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Communication
Chapter 7
Research, Action, Communication, Evaluation
 Communication
follows Research and
Program Planning (Action) in the public
relations process
 Communication is the process by which
objectives are achieved
 Strategies and tactics may include news
releases, news conferences, speeches,
special events, brochures, newsletters,
rallies, posters, bumper stickers, webcasts
To be an Effective PR Communicator…
…it is important to have an understanding of:
 What constitutes communication and how
people receive messages
 How people process information and change
their perceptions
 What kind of media and communication tools
are most appropriate for a particular message
Categories of Media/Comm Tools

Kirk Hallahan, a Colorado State communication
theorist, lists five categories of media and
communication tools—and strengths and
weaknesses of each: (Table, p.172)
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Public Media—newspapers, magazines, radio, TV
Interactive Media—computer based WWW, e-mail,
listserves, chat rooms, bulletin boards
Controlled Media—brochures, newsletters, sponsored
magazines, annual reports, direct mail, video
brochures
Events/Groups—speeches, trade shows, exhibits,
meetings, conferences, sponsorships, anniversaries
One-on-One—personal visits, lobbying, personal
letters and phone calls, telemarketing
Communication Objectives

While selecting the above tools, communicators should
determine exactly what objective is being sought through
the communication. James Grunig, University of
Maryland PR professor, lists five possible objectives:
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Message exposure—getting message out via the mass media,
controlled media, and other forms; intended audiences are
exposed to the message in various forms
Accurate dissemination of the message—the basic information,
often filtered by media gatekeepers, remains intact
Acceptance of the message—the audience not only retains the
message, but accepts it as valid
Attitude change—the audience not only believes the message,
but makes a verbal or mental commitment to change behavior as
a result of the message
Change in overt behavior—members of the audience actually
change their current behavior or purchase the product and use it
(The first two outcomes are much easier to achieve than the last three.
Many other factors must come in to play to achieve the last three such
as predisposition to the message, peer reinforcement, feasibility of the
suggested action and environmental context, for example)
Understanding the Message

Communication can take place only if the sender
and receiver have a common understanding of
the “symbols” being used. This requires:
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Effective use of language
Writing for clarity
Effective use of symbols, acronyms, and slogans
Avoiding jargon, clichés, and hype words—media
gatekeepers and the general public are turned off by
(and may not understand) technical and bureaucratic
language (jargon).
Clichés and excessive hype can undermine the
credibility of the message. Note list of hype words on
page 182.
Also avoid euphemisms
• A euphemism is “an offensive word or phrase that
is less direct and less distasteful than the one that
represents reality.”
• Avoid “doublespeak”– words that pretend to
communicate but really do not– examples: “ethnic
cleansing” and “collateral damage”
• Examples: used cards as “preowned” cars; layoffs
or firings as “downsizing;” hunting as “harvesting.”
• Such language can “breed suspicion, cynicism,
distrust, and, ultimately hostility.”
Avoid discriminatory language
In today’s world, effective communication also
means nondiscriminatory communication.
 PR personnel should double-check every
message to eliminate undesirable gender, racial,
and ethnic connotations.
 Examples: “manpower” is now “personnel,
workers, or employees.” “Manmade” is now
“artificial or synthetic.” Firemen are firefighters;
stewardesses are flight attendants; and
fisherman are just fishers.

Believing, remembering, acting
on the message

Believing the Message

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The importance of “source credibility”
• Do audience members perceive the source as knowledgeable and
expert on the subject?
• Do they perceive the source as honest and objective or as
representing a special interest?
• Audiences, for example, give lower credibility to statements made in
advertising than to the same information contained in a news article,
because news articles are selected and checked out by media
gatekeepers
Remembering the Message

The importance of repetition
• Not all audience members see or hear message at same time
• Reminds the audience– so less chance of forgetting
• Can lead to improved learning; penetrate resistance/indifference
Acting on the Message
The Five-Stage Adoption Process
Getting people to act on a message is not a simple
process. A key to this is understanding the adoption
process:
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Awareness—a person becomes aware of an idea or new
product, often through an ad, news story or word-of-mouth
Interest—person seeks more information perhaps by picking up
a pamphlet, ordering a brochure, or reading an in-depth article in
a newspaper, magazine, or on-line
Evaluation—how the product or idea meet a person’s specific
needs and wants? Feedback from friends and family is part of
this process
Trial—trying the product or idea on an experimental basis by
using a sample, witnessing a demonstration, or making
qualifying statements such as, “I read…”
Adoption—person begins to use the product on a regular basis
or integrates the idea into his or her belief system
Which One Are You?
Research shows people approach innovation in different
ways depending on personality traits and the risk involved

Innovators—Adventuresome and eager to try new ideas
 Early Adopters—Savvy individuals who keep up with new
ideas/products, often the opinion leaders for their friends and
colleagues

Early Majority—Take a deliberate, pragmatic approach to
adopting ideas
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Late Majority—Often skeptical and somewhat resistant but bow
to peer pressure

Laggards—Very traditional and the last group to adopt a new
idea or product