Ch 7 Comm - COMMUNICATION EXECUTION Implementing strategies and tactics by which objectives are achieved Message planning variables is the proposed

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COMMUNICATION/ EXECUTION Implementing strategies and tactics by which objectives are achieved Message planning variables: is the proposed message Appropriate? Meaningful? Memorable?
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COMMUNICATION/ EXECUTION Message planning variables: is the proposed message (cont’d) Understandable? Believable? Credible source? Does action match words? Can you counter previous negative audience predispositions? See p. 183 (185) Note also “involvement” p. 184 (186)
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COMMUNICATION/ EXECUTION Five possible objectives 1. Message exposure 2. Accurate dissemination (remains intact despite media gatekeepers) 3. Acceptance (as valid) 4. Attitude change 5. Change in overt behavior
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COMMUNICATION/ EXECUTION Most PR people aim at the first two Easier to evaluate and document However: to be successful, message must be Received Get attention Be understood Be believed Be remembered Be acted upon
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GETTING ATTENTION Theoretical perspectives
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This note was uploaded on 01/13/2011 for the course COM 3523 taught by Professor Levitt during the Spring '10 term at The University of Texas at San Antonio- San Antonio.

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Ch 7 Comm - COMMUNICATION EXECUTION Implementing strategies and tactics by which objectives are achieved Message planning variables is the proposed

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