1. presented by Annamarie Bailey

2.  perceptions about the sources  characteristics:  trustworthiness  expertise  dynamism  physical attractiveness  perceived similarities

3.  must be motivational  must strike a responsive cord

4.  choosing appropriate symbols  sets the mood:  sound  colors  room layout  perceived similarities  Scheduling  nature of interaction

5.  selecting proper wording  most important considerations:  clarity  appropriateness

6.  successful public relations:  programming feedback mechanisms  immediate or delayed

7.  effective communication:  two-step flow  multi-step flow  opinion leaders:  status  no formal position

8.  reference group members:  cohesiveness  mutual interactions  share a set of norms  influence each other

9.  specific messages are created depending on the target audience  positives, undecideds, negatives  influences media choice

10.  practitioners encourage audience self-persuasion:  direct experience  involvement with the organization or cause