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PR_ch5 - Chapter 5"Communication Theory and Public Opinion...

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Chapter 5 “Communication Theory and Public Opinion”
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Power of Public Opinion Effective communication and ability to persuade others to accept or at least respect your point of view are key to success BOTH are heart of practice of public relations Its important for practitioners to understand how the processes of communication and persuasion work--and how to achieve values-driven and mutually beneficial solutions It can move mountains!!
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Communications Model Model based on writings of David Berlo Like electrical current, if short or break occurs anywhere along the wire, nothing happens. No communication takes place if source isn’t seen as credible, the message isn’t relevant, the channel is filled with static, receiver isn’t listening, or lack of feedback Breaks down the communication process into 6 basic ingredients: Noise Channel Source Receiver Message Feedback
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Communications Model Source (whoever is saying something) Message (whats being sent) Channel (how we get info out there) Reciever (person getting message) Feedback (recieves reaction) NOISE NOISE
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Noise Envelops communication and often inhibits it Can take both physical and intangible forms Person’s state of mind can also block effective communication We may erect barrier--when in this case we generate noise b/c we generally don’t like the message or the messenger
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Source Where communication originates How source views its audience--and is viewed by its audience-- can help or hinder communication Source credibility can be influenced by a variety of factors, including reputation, context, and communication ability
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Message Content of the communication Successful formation of the message relies on knowledge of both the purpose of the message and its intended receiver If message is not relevant or isn’t in language understood by that receiver, it will probably be misunderstood or ignored
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Channel Medium used to transmit the message to the intended receiver Appropriate channel selection is key strategic decision Channel must be relevant and credible to the intended receiver Static may affect receiver to acquire the message on a physical and psychological force
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