Public Communication

Public Communication - PublicCommunication 15:14...

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Public Communication 15:14 Why am I speaking to the audience on this occasion? WHY:  purpose  to inform  to persuade  to entertain AM I  Credibility:  o expertise/knowledge/competence  o trustworthiness, honesty, sincerity  o similarity, likability  o dynamism  Power  o http://www.americanrhetoric.com/speeches/winstonchurchillbloodtoiltearss     weat.htm SPEAKING TO THIS  AUDIENCE  Audience analysis:  1. Demographics and Psychographics  2. Beliefs  o set of all we see as true or probable  o things we evaluate as true or false  o 2 types:  a. peripheral (variable)  b. core (fixed) 3. Attitudes  o predisposition to act positively or negatively 
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o toward a topic or person  o things we evaluate as right or wrong  o 3 dimensions:  a. Cognitive (what we know)  b.  Affective (how we feel)  c.  Behavioral (tendency to act) 4. Values 
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