PBRL 270 1st Edition Lecture 12Outline of Last Lecture I. Communication Theorya. The goals of communicationb. PR communicationc. Purpose of communication campaignsII. Essential Components of Message Strategya. Communication is a receiver phenomenonIII. 7 C’s of communicationOutline of Current Lecture I. Situational Theorya. How do you get audience to pay attention?b. Why should they believe/trust?c. How will audience remember?II. Media Importance by Stagea. Influencing factorsb. Hallahan’s Integrated PR media modelc. Agenda SettingIII. What is a theory and why bother?Current LectureI. Situational Theory- Non-publics – publics who aren’t affected and don’t interact- Latent publics – not aware that they’re affected- Aware public – aware of organization, but they don’t take action- Active publics – take actiona. How do you get audience to pay attention?- Situational theory of publics – active, passive, etc?- Passive audience requires entertainment, engagement and repetition- Sound, visual aides- Inverted pyramid style – most important stuff first- Start from points of agreement, shared valuesb. Why should they believe/trust?- Source credibility – trustworthiness, expertise and sincerity (attractiveness)These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Actions speak louder than words- What is said vs. who says itc. How will audience remember?- Use multiple channels multiple times- Repetition, repetition, repetition – the entire message; key points within a messageII. Media Importance by Stage- Awareness mass channels- Interest media, agencies, friends- Evaluation friends and colleagues- Trial dealers, salespeople, agencies, friends- Adoption personal experiencea. Influencing factors- Relative advantage- Compatibility- Complexity- Trialability – can you use it?- Observabilityb. Hallahan’s Integrated PR media model- Public Media- Interactive Media- Controlled Media- Events/Groups- One-on-onec. Agenda Setting- How the media shapes informationIII. What is a theory and why bother?- A theory is a set of assumptions used to explain how a process works and to predict what will result from that process. It helps us understand barriers to
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