"Relating to the Public"

PR Blog Summer 2010

Chapter Seven Reading Notes June 25, 2010

Filed under: Reading Notes — melmomorris @ 2:06 AM

Chapter seven focuses on the third step in the public relations process…communication! Uber important part of the process, without this part, public relations wouldn’t exist!! The book states that communication can also be called ‘execution’. The first step is receiving the message. The message must not only be sent but also received by as many of people as possible. The second step is paying close attention to the message. This means making sure it’s clear to the audience you are trying to reach. Different messages can be interpreted by different people as different things depending on how and when it is received. You need to make sure you factor this in when you choose how to deliver it to your audience. The third step is believing the message. Make sure your message has creditable sources and that it goes along with your audiences predispositions. The fourth step is remembering the message, you want your audience to learn, remember, and take the knowledge with them so repeating the information in different forms to reach different targets is a wise choice. Lastly, Acting on the message is the final step. This is also called the adoption stage. You want your message to have an effect on the recipient and you want them to do what the message says. Once this is achieved then you have mastered communication of your message! 🙂

TEXT: Public Relations Strategies and Tactics 9th edition Dennis L. Wilcox & Glen T. Cameron

Public Relations: Strategies and Tactics, Ninth Edition



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