After reading this chapter, students should be able to:
Explain how information is spread to audiences and how they adopt ideas promoted by public relations practitioners. Knowledge of how audience members progress through the stages of idea adoption and the various communication channels is critical to practitioners hoping to influence perceptions and/or behavior . |
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Describe how persuading audiences to adopt ideas can be achieved through communication channels other than media. Knowledge of how opinion leaders can influence members of a public and how messages can be tailored to specific groups of stakeholders is essential in achieving public relations objectives throughout an entire audience. |
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Outline how a public relations matrix can be used to channel information to stakeholder publics. Knowledge to prepare matrixes can help a practitioner make sure that all publics are accounted for and can be reached through planned communicative efforts. |
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Describe how to actually communicate effectively to various constituent publics, including how messages are constructed and how they are communicated. Knowledge of the importance of quality communication skills as and how to actually construct messages as well as channel them to constituent audiences is fundamental in public relations programming. |
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Explain how selective attention to messages can prevent communication and how messages can be constructed to best achieve attentiveness. Knowledge of how audiences assimilate messages into consciousness and how to design communications so that they have the best chance of being attended is key to practitioners. |