公共关系学课件第六讲 沟通

第六讲沟通沟通的目标目标Toinform：告知或教育某些公众Topersuade：说服人们采取某项行动TomotivateTobuildmutualunderstanding工具演讲、会议、书面报告、新闻发布稿最佳方式是制定综合的、战略性的计划沟通的一般过程5W模式：Who，Saywhat，Throughwhichchannel，Towhom，Withwhateffact。公众Towhom产生什么效果Withwhateffact公共关系人员Who沟通媒体Throughwhichchannel公共关系信息Saywhat传统的沟通理论两步骤流程理论组织首先应该将信息传递给大众传媒，再由大众传媒把信息传递给读者、听众和观众。同心圆理论Roper假定，观念像同心圆一样，是从一个中心开始，一圈一圈地向外扩散传播的。从大思想家到大门徒，到大传播者，再到次级传播者。人们多是从领导者那里接受观点，领导者的力度比大众传媒的影响大。Jackson的公关沟通模型：5步骤打开知名度：宣传、广告、公开演讲、口耳相传做好不易觉察的准备工作：人们基于知识、情绪、本能、记忆和关系等因素形成自己的看法激发事件：让人们想要改变行为的某件事情中介行为：人们确定某项想采取的行为的适宜性行为改变：采取一种新的行为S-E-M-D-RCommunicationprocessStartswithaSource,whosendsaMessagetoaReceiver,whothendecideswhatactiontotake,ifany,relativetothecommunication.Twoadditionalsteps,anEncodingstage,inwhichthesource’soriginalmessageistranslatedandconveyedtothereceiver,andaDecodingstage,inwhichthereceiverinterpretstheencodedmessageandtakesaction.“沉默”理论这种理论认为，沟通的效果取决于绝大多数人的沉默和不参与。这些被称为“沉默的大多数”害怕被自己的大部分同事所孤立，进而排斥。因此，他们会始终如一地选择“跟大多数人保持一致”。当代沟通理论Constructivism:Suggeststhatknowledgeisconstructed,nottransmitted.Thereforeitisconcernedwiththecognitiveprocessthatproceedstheactualcommunicationratherthanwiththecommunicationitself.CoordinatedmanagementofmeaningTheorybasedonsocialinteraction,postingthatwhenwecommunicate,especiallythroughconversation,weconstructourownsocialrealitiesofwhatisgoingonandwhatkindofactionisappropriate.Grunig-HuntPublicRelationsModelsPressagentry/publicity:Earlyform,one-waycommunication,fromsourcetoreceiver,withexpressintentionofwinningfavorablemediaattention.Publicinformation:(earlyformofone-waycommunicationdesignednotnecessarytopersuadebuttoinform.Two-wayasymmetric:Thisisamoresophisticatedtwo-waycommunicationapproachthatallowsanorganizationtoputoutitsinformationandtoreceivefeedbackfromit’spublicsaboutthatinformation.Two-waysymmetric:Preferredwayofcommunicatingadvocatesfreeandequalinformationflowbetweenanorganizationanditspublicbasedonmutualunderstand.Approachismore“balanced”(a.k.a.symmetrical)信息Thecontentisthemessage:Mostpopulartheory,sayswhateverthemessageis,iswhatitis(manifestcontentratherthanlatentcontent)Themediumisthemessage:FromMarshallMcLuhan,saysthecontentmaybelessimportantthaninthemediuminwhichitiscarried.Thepersonisthemessage:Thespeaker,inotherwords.Hitleristheexample.Goebbels曾说：“任何认为自己能说服别人的人，都能够说服别人。”这主要倚重沟通者的个人魅力。ReceiverbiasStereotypesSymbolsSemanticsPeergroupsMedia:舆论导向指媒体对公众关注点的控制。两个事实：新闻媒体并不是反映事实，而是对其进行过滤和调整；媒体集中关注某些事件和话题的做法使公众相信这些事实要比其他事实重要。人们常常根据自己读到的或听到的事情进行判断，而不会深入探究事实的真相。反馈Itmaychangeattitudes:Thisresult,howeverisverydifficulttoachieveandrarelyhappensItmaycrystallizeattitudes;Morecommon,meansitwillinfluencereceiverstotakeactiontheymighthavebeenthinkingabouttakingbutneededanextrapushMaycreateawedgeofdoubt:Communicationcansometimesforcereceiverstomodifytheirpointsofview,questiontheiroriginalthinkingonanissueItmaydonothing:Hasnoeffect.