Lecture 6

Question 1

Effective communication is the result of….

Answer 1

careful adherence to established guidelines

Question 2

Explain Schramm’s model of mass communication

Answer 2

-Non-lineair
-> Sender, message, medium, recipient, interpretation and response

-Must know
-> Why are you writing
-> Who is your audience
-> What do they know
-> How do they process information
-> What’s your goal
-> What is your goal?
etc

Question 3

Agenda Setting Theory

Answer 3

Media influences salience -> not opinions
1st level: what to think about
2nd level: how to understand it (framing)

Organisations use press releases to push issues onto the public agenda

Question 4

Framing theory

Answer 4

Choosing how to present a story

Frames can shift blame, stress, emotions and roles

PR uses framing to align public perception with organisation’s goals

Question 5

Two Step Flow Theory

Answer 5

Media -> Opinion leaders -> Wider public

Influence is indirect, channeled thorugh respected intermediaries

Question 6

Diffusion of innovations

Answer 6

1. Innovators
2. Early adopters
3. Early majority
4. Late Majority
5. Laggards

Awareness -> Knowledge -> Evaluation -> Trial -> Adoption -> Reinforcement

Question 7

Uses and Gratifications theory

Answer 7

People actively choose media based on:
-Info
-Entertainment
-Personal identity
-Social interactino

Relevant for targeting: why would the audience interact with this channel

Question 8

Spiral of Silence

Answer 8

Minority opinions go unspoken due to fear of isolation

Public opinion is shaped by perceived consensus, especially in media

Question 9

Elaboration Likelihood Model

Answer 9

Central/Periphere
Choose route based on audience motivation and abilityC

Question 10

Cialdini’s 6 principles of influence

Answer 10

1. Reciprocity
2. Commitment and consistency
3. Social proof
4. Liking
5. Authority
6. Scarcity

-> Nudge behaviour and attitudes

Question 11

Inoculation theory

Answer 11

Expose people to counter-arguments, then refute them

Builds resistance to persuasion

Crucial in crisis pr, political communication and brand protection

Question 12

Excellence theory

Answer 12

Advocates two-way symmetrical communication

=Goal: mutual understanding between organization and stakeholders
-PR is a strategic management function, not just media tool

Question 13

Crisis Communication Theories

Answer 13

Response depends on crisis type, history and reputation
-victim, accidental, preventable

Choose strategy based on perceived responsibility

Question 14

Benoit’s image restoration theory

Answer 14

Deny: deny problem or scapegoat
Diminish: excuse or justify
Rebuild: apology, compensation
Bolster: Remind of good deeds

Question 15

Encoding

Answer 15

Choosing words and structure to influence perception and emotional response

Question 16

Decoding

Answer 16

Understand audience’s knowledge, processing style and relevance