PR2008messages2 - Communication Principles Message Exposure...

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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
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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
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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
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Communication Principles Selective Retention Publics tend to remember only a small part
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