Recap 1 What is Communication? How do we Communicate? What is a Skill? Language Skills Types of Communication Styles of Communication The Communication Cycle Communication in Workplace

Theories of Communication Week 1

Phoneme Morpheme Word Phrase, Clause Sentence Paragraph Text Syntax= Semantics Combination of two or more phonemes= prefixes, suffixes Phone=Sound Discourse/ Dialogue

Definition of Theory Theory is any attempt to explain or represent a phenomenon It helps to answer the “how” and “why” questions about communication 4

Characteristics of Theory Theory is an abstraction Theory is a construction As Robert Cox said “Theory is always for someone and for some purpose” (Cox, 1981: 128) 5

Goals of Theory Explanation Understanding Prediction Social change 6

The TWO STEP FLOW theory The two step flow theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the People’s Choice, A 1948 study focused on the process of decision- making during Presidential election campaign 7

The TWO STEP FLOW theory This theory argued that: Ideas often flow from the mass media to the opinion leaders and from them to the less active sections of the population 8

The CONCENTRIC CIRCLE theory 2. The concentric–circle theory: Theory developed by Elmo Roper Elmo Roper: ( ) was a pioneer in the fields of market research and public opinion 9

The CONCENTRIC CIRCLE theory The concentric–circle theory stated that ideas evolve gradually to: –The public at large moving in concentric circles from –great thinkers to –great disciples to –great disseminators to –lesser disseminators to –the active audience to –the inert 10

11 Source: IDEA

The DIFFUSION OF THE INTERNET 3. The Diffusion of the Internet: The Internet as a communications tool has exceeded cultures, boundaries and geographies 12

4. CONVERGENCE theory 4. Convergence theory: This digital convergence theory emphasized the new reality of convergence of new technologies This means that these technologies integrate all digital media types, including video, data, voice in one medium (the MOBILE) 13

5. SPIRAL OF SILENCE theory 5. Spiral of silence theory: Is an innovative theory of public opinion developed by Elisabeth- Noelle-Neumann She argued that people tend to remain silent when they feel that their views are in the minority The so-called silent majority fears becoming isolated 14

Why mapping communication thoeries? Public relations professionals should have an idea about these theories, because it represents the conceptual foundation which helps them understand the foundations of a successful public relation strategy 15

Goals of communication

In public relations, communication should undergo a process of planning, management and reflection In public relations every act of communication has a goal, an objective or a purpose 17

Four Typical Communication Goals There are four typical communication goals: Informing Persuading Motivating Building mutual understanding 18

Four Typical Communication Goals Informing: The communication goal of public relations is to inform a particular public 19

Four Typical Communication Goals Persuading: A regular goal of public relations communication is to persuade people to take actions 20

Four Typical Communication Goals Motivating: Motivation of employees to “pull for the team” is a regular organizational communications goal 21

Four Typical Communication Goals Building mutual understanding: Public relations communicators often seek to attain mutual understanding between opponents in a group, community or society at large 22

The Publics of Public Relations

Public relations people must communicate with many different publics each having its own special needs and requiring different types of communication The lines that divide these publics are thin, and the overlapping potential is significant 24

The Publics of Public Relations Publics can be classified into several overlapping categories: –Internal and external: Internal publics are inside the organization: clerks supervisors managers stockholders and the board of directors 25

The Publics of Public Relations External publics are those not directly connected with the organization: The press Government Educators Customers Suppliers The community 26

The Functions of Public Relations

The Functions of PRs Writing: a fundamental public relations skill News releases Speeches Brochures 28

The Functions of PRs Researching: Beliefs Values Attitudes that influence behavior 29

The Functions of PRs Marketing communication: other marketing-related functions, such as Creating brochures Sales literature Promotions 30

The Functions of PRs Community relations: positively putting forth the organization’s –Messages –Images within the community 31

The Functions of PRs Consumer relations: interfacing with consumers through –Written –Verbal communications 32

SUMMARY Theories of Communication – Two step Flow Theory – Concentric Circle – Convergence theory – Spiral of Silence Theory The goals of communication the function of RPS’S 06/10/201533

YjhjN/3_Theories_of_Communication_powerp oint_ppt_presentation YjhjN/3_Theories_of_Communication_powerp oint_ppt_presentation Based on a research and Seitel’s The Practice of Public Relations by Dr. Mohammed Ibahrine 06/10/201534