Exam Notes_Introduction & Historical & Theoretical Foundations

Exam Notes_Introduction & Historical & Theoretical Foundations

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Unformatted text preview: DEF IN I T ION OF COM MUN ICAT IONS Communication: a process by which information is exchanged among two or more systems existing within a large supra-system (the environment) with a goal of reducing uncertainty in the future behavior of interacting systems. Key Terms Alternative Terms Process change with respect to time Information that which reduces uncertainty Meaning System collection of components (people, organizations, People animals or computers) Supra-system the Environment Context Goal Intent or not Uncertainty Understanding Exchange simultaneous two-way flow Transfer (1- way) Introduction and H istorical & Theoretical Foundations Public communication campaigns are familiar& essential part of American civic culture Campaign topics range from personal issues (e.g. health) to social issues (e.g. equality, energy conservation) Campaigns are public service programs if their goals are widely supported by the public and policymakers If their goals are controversial , campaigns are regarded as advocacy strategies As societal values change, some campaign topics (e.g. race and gender) move from the second category to the first. Some, e.g. American diet as unhealthy, move from first to second CAMPAIGN STAKEHOLDERS Prior to WWII, principal stakeholders were voluntary associations, mass media, and federal government very active 3 other stakeholders foundations, trade unions, and corporations became increasingly involved in public communication campaigns following WWII Voluntary associations professionals, service oriented, religious and social Mass media through publishing and broadcasting agenda of issues that are important to the public Government agencies conduct and sponsor public cmn campaigns; to use cmn campaigns to foster public awareness and favorable issues toward federal social programs Foundations including endowments and charitable t rusts, similar to govnt agencies in their methods of sponsor cmn campaigns. Tend to be less politicized that govnt agencies and more able to undertake controversial campaigns. Trade unions leverage of public support is important when workers are less skilled and thus more replaceable by management public action like consumer boycott needed to balance the negotiating power of management and labor. Corporations & industry councils promote awareness of activities that have public benefits (e.g. Chevrons People Care Campaign); more serious public benefits (e....
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Exam Notes_Introduction & Historical & Theoretical Foundations

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