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13 Cards in this Set
- Front
- Back
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Describe five step process to overcome barriers
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1. Define your audiences
2. identify your relationship with them. 3. understand context & frames of reference. 4. Encode message effectively. 5. Choose the proper medium (cutlip p. 422) |
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What is the agenda-setting theory?
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As a p.r. practitioner you advance your organization with press releases and events that get the media's attention.
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Describe the Lang & Lang model of the public opinion process
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1. existing opinion
2. issue 3. create a public 4. public debate 5. time 6. public opinion 7. social action 8. mass sentiment |
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What are the stages of diffusion?
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1. Awareness (knowledge)
2. Interest (Persusasion) 3. Evaluation (Decision) 4. Trial (Implementation) 5. Adoption (confirmation) cutlip p.421 |
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What are the 5 types of people in the diffusion theory?
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Innovators
Early Adopters Early Majority Majority Non-adopters |
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When does the tipping point occur?
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When a majority group has adopted an idea or product.
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Identify four types of publics
as they relate to receiving a message |
all-issues publics
single-issue publics apathetic publics hot issue publics |
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Describe the four main elements that make up public opinion
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Opinion (view or judgement)
Belief (trust) Attitude (feeling/emotion) Value (something esteemed or intrinsically valued) |
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List some barriers to communication
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fuzzy language
misalignment of cultures history of distrust distractions negative influencers uncredible spokespeople media or communication vehicle not aligned to receivers |
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7 Cs of Communication
to overcome barriers |
Clarity
Credibility Content Context Continuity Capability Channels |
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Describe the Schramm Communication Model
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A two-way process where both groups bring a frame of reference.
Informing involves four steps: 1. Attracting attention 2. Accepting the message 3. Understanding 4. Comprehending followed by: 5. instruction 6. persuasion. cutlip p. 253. |
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Describe the shannon-weaver model
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earlier model did not include feedback or noise, describing communication like a telephone:
sender-encoder-channels-decoder-receiver |
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How is dissemination different from communication?
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simply disseminating a message does not mean it is heard, interpreted or understood, while communication is usually two-way and allows measure of understanding.
cutlip 253 |
