Communication in PR
In any business, or any event that requires a team of individuals working together, communication is going to be required. In business there are many brick walls that one can run into, any failure to communicate is definitely a huge issue! Things will fall apart if the leader fails to get the team to communicate. In the world of Public Relations a communicator should determine exactly what objective is being sought through the communication.
James Grunig is a professor of Public Relations at the University of Maryland lists five possible objectives for a communicator. This can be found in chapter 7 of the Public Relations: Strategies and Tactics textbook.
- Message exposure. Public Relations personnel provide materials to the mass media and disseminate other messages through controlled media such as newsletters and brochures. 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 as it is transmitted through various media.
- Acceptance of the message. Based on it’s view of reality, 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.
Use Symbols, Acronyms, and Slogans: Clarity and simplicity of messages are enhanced by the use of symbols, acronyms, and slogans. The world is full of symbols, so if one is trying to market a product, brand name, or company name than their symbol has to be unique, memorable, widely recognized, and appropriate. Organizations spend considerable time and energy searching for unique symbols that convey the essence of what they are or what they hope to be.