Comm 1 071311 #8

Comm 1 071311 #8 - Comm 1 071311#8 PUBLIC COMMUNICATION AND...

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Comm 1 071311 #8 PUBLIC COMMUNICATION AND PERSUASION (CONT.) Source Characteristics - Credibility (believability) - Two different dimensions: - Expertise = amount of training, knowledge, experience that source has on topic - Trustworthiness = how honest or unbiased the source is perceived to be - Similarity = Source shares key characteristics with receivers - Likeability - Physical Attractiveness - Celebrities? - Style of Delivery (esp for speeches) The “Sleeper Effect” - Impact of credibility fades over time - Tend to forget where got info Example: Negative campaign ads - Remember neg info, forget it was “biased” source - BUT, if reminded of source later, crd factor comes back! Effective Delivery: - Appears “natural” -Reinforces (not distracts from) message - Is varied (not monotonous) - Demonstrates immediacy What helps? - Preparation & Rehearsal! - Effective notes Message Characteristics - Use of Evidence (supporting argument) Factual statements Statistics or study findings Testimonials or eyewitness reports
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Comm 1 071311 #8 - Comm 1 071311#8 PUBLIC COMMUNICATION AND...

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