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Factors for promoting effective communication
Discuss theories of communication
Factors for promoting effective communication
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“How did our interpretation of campaign effectiveness and effects evolved in the past years?”
This is the guiding question of this essay. The purpose of this essay is to present alternative views of several communication theories in respect to the concept of communication campaign effectiveness, a central concern to communication scholars worldwide for the past 50 years. This literature study has been elaborated on the basis of the carefully selected academic articles mentioned as references and is structured in five main parts: reasons why communication campaigns fail, reasons why communication campaigns succeed, effectiveness and effects defined, new technology and approaches in relation to campaign effectiveness. Finally, a conclusion will be drawn and future possibilities (that would provide a better interpretation of effects and effectiveness) will be reviewed.
Public communication campaigns are described as aimed efforts towards changing or influencing the public’s behavior by “means of organized communication activities involving mass and online/interactive media and often complemented by interpersonal support” (Atkin & Rice, 2009).
Campaigns are complex communication tools having different phases and components that come into play over their lifespan. These stages are: the design, evaluation, types of effects (which can be direct or indirect, desired or undesired), messages that need to be transmitted and mediated communication.
Reasons why Communication Campaigns Fail
As previously mentioned, campaign effectiveness was and still is of central concern to communicators. In today’s world campaign effectiveness is to some extent quantifiable, but when this form of communication first started being used, its concepts and ideas...
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...ng that fields such as neuromarketing are being developed. Neuromarketing is “the study of how people’s brains respond to advertising and other brand related messages by monitoring brain activity, eye tracking and skin response” (Rouse, 2009). Such advances in technology would provide tremendous insights into customer preferences. Ariely & Bern (2010) argue that neuromarketing would permit communicators to see if an idea or product would be successful even before it would be introduced.
It can be observed that our understanding of campaign effectiveness and effects is directly proportional with the development of technology that enables us to have a deeper insight into the human mind and behavior. It is safe to conclude that communicators are now slowly moving from a mentality of “what do we think” to a mentality of “what do we know” (McAfee, & Brynjolfsson, 2012).
Often Advertising uses persuasion to inform the audience; in fact it is the most import aspect to advertising. Advertising would simply be a conversation between the communicator and their recipients if persuasion weren’t present. Although the basic purposes are to inform and persuade, it is left to the audience when it comes to differentiating between factual information and unethical persuasive tactics. The persuader, wishes for the consumer to act or believe in a certain way. Whether sought after actions are positive or negative, ends up being the question. In the modern world it has become more difficult to differentiate between truths and untruths; mainly due to the technological advances in advertising medium. Differentiating between facts and propaganda becomes increasingly more challenging when it comes to politics. Whether it is an election for student senate or the United States general election for Presidency; there are a lot of factors weighing in on the decision process. During an election year, persuasive tactics become essential in the success of a campaign. Although many voters have made up their minds when they are first bombarded by the political campaigning, these pre-developed opinions are not viewed as an impenetrable force by the campaigner. The campaigner typically recognizes these patterns in opinion and instead aims to persuade them from a different angle, most commonly the emotions surrounding the issues rather than the issues themselves. This paradigm changed in political persuasion was first seen September 7, 1964 when a rattling ad for Lynden Johnson played over NBC. The ad now known as “Daisy Girl” forever changed political persuasion in advertising. With this change came the issue of ethi...
Liasson, Mara. "Do Political Ads Actually Work?" National Public Radio. NPR, 26 Oct. 2012. Web. 07 Mar. 2014.
Political communication—communication with a political purpose about human interaction—takes many different forms including novels, poetry, music, television, and film, which all have their distinct advantages and disadvantages in communicating with the public. Although some political communication intends to enact or drive social changes, some political communication seeks to maintain the status quo. The film medium, which is the subject of this paper, has a much broader mass appeal than other medias and often changes the viewer’s original beliefs and perceptions when he or she experiences over an hour straight of visual indoctrination of only one view.
