Reading Notes Ch.7 Comm 2322


To be an effective communicator, a person must have basic knowledge of (1) what constitutes communication and how people receive messages, (2) how people process information and change their perceptions, and (3) what kinds of media and communication toll are most appropriate for a particular message.

James Grunig, professor emeritus of public relations at the University of Maryland, lists five possible objectives for a communicator:

  1. Message exposure
  2. Accurate dissemination of the message
  3. Acceptance of the message
  4. Attitude change
  5. Change in overt behavior

People use mass media for such purposes:

  • Surveillance of the environment to find out what is happening , locally or even globally.
  • Entertainment and diversion
  • Reinforcement of their opinions and predispositions
  • Decision making about buying a product or service

Tips on writing for clarity:

  1. Use symbols, acronyms, and slogans
  2. Avoid jargon
  3. Avoid cliches and hype words
  4. Avoid euphemisms
  5. Avoid discriminatory language

Five-Stage Adoption Process

  1. Awareness
  2. Interest
  3. Evaluation
  4. Trial
  5. Adoption

The found the notes from this book.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s