The communication step is also called execution. The goals of communication are to inform, persuade, motivate, and achieve mutual understanding. Patrick Jackson believed that the communicator should ask whether the message is appropriate, meaningful, memorable, understandable, and believable. To receive the message is how it moves from the sender to the reciever. There are five communication elements: encoder, message, channel, decoder, and feedback. The chapter then goes on to talk about two-way communication and this is another way to think of feedback. When receiving or sending a message, you have to pay attention to the message. There are passive and active audiences. Passive audiences pay attention to a message only because it is entertaining and offers diversion. Active audiences actively look for different information. To understand a message, you have to have effective use of the language and write for clarity (avoid jargon use symbols, etc.). You have to believe the message, remember the message, and act on the message. Decisions are influenced in the awareness stage, interest stage, and evaluation, trial, and adoption stages. Word of mouth campaigns are used by organizations to reach consumers through their friends and/or colleagues.
These notes were taken from the book Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.