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UH - COMM 3368 - exam 2 review - Study Guide

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UH - COMM 3368 - exam 2 review - Study Guide

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background image COMM 3368  – Review Questions Exam #2, P. Tinsley – Spring 2018     COMM 3368 Principles of Public Relations  Review Questions – Exam #2     
CHAPTER 8 
▪  Elements of the Mass Communication Model   o  Senders, Message, Medium or Channel, Receivers, Context of the relationship and Social  Environment  Element in communication process: Senders  •  Senders- message source has initial impact on reception on message; characteristics affect  receivers’ initials receptivity to messages  •  Senders Encode meaning into message  
•  According to research, messages are found to be more accepted to when the sender is perceived 
to be:   -  Reliable  
-  Expert 
-  Attractive 
-  Highly credible  
Elements in communication process: Medium or Channel   •  Historically, scholars and practitioners have considered face-to-face (interpersonal) the most  direct, powerful and preferred method of communicating.  •  New technology has changed the way organizations communicate  
•  Medium: (media, plural) the venue through which the message travels  
-  Examples of interpersonal: grassroots lobbying, word-of-mouth 
-  Examples of mass media: TV Super bowl ad, press conference during daytime soaps  
-  Example of hybirds: twitter, facebook  
•  Generally-supported rules: 
-  Mass media is great at getting attention and raising awareness  
-  Interpersonal communication is better at actually changing behavior  
Elements in Communication process: Receiver   •  Receiver are active participants in the process because of feedback loop 
•  Thus, the need for two way communication in PR 
•  Receivers decode meaning from the message  
•  Rules 
-  Receivers are not all the same  
-  Receivers are not passive  
-  Just because you think a behavior, candidate, product, etc. is obvious doesn’t mean the receiver 
will  -  There are real reasons why receivers may not “see” your points     o  Four basic dimensions of relationship contexts   Elements in communication process: Context of Relationship  
background image COMM 3368  – Review Questions Exam #2, P. Tinsley – Spring 2018     •  Context of the relationship: the situation, or link, within which communication occurs; verbal  and nonverbal communication matters  •  Types of relationships contexts (four basic dimensions):  1.  Emotional arousal, composure, and formality  
2.  Intimacy and similarity  
3.  Immediacy or liking  
4.  Dominance-submission  
•  Examples in PR: 
-  Supervisor- student assistant relationship- context? 
-  PR practitioner- media relationship – context?  
 
Elements in communication process: Social Environment 
•  Social environment: communication affects and is affected by the social setting (e.g., families,  groups, organizations)  •  Rules: 
-  Collectivities, or groups, are formed when individuals alone cant get work done  
-  Nature of the group dictates type/process of communication  
-  Size doesn’t always matter when social groups conflict  
-  Knowing social setting helps with venues of communication and indirect publics  
  ▪  Dissemination vs. Communication 
▪  (4) Mass Communication Effects  
Public relations’ “four communication effects” include: 
 
1.   Creating perceptions of the world around us  
-  Forming pictures in our heads about events, things, people and places we could not experience 
directly ourselves.   -  Cultivation theory (George Gerbner)- television viewing study; creating a shared culture; “mean  world syndrome”   2.  Setting and building the agenda   Two concepts in agenda-setting theory and research are especially useful in PR: 
-  Issues salience determines the prominence and penetration the issue has with the audience, or 
how well it resonates each public   -  Cognitive priming describes the personal experience or connection someone has with an issue   
“Media not only tell us what to think about, but how to think about it, and, consequently, what to think.” 
- McCombs and Shaw (1993)  
 
3.  Diffusing information and innovation  
-  Media provides information to those seek it and supplies information for interpersonal 
communication.  -  Increasing the information available for subsequent interpersonal communication and thus  helping new ideas to spread through society. 

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School: University of Houston
Department: Engineering
Course: Principles of Public Relations
Professor: Priscilla Tinsley
Term: Spring 2018
Tags: Comm, COMM3368, uofh, tinsley, exam, and exam2
Name: exam 2 review
Description: study guide for exam 2
Uploaded: 03/19/2018
5 Pages 56 Views 44 Unlocks
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