Planning, Implementing, and Evaluating Targeted Communication Programs: A Manual for Business Communicators

Planning, Implementing, and Evaluating Targeted Communication Programs: A Manual for Business Communicators

Planning, Implementing, and Evaluating Targeted Communication Programs: A Manual for Business Communicators

Planning, Implementing, and Evaluating Targeted Communication Programs: A Manual for Business Communicators

Synopsis

"This book is well documented, well written, well researched and is up-to-date. It is non-sexist. It is more than a manual for business communicators.' It is more than a book of how to's.' And it is more than a book of do's and don'ts. The authors and contributors skillfully draw upon a broad range of social sciences literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationship between communication theory and practice. Beyond that, they offer clear guidelines for effective public communication." Public Relations Review

Excerpt

This chapter introduces the fundamentals of the communication process. First, it examines media usage patterns among U.S. audiences to demonstrate the persuasiveness of the media in our daily lives. Next, it turns to a review of a communication model (SMCR) that will serve to guide discussions throughout the book. As we look at each component of this model, we introduce concepts that will aid the reader in planning and implementing a public communication campaign. We take a look at attitude formation processes, agenda setting (how people rank the importance of issues in their daily lives), and feedback, which lies at the heart of specialised communication techniques. This chapter concludes with a discussion of the audience- based approach to communication. We build a rationale for communication strategies predicated on the needs and interests of target audiences.

If there is a useful axiom in the business and political mainstream today, it is that nothing can be accomplished without effective communication. No products can be bought or sold, no services dispensed, no candidates elected. Communication is the lifeblood of this society, serving to keep alive our system of commerce and government. A failure to communicate successfully can be devastating to an organization. Companies and candidates live or die by the skill with which they manipulate the communication process. Moreover, as we pass deeper into this information age, the need for institutions to master the techniques of communication increases even as these techniques become more sophisticated and complex in this information-rich environment. For the business community today, the capacity to instruct, to persuade, to market a product, or just to become known among desired audiences is not a means to an end, but an end in itself.

It has been said that communication, like gravity, is recognized by everyone yet fully understood by no one. We all have an innate sense of how to . . .

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