J 350 Chapter Notes - Chapter 6-8: James E. Grunig

• School: University of Oregon
• Department: Journalism
• Course: J 350
• Professor: Professor Chandler

Document Summary

Eight elements of pr: situation, objectives, audience, strategy, tactics, calendar, budget, evaluation. Grunig"s communication objectives: message exposure, pr personnel provide materials to the mass media and disseminate other messages through owned media such as newsletters and the organizations websites. Intended audiences are exposed to the message in various forms. Accurate dissemination of the message: the basic info (often filtered by journalists, editors, and bloggers) remains intact as it is transmitted through various channels. Acceptance of the message: based on its view of reality, the audience not only retains the message, but accepts it as valid. Attitude change: the audience not only believes the message, but makes a verbal or mental commitment to change behavior as a result of the message. Change in overt behavior: members of the audience actually change their current behavior or purchase the product and use it. In most pr campaigns, communications are designed to reach primarily passive audiences.