These notes are taken from Chapter 7, Communication, in the text Public Relations: Strategies and Tactics.

The third step in the Public Relations process, after research and planning, is communication. This step, also called execution, is the most visible part of Public Relations work.

Five possible objectives for a communicator:

  • Message exposure
  • Accurate dissemination of the message
  • Acceptance of the message
  • Attitude change
  • Change in overt behavior

Five elements of communication:

  • Encoder
  • Interpreter
  • Decoder
  • Source
  • Signal
  • Destination

Tips for writing with clarity:

  • Use symbols, acronyms, and sloagans
  • Avoid jargon
  • Avoid cliches and hype words
  • Avoid euphemisms
  • Avoid discriminatory language

The Five-Stage Adoption Process:

  1. Awareness of a new idea or product
  2. Interest in the idea or product
  3. Evaluation of the idea or product
  4. Trial by testing the product on an experimental basis
  5. Adoption before support and reinforcement of the idea

Factors that effect the Five-Stage Adoption Process:

  1. Relative advantage
  2. Compatibility
  3. Complexity
  4. Trial-ability
  5. Observability

Levels of innovation, based on personality traits and the risks involved:

  • Innovators: Venturesome and eager to try new ideas
  • Early Adopters: Individuals who keep up with the latest ideas and products
  • Early Majority: Individuals who take a deliberate approach to adopting ideas
  • Late Majority: Individuals who are skeptical and resistant to peer pressure
  • Laggards: Traditional individuals, the last to adopt a new idea or product
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