Chapter 7

April 28, 2009 at 2:21 am (chapter summaries)

      Chapter 7 http://www.pearsonhighered.com/educator/academic/product/0,3110,0205626130,00.html focuses on communications. This is the third step in the public relations process. It is also known as the execution process. This step is the most visual of all the steps. Communication is the way that the final objective is achieved. The purpose of this step is to inform, persuade, motivate, and achieve a mutual understanding. It is important to ensure that the message is successfully received, or understood.

      It is important that different ways of communication are used depending on the audience you are trying to reach. You need to find the most effective way to appeal to your target audience. If you don’t know how to properly communicate to your audience than your message will not get across and it would have been a pointless attempt. A good way to create an understanding between the communicator and the audience is to focus on the ‘common language’. You also want to make sure that they take that message and remember it.

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