Chapter 3: Communication

Goals of COM:

To inform: or educate a particular public
To persuade: people to take actions
To motivate: pull for the team
To build mutual understanding: understanding of a group in opposition

Traditional theories:
· Two step flow theory: an organization would deliver a message to the mass media then the message would go to the great mass
· Concentric circle theory: ideas evolve gradually to the public at large. People accept ideas from leaders whose impact on public opinion may be greater than that of the mass media.
· SEMDR communication process: the communication process starts with the source, a message, receiver, encoding, and decoding the message
· Constructivism: knowledge is constructed not transmitted; therefore, it is important to have some knowledge of the receiver and his or her beliefs.
· Coordinated management of meaning is a theory of communication based on social interactions
· Grunig hunt public relations models:

1. press agency: a one way communication
2. public information: …. designed to inform and not to persuade
3. two way asymmetric: sophisticated two way communication that allows an organization to put out its information and to receive feedback from its publics about that information
4. two way symmetric: advocates free information flow

Receivers Bias:

How a receiver decodes the message received depends on his or her perception.
· Stereotypes: these ones play a crucial role in influencing the communication process.
· Symbols: can be used as effective persuasive elements
· Semantics: affected by knowing how to use words effectively to communicate desired meanings
Feedback:

This one may result in a change in attitudes b influencing the receivers to take some actions, or modify their point of view, or can result in no specific action