Chapter 7 Reading Notes

April 27, 2010 at 4:17 pm (Comm 2322, Reading Notes) (chapter readings, comm2322, Reading Notes)

• In the R.A.C.E. acronym the C stands for communication. This acronym was developed by John Marston in his book “The Nature of Public Relations.”

Page 8-9 Public Relations Strategies and Tactics by Wilcox and Cameron

• Modern communication models include five elements.

1. Sender/Source (encoder)
2. Message
3. Channel
4. Receiver (Decoder)
5. Feedback from the receiver to the sender

Page 173 Public Relations Strategies and Tactics by Wilcox and Cameron

• Always aim for clarity with sending a message.

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

Page 180-181 Public Relations Strategies and Tactics by Wilcox and Cameron

• The five-stage adoption process helps one  understand ways an individual can accept a new idea or product

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

Page 185 Public Relations Strategies and Tactics by Wilcox and Cameron

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