Public Relations Writing and Media Techniques by: Dennis L. Wilcox
Chapter 2 Notes
I learned through this chapter that in order to work in Public Relations you need to be able to communicate. I also learned that a lot of what PR is is writing and figuring out how to reach the audience.
- Four basic components of communicating that are needed to communicate: a sender, a message, a channel, and a receiver. If and when all are working together, there will be communication. If all or one is not working, then no communication will take place.
- There are several theories of Communication are used today.
- Media Uses and Gratification says that communication is thought to be interactive.
- I learned other theories include Cognitive Dissonance, Framing, Diffusion and Adoption, and Maslow’s Hierarchy of Needs.
- Concerning the Hierarchy of Needs, advertising writers and public relations can appeal to multiple needs at once.
- Some helpful tips to write persuasive messages include approaching everything from the viewpoint of the audience’s interest. Communicate with people, not at them. Also, maintain your credibility.
- Timing is very important in communication.
- Something that really stuck out to me was a quote. CEO of Porter Novelli, Helen Ostrowski said, ” PR is based on presenting compelling stories about products, corporations, and points-of-view.”
- Certain types of propaganda are used to reach audiences such as 1) plain-folk, 2) Testimonial, 3) Bandwagon, 4) Card stacking, 5) Transfer, and 6) Glittering generalities.
- You have to be careful not to deceive your audience when using propaganda.