PBRL 270 Lecture Notes - Lecture 10: Cognitive Dissonance

• School: UTK
• Department: Public Relations
• Course: PBRL 270
• Professor: Candace L.White

Document Summary

Front groups- groups made to appear as interested citizens but are being paid by the organization. Who says what to whom through which channels with what effect: who= source (sender/usually organization, what= message, channels= tactics, effects= outcomes. Two way symmetrical communication= feedback: goal of accuracy- have audience receive message as intended. Interpersonal- most effective form of communication (most to least: small group, large group, mass media. Make message congruent with what the audience is thinking. Communication- the art of transmitting information, ideas, and attitudes from one person to another: true communication= audience receiving intended message. Goals of communication: inform, persuade, motivate, achieve mutual understanding. Excellent communications know how to design messages and select appropriate media to communicate messages to groups who affect. Purpose of communication campaigns: message exposure (create awareness, accurate dissemination of the message. Social media makes this hard today: audience acceptance of the message, attitude change- easier to reinforce ideas and keep people happy, actions and behaviors- outcome.