PR 660 Lecture Notes - Lecture 25: Market Environment, Communication Theory

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

The asymmetrical and symmetrical models don"t give a best approach to pr. Pr professionals have to confront circumstances dealing with: This affects the type of response and how to confront different problems. Pr is viewed as a type of strategic communication that uses persuasion in it. Pr professionals affect public opinion by creating symbols that the public responds to and analyzing their responses to find strategies that stick with these people and adapt their type of communication to best have their message received by stakeholders. Strategic communication puts the receiver of the message first and devises the type of communication by researching different ways to achieve success with who they want to best receive the message and achieve specific objectives of those people. In strategic communication, the pr professional is a problem solver who researches and determines what has to be done in a crisis and chooses a strategy to implement and monitor to achieve objectives.