Chapter 7 is called Communication.
Five objectives of communication are:
- message exposure
- accurate dissemination of the message
- acceptance of the message
- attitude change
- change in overt behavior
Many things are important in communication. Some other key points are receiving the message (the more people, the harder it is to communicate), paying attention to the message (sometimes a speaker must tailor the message to meet the needs of the recipient), understanding the message (use common language), believing the message (depends on level of involvement), remembering the message (repeat extensively), and acting on the message (awareness, interest, evaluation, trial, and adoption).
All information is based off of the content from Public Relations: Strategies and Tactics (9th ed.) by Dennis L. Wilcox and Glen T. Cameron.