Posted by: katiecrawford | April 1, 2009

Communication in Chapter 7


Chapter 7 from Public Relations: Strategies and Tactics by Wilcox and Cameron takes a closer look at the third step in the public relations process; communication.



  • Communication is also known as the execution step and “is the most visible part of public relations work” (Wilcox and Cameron 171).
  • Communication is split into several different parts
  1. Receiving the message (this focuses on how the message must not only be SENT, but RECEIVED
  2. Paying attention to the message (in order for the audience to pay attentition, “communicators must tailor the message to the recipient’s attention” (Wilcox and Cameron 190).
  3. Understanding the message (using a clear language helps audience to understand)
  4. Believing the message (establishing credibilty helps the audience with predispositions)
  5. Remembering the message (repeating the message helps audience remember key points)
  6. Acting on the message (“the success of a message is in its effect on the recipient” (Wilcox and Cameron 191))


(Information in this blog was from: Wilcox, Dennis L., and Glen T. Cameron. Public Relations: Strategies and Tactics. Danbury: Allyn & Bacon, Incorporated, 2008.)




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