Theory Overview

Theory overview for PRSA APR Exam

Transcript

1. C O M M U N I C AT I O N T H E O RY G O P R S A A P R S T U D Y S E S S I O N
2. Theories are nets cast to catch what we call “the world.” Sir Karl Popper
3. W H O S AY S W H AT T O W H O M T H R O U G H W H I C H C H A N N E L A N D W I T H W H AT E F F E C T S .
4. A G E N D A S E T T I N G
5. R E A L I T Y A G E N D A P E R C E P T I O N O F R E A L I T Y Selection, Omission & Framing
6. The relevance of information to a person and the level of uncertainty determine a person’s need for orientation.
9. W H AT ’ S O N T H E A G E N D A ?
10. P R ’ S R O L E ? All the journalists in the world can observe only a small fraction of each day’s situations and events [...] Much of what we know originates with public information officers and other public relations practitioners who represent important news sources. These communication professionals subsidize the efforts of news organizations to cover the news by providing substantial amounts of organized information.
12. D I F F U S I O N O F I N N O VAT I O N • Explaining and predicting how people will adopt a behavior, idea or product. • Five stages: awareness, interest, evaluation, trial and adoption • Categories of Adopters
13. D I F F U S I O N O F I N N O VAT I O N the process by which an innovation is communicated through certain channels over time among the members of a social system
14. D I F F U S I O N O F I N N O VAT I O N the process by which an innovation is communicated through certain channels over time among the members of a social system
15. D I F F U S I O N O F I N N O VAT I O N the process by which an innovation is communicated through certain channels over time among the members of a social system
16. D I F F U S I O N O F I N N O VAT I O N the process by which an innovation is communicated through certain channels over time among the members of a social system
17. F I V E S TA G E S • Awareness • Interest • Evaluation • Trial • Adoption
18. H O W FA S T W I L L S O M E T H I N G “ D I F F U S E ” ? • Relative Advantage • Compatibility • Trialability • Observability
19. Channels
22. G A R T N E R ’ S H Y P E C Y C L E
23. C O M M U N I C AT I O N M O D E L S
24. C O M M U N I C AT I O N B A R R I E R S ? • Fuzzy language • Misalignment with culture and values • History of distrust • Distractions • Negative influencers • Sources or spokespeople with no credibility • Unreliable media • Media people are uncomfortable with • Captive audiences • Gatekeepers • Artificial censorship • Shrinking news holes • Limitation of social contact • Meager time available for paying attention • Distortion from compressing events into short messages • Difficulty expressing a big, complicated world in short messages • Fear of facing facts perceived to threaten established routines