PR2008messages

PR2008messages - Communication Principles Message Exposure...

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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...
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PR2008messages - Communication Principles Message Exposure...

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