PR2008messages

PR2008messages - Communication Principles • Message...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Communication Principles • Message Exposure – Publics are exposed to messages through a limited number of media – Publics are exposed to only a small portion of all available messages • Strategic Response – Choose strategic media – Create multiple media plans Communication Principles • Selective Attention – Of the messages to which publics are exposed, people will attend to only a few – People tend to pay attention to messages consistent with their attitudes and interests • Strategic Responses – Use attention-getting strategies--novelty, drama, conflict, action, visuals, sounds – Highlight public interests and values Communication Principles • Selective Interpretation – Publics tend to interpret messages according to their preexisting values, attitudes, and opinions • Strategic Responses – Use strategic language to preserve openness; avoid “hot” language to prevent polarization – Incorporate broadly accepted values into your message Communication Principles...
View Full Document

{[ snackBarMessage ]}

Page1 / 21

PR2008messages - Communication Principles • Message...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online