PUR 4800 Lecture Notes - Lecture 1: Single-Bullet Theory, Multidisciplinary Approach, Social Learning Theory

• School: University of Florida
• Department: Public Relations
• Course: PUR 4800
• Professor: Mickey Nall

Document Summary

The nature of persuasive campaigns: persuasion vs. Decision making models: four stages of human decision making (prochaska and diclemente, 1983, pre-contemplation, contemplation, action, hardest step, maintenance. Theories from mass communications: the magic bullet theory, cumulative effects theory, two-step flow of communication, agenda-setting, social learning theory, episodic framing theory, gatekeeping, klapper"s reinforcement theory. Theories from psychology and education: field theory, cognitive dissonance, kant"s reinforcement theory, diffusion theory, activation theory, unstructured attitude theory, source credibility theory, maslow"s hierarchy of needs, social norms theory, social exchange theory. Trends and issues barriers to communication: stereotypes, stubbornness, limitations of knowledge or vocabulary, bad timing. An overview of the public relations process: the three step process, planning, implementation, evaluation. The written proposal: planning: background research, priority audiences and opinion leaders, proposed primary research methods and research objectives, goals and objectives, messages and themes, strategies and channels of communication.