Chapter 7
Chapter 7 goes in depth on
communication and dissects it for its elements and objectives. The chapter
first states the requirements in order to be an effective communicator. Those
requirements are the knowledge of the following: 1. What constitutes communication
and how people receive messages. 2. How people process information and change
their perceptions, and 3. What kinds of media and communication tools are the
most appropriate for a particular message.
The chapter then goes on to
describe Media as a tool for public relations affiliates. In this description,
it pegs five possible objectives for communication: message exposure, accurate
dissemination of the message, acceptance of the message, attitude change, and
change in overt behavior.
The chapter then pairs off five
elements of communication, pegging a sort of cycle of communication. These
elements are that communication has a sender, a message, a channel, a receiver
and feedback. Focusing on the receiver,
the chapter then explains the difference between passive audiences and active
audience. The difference between the two is that passive audiences are
audiences that receive messages better with slogans or photos. Active audiences
are those who have former interest in what the message is.
The chapter then defines some
different ways of receiving the messages. It points out that the more people
you have receiving a message the harder it is to communicate that message.
Communicators may also need to tailor their messages to certain audience
depending on the recipient. To understand the message, communicators should
avoid jargon and use clear language. For an audience to believe a message they
must act on a certain level of involvement. Extensive repetition is necessary
to remember the message. Lastly, acting on the message depends on awareness,
interest, evaluation, trial, and adoption.
Chapter 8 focuses on the evaluation
stage in the process of the program plan in Public Relations. In its
definition, evaluation is “the measurement of results against objectives.” In
order to proceed with an evaluation, objectives must first exist.
The book then lists and describes
six ways to evaluate objectives. The first is measurement of production.
Measurement of production is the evaluation of an employees output. The second
evaluation is measurement of message exposure. This is essentially a
measurement of how the message is created and what types of factors are used in
the message. For example, this would be calculating how many key messages are
in the original message, or how much coverage the message had. The second form
of evaluation is measurement of audience awareness. This is the evaluation of
how well received the audience is with the message. The fourth measurement of
evaluation is audience attitudes. This is the evaluation of an audience’s
opinion on a message. The fifth measurement form is measurement of audience
action. This is a measurement of how the audience acted after the message was
received. The sixth form of evaluation is measurement of media exposure. This
form varies in its nature. These evaluations could be assessed via hits on the
internet, media impressions, systematic tracking, or other forms of media
tracking.
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