Principles of Effective Communicati on A digital message production by Annamarie Bailey

What is “source credibility?” …perceptions about the sources held by the receivers of audiences. QA Characteristics of credible sources include: Trustworthiness Expertise Dynamism Physical Attractiveness Perceived Similarities Source Credibility

A What is “salient information?” …message content that is motivational for the intended audience. Q Salient Information It must strike a responsive cord or it will be discarded.

A What are “nonverbal cues?” …choosing appropriate symbols to represent the organization or cause. Q May involve setting the mood through: Sound Colors Room Layout Scheduling Nauture of Interaction Nonverbal Cues

What are “verbal cues?” …selecting the proper wording to convey the message. Verbal Cues Most important considerations are : Clarity Appropriateness QA

A What is “two-way communication?” …successful public relations relies on programming feedback mechanisms. Q Communication Two-way Communication They are either immediate or delayed, depending on the nature of the communication interaction.

A Who are “opinion leaders?” …leaders who communicate with influentials that communicate with their followers. Q Opinion Leaders Opinion leaders may be based on status or may have no formal position.

What is “group influence?” …cohesiveness, mutual interactions, and sharing a set of norms in a group. Group Influence QA Targeting this group allows group members to work on behalf of the organization or to influence group members.

A What is “selective exposure?” … seeking out and accepting communication supporting their beliefs. Q Selective Exposure Practitioners create specific messages depending on the nature of the target audience (positives, undecideds, negatives). This will also influence media choice.

Audience Participation A What is “audience participation?” …when the audience is encouraged by persuasion. Q This can be done through direct experience or Involvement with the organization or cause.