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Chapter 2 Reading Notes

Chapter 2 Reading Notes: Persuasion

  • Sender – From where the message originates
  • Message – The information trying to be propagated
    • When planning your message, consider your organization’s objectives.  Determine what the audience knows, and what you want them to know or believe.
    • Channel – The medium used to carry the message.  Determining what medium is best for the message and audience is key, and whether or not it will require more resources such as visuals.
    • Receiver – Also known as the Publics, this is the group which will be receiving the message.
      • Consider the Stakeholders – anyone who can be affected by the organization’s decisions.

Theories and techniques relating to communications worth considering:

Cognitive Dissonance – The condition in which an individual will not accept a message contrary to their beliefs unless the sender can offer information that challenges those beliefs.

Framing – How one portrays the story or information being presented.

Diffusion and Adoption:

Awareness: The person discovers the idea or product.

Interest: The person tries to get more information.

Trial: The person tries the product or idea.

Evaluation: The person decides whether they like the product or idea.

Adoption: The person incorporates the product or idea into their everyday lives.

Diffusion and Adoption Considerations for Sender:

Relative Advantage: Is the idea better than the one it replaces

Compatibility: Is the idea consistent with the person’ existing values and needs?

Complexity: Is the idea difficult to understand or use?

Trialability: Can the innovation be used on a trial basis?

Observability: Are the results of the innovation visible to others?

Source Credibility: Ensure the message is believable with sources

Consider Audiences Needs:

General Tips:

  • Appeal to the audiences interests.
  • Make the message Clear
  • Time the message and place it in it’s appropriate context for maximum impact
  • Use symbols, slogans, and acronyms
  • Beware of semantics, what means one thing to one individual means something else to another
  • Suggestions actions related to the product or idea
  • Structure your content in creative and interesting ways
  • Offer Statistics, like surveys and polls, examples, testimonials and endorsements


  • Do not use false or fabricated information, and do not misrepresent truthful information
  • Do not use poor logic
  • Do not represent yourself as an expert
  • Do not misdirect your ideas onto psychological or spiritual roots
  • Do not deceive your audience with an ulterior motive
  • Do not use emotional appeals
  • Do not oversimplify situations
  • Do not feign certainty
  • Do not advocate something you do not believe in

Taken from:

PR Book

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