{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Ch 7 Comm - COMMUNICATION EXECUTION Implementing strategies...

Info icon This preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
COMMUNICATION/ EXECUTION Implementing strategies and tactics by which objectives are achieved Message planning variables: is the proposed message Appropriate? Meaningful? Memorable?
Image of page 1

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

View Full Document Right Arrow Icon
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)
Image of page 2
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
Image of page 3

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

View Full Document Right Arrow Icon
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
Image of page 4
GETTING ATTENTION Theoretical perspectives
Image of page 5

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

View Full Document Right Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}