Ch03 Communication（课件）- 《公共关系实务》同步教学（清华大学版）

The Practice of Public Relations Fourteenth Edition Chapter 3 Communication . If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 Learning Objectives 3.1 To discuss the goals and theories of modern communication as they relate to the practice of public relations. 3.2 To explore the importance and proper use of words and semantics to deliver ideas and persuade others toward one’s point of view. 3.3 To discuss the various elements that effect communication, including the media, the bias of receivers, and the individuals or entities delivering messages. 3.4 To examine the necessity of feedback in evaluating communication and formulating continued communication. . . Chapter 3 begins Part 2, which talks about the preparation/process of public relations. It emphasizes communication. 2 Bitcoin Crypto currency that exists digitally Bitcoin and blockchain are risky and misunderstood, but are hot commodities Companies that included blockchain increased their market valuations . Few people understood bitcoin, and it came down in value as quickly as it went up, but it still affected markets. In fact, companies that had little to do with bitcoin but referenced it in their brand names were rewarded by the stock market. For example, Long Island Tea Company’s stock surged 200% when it changed its name to Long Blockchain Corp because it wanted to buy a crypto currency business. 3 Communication All important in the 21st century How you convey information What you say Messages you deliver Internet and social media tie people around the world together “Quiet communications” are over . . Nearly the whole world is wired. The world has become a global village in which communication is a powerful tool, and communications must be handled with great care. 4 Public Relations Practitioner = Professional Commu