Reading Notes Chapter 2

  • Communication depends on 4 elements: a sender, a message, a channel, and a receiver.


  • The Diffusion Theory was developed in the 1930s by Professor Everett Rogers of Stanford University. It shows that the process of acquiring new ideas has 5 steps.


1) Awareness

2) Interest

3) Trial

4) Evaluation

5) Adoption

  • Abraham H. Maslow developed the hierarchy of needs. It lists human needs on a scale from basic survival to more complex needs


1) Physiological needs

2) Safety needs

3) social needs

4) ego needs

5) self-actualization needs

  • A message is more believable to an audience if the source has credibility, which is why writers try to attribute information and quotes to people who are perceived as experts.


  • A public relations writer must at all times be aware of what the audience wants to know.


  • Clarity of the message, and timing and context are so important when speaking or writing!

Source: Public Relations Writing And Media Techniques sixth edition By: Dennis L. Wilcox


~ by necottom on January 30, 2010.

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