Chapter 7: Communication

Wilcox D.L. and Cameron, G. T. (2009). Public Relations Strategies and Tactics ninth edition. Boston: Allyn and Bacon. 

A public relations perspective:

1. Message exposure: provide messages to mass media

2.Accurate dissemination of the message- the basic information

3.acceptance of the message-based on the view of the reality

4.attitude change- the audience believes the message

5.change in overt behavior-members of the audience actually changes their current behavior


Six elements of enumerates:

1. receiving the message

2.paying attention to the message

3.understading the message

4.believing in the message

5.remembering the message

6.acting on the message


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