Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron-

Ch. 7- Communication

My favorite subject in PR because I believe it is my true strength. In the text this step in the process is known as EXECUTION. After researching, and planning one must follow through with their plan. There are objectives that must be put within reach at this juncture. They are as follows: message exposure, accurate dissemination of message, acceptance of message, attitude change, and change in behavior. The receiver must receive, pay attention, understand, believe, remember, and as a result the receiver must act upon the message. 

Casey Sherwin