APR 231 Chapter Notes - Chapter 7: James E. Grunig, Attitude Change, Shared Experience

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 231
• Professor: William Gozenbach

Document Summary

Third step in the public relations process is communication, or evaluation. Communication is the implementation of a decision, the process, and the means by which objectives are achieved. The goals of the communication process are to inform, persuade, motivate or achieve mutual understanding. To be an effective communicator, a person must have basic knowledge of: What constitutes communication and how people receive messages. How people process information and change their perceptions. What kinds of media and communication tools are most appropriate for a particular message. Patrick jackson believed that the communicator should ask whether the proposed messages is 1. 5 objectives for a communicator from james grunig: Message exposure: materials are provided to the mass media and other messages are blurred because of the exposure of your message. Accurate dissemination of the message: the basic information that is often filtered is still intact as it is transmitted through various channels.