Reading Notes Ch. 7

  • An effective communicator should have a basic knowledge of: what constitutes communication and how people receive messages, how people process information and change their perceptions, and what kinds of communication tools are most appropriate for a particular message.
  • Cognitive dissonance focuses on messages that are contrary to a persons dispositions.
  • It is important to avoid use of jargon, clichés, and discriminatory language.
  • It is important to know your audience.
  • A passive audience will need something with style and creativity to capture and hold their interest.

Notes from this book: http://www.amazon.com/Public-Relations-Strategies-Tactics-Study/dp/020562622X/ref=sr_1_1?ie=UTF8&s=books&qid=1275752053&sr=8-1

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