Chapter 7 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.
- Sender/Source (encoder)
- Message
- Channel
- Receiver (Decoder)
- 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.
- Use symbols, acronyms, and slogans
- Avoid jargon
- Avoid cliches and hype words
- Avoid euphemisms
- 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
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
Page 185 Public Relations Strategies and Tactics by Wilcox and Cameron
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