PR2008messages2

PR2008messages2 - Communication Principles Message Exposure...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Background image of page 1

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

View Full DocumentRight Arrow Icon
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
Background image of page 2
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
Background image of page 3

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

View Full DocumentRight Arrow Icon
Communication Principles Selective Retention Publics tend to remember only a small part of the messages to which they attend
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 25

PR2008messages2 - Communication Principles Message Exposure...

This preview shows document pages 1 - 5. Sign up to view the full document.

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