The events that took place on September 11, 2001 resulted in many lives lost and the “War on Terror” continues to claim lives daily. Both President Obama and President Obama presented informative and persuasive claims in their efforts to justify their actions and the ongoing need for U.S. troops in the Middle East. By examining and identifying the methods of persuasion that many leaders use, people are better equipped to make informative decisions on the election of future leaders.
Flanagan, Thomas. “Campaign Strategy: Triage and Concentration of Resources”. In Elections, Edited by Heather MacIvor, Toronto: Emond Montgomery Publications, 2010.
Similar to news in its widespread marketing, publicity is another method in which people’s minds are reprogrammed, this time by the merchandisers. Publicity attempts to ingrain concepts and transmit political and commercial messages into the consumer’s minds, in an endeavor to make them buy specific goods. They do this by constantly exposing the people to the products through their repeated displayal on various mediums. Billboards and posters can be found on most highways, and in nearly all cities around the world. Consequently they push ideas at the consumer any time he/she travels on foot, by car, or even uses the public transport systems.
For over 60 years, presidential campaigns have used television ads to communicate ideas and campaign plans to the American people. With hopes of influencing people to vote, politicians have used various tactics and strategies to persuade. After observing television campaign ads throughout the years, a few themes are observed.
In the book, Propaganda, author Edward L Bernays, who is nephew of Sigmund Freud, transcends the public relation industry. This short, 13-part instructional manual delves deep into the intricacies and usage of propaganda. Bernays claims that the public is in a constant state of manipulation. He argues that in order for a society to be highly functioning and stable, public opinion must be manipulated and swayed. While I find his claims disturbing, it was refreshing to read something so blunt. Bernays’ use of psychological techniques to work the mechanics of public opinion truly classifies him as the “father of public relations.”
Brady, H. E., Johnston, R., & Sides, J. (2007, May 18). The Study of Political Campaigns. Retrieved November 16, 2011, from GWU: http://home.gwu.edu/~jsides/study.pdf
We now live in a liberal democracy were public opinion influences political action. So as public opinion has sustained an influential presence within politics we have now seen the emergence of public relations within politics. According to Moloney public relations is “the discipline which looks after reputation, with the aim of earning the understanding, support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain good will and mutual understanding between organisations and its publics” (Moloney, 2:2006). In relation to politics public relations is about maintaining a positive relationship with the public. Public relations main concern in relation to politics would be the reputation and image...
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
With the multitudes of new companies emerging, the market place has never been this competitive, and continues to get more crowded, which reduces the likelihood of success for any firm. Marketers are having a much harder time trying to predict what appeals to their target consumers. It would be a miracle if they could just read the consumers minds and finally focus on their exact needs! Do you think that marketers would dare tapping into the human brain? The answer to that is yes: marketers today are resorting to neuroscience to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.
What is Public Relations (PR)? PR is difficult to define because it encompasses so many areas and today has developed into a multi-million dollar industry influencing all aspects of our lives (Adams et al, 1999). However, it is important to be able to compare and contrast the various definitions in order to have a complete understanding of what public relations is and how it is used. The public is a large population to consider, making it easier to understand why it is so difficult to define PR. Along with a large population come many perceptions, beliefs, ideas, and opinions, all influences on PR. I define public relations as the act/s used by individuals, corporations, and groups to influence ones opinions and/or decisions about a product, idea, person/s, company/s, etc. and the public. Robert L. Heath defines PR as functions of management/supervisors that foster an organization's ability to strategically listen to, appreciate, and respond to those persons who's mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values (Health, 2007)'.
Public relations can positively affect the Australian public, and bring forward important issues and the need for attention amongst society, which is why EON’s campaign is classified as public relations.
Second, framing theory is leveraged to influence the media’s portrayal of each topic(s) and bolster public perception about an organization’s relevance, credibility, and/or benefit (Hallahan, 1999). To further illustrate the inherent value of agenda setting and framing for public relations, this paper will discuss practical applications of these theories in successful media relations efforts.