I Heard It From The PR Girl


Chapter 2: Becoming a Persuasive Writer

Posted in Reading Notes by laurynwilliams on January 20, 2010

The Basic Elements of Communication

There must be a sender, a message, a channel, and a receiver present for the communications process to work.

Sender:  “As a writer, you must know the organizations objectives so that the messages you prepare will advance these objectives.”

Message:  What do you want your receivers think, believe, or do?

Channel:  Which medium or media would be the most effective for reaching your target audience?

Receiver:  “It is extremely important to always think of publics in the plural sense instead of as a collective entity called ‘the general public.'”

 Framing

“Kirk Hallahan of Colorado State University says that public relations personnel are essentially frame strategists, because they construct messages that ‘focus selectively on key attributes and characteristics of a cause, candidate, product, or service.'”

Abraham H. Maslow’s basic human needs scale (from basic survival to more complex needs)

  • Physiological needs (air, water, food, clothing, shelter, etc. – the minimum necessities)
  • Safety needs (protection against danger, loss of life or property, and restriction of activity or freedom)
  • Social needs (acceptance by others, belonging to groups, and enjoying friendship and love)
  • Ego needs (self-esteem, self-confidence, accomplishment, status, and respect of others)
  • Self- actualization needs (The need to grow to one’s full stature after al other needs are met.)

 

All material here is quoted or paraphrased from Public Relations Writing and Media Techniques (6th Ed.)

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