Amber Laurin's Blog

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Chapter 7 June 24, 2010

Filed under: PRCA 2330,Reading Notes — amberlaurin @ 12:06 pm

Chapter 7: Communication

James Grunig, proffesor emeritus of public relations at University of Maryland, listed these five possible objectives for a communicator:

  1. Message exposure.  PR personnel provide materials to the mass media and disseminate other messages through controlled media.
  2. Accurate dissemination of the message.  The basic information often filtered by media gatekeepers, remains intact as it is transmitted through  various media.
  3. Acceptance of the message.  Based on its view of reality, the audience not only retains the message, but accepts it as valid.
  4. 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.
  5. 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


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