judych8 - Ch.8

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Ch. 8 9. Why is it necessary to use a variety of messages and communication channels in a  public relations program? Communicators should think in terms of the five senses: sight, hearing, smell, touch, and taste.  Television and film or videotape are the most effective methods of communication because they  engage an audience’s senses of sight and hearing. They also offer attractions of color and  movement. Radio, on the other hand, relies only on the sense of hearing. Print media, although  capable of communicating a large amount of information in great detail, rely only on sight. Individuals learn through all five senses, but psychologists estimate that 83 percent of learning is  accomplished through sight. Hearing accounts for 11 percent. Fifty percent of what individuals  retain consists of what they see and hear. For this reason, speakers often use visual aids. 10. Why is it important to write with clarity and simplicity? How can symbols, acronyms,  and slogans help? Clarity and simplicity of message are enhanced by the use of symbols, acronyms, and slogans. 
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judych8 - Ch.8

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