effective communication also
  means nondiscriminatory communication.
• PR personnel should double-check every message to
  eliminate undesirable gender, racial, and ethnic
  connotations.
• Examples manpower is now personnel, workers,
  or employees. Manmade is now artificial or
  synthetic. Firemen are firefighters
  stewardesses are flight attendants and fisherman
  are just fishers.

9
Believing, remembering, actingon the message

• Believing the Message
• The importance of source credibility
• Do audience members 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?
• Audiences, for example, give lower credibility to
  statements made in advertising than to the same
  information contained in a news article, because
  news articles are selected and checked out by
  media gatekeepers
• Remembering the Message
• The importance of repetition
• Not all audience members see or hear message at
  same time
• Reminds the audience so less chance of
  forgetting
• Can lead to improved learning penetrate
  resistance/indifference

10
Acting on the MessageThe Five-Stage Adoption
Process

• Getting people to act on a message is not a
  simple process. A key to this is understanding
  the adoption process
• Awarenessa person becomes aware of an idea or
  new product, often through an ad, news story or
  word-of-mouth
• Interestperson seeks more information perhaps by
  picking up a pamphlet, ordering a brochure, or
  reading an in-depth article in a newspaper,
  magazine, or on-line
• Evaluationhow the product or idea meet a
  persons specific needs and wants? Feedback from
  friends and family is part of this process
• Trialtrying the product or idea on an
  experimental basis by using a sample, witnessing
  a demonstration, or making qualifying statements
  such as, I read
• Adoptionperson begins to use the product on a
  regular basis or integrates the idea into his or
  her belief system

11
Which One Are You? Research shows people
approach innovation in different ways depending
on personality traits and the risk involved

• InnovatorsAdventuresome and eager to try new
  ideas
• Early AdoptersSavvy individuals who keep up with
  new ideas/products, often the opinion leaders for
  their friends and colleagues
• Early MajorityTake a deliberate, pragmatic
  approach to adopting ideas
• Late MajorityOften skeptical and somewhat
  resistant but bow to peer pressure
• LaggardsVery traditional and the last group to
  adopt a new idea or product