Chapter 7: Communication
James Grunig, proffesor emeritus of public relations at University of Maryland, listed these five possible objectives for a communicator:
- Message exposure. PR personnel provide materials to the mass media and disseminate other messages through controlled media.
- Accurate dissemination of the message. The basic information often filtered by media gatekeepers, remains intact as it is transmitted through various media.
- Acceptance of the message. Based on its view of reality, the audience not only retains the message, but accepts it as valid.
- Attitude change. The 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 behavior. Members of the audience actually change their current behavior or purchase the product and use it.
Writing for clarity:
- Clarity and simplicity of message are enhanced by the use of symbols, acronyms, and slogans
- Avoid jargon
- Avoid cliches and hype words
- Avoid euphemisms
- Avoid discriminatory language
All information in this post can be found in Public Relations: Strategies and Tactics 9th Edition