Chapters 2 and 3

7 Sep

In chapter 2, the information that was most interesting was in the Ancient Beginnings section. There was a “very high premium on communication skills” (pg. 23). Studying Greek philosophy and other ancient systems in the past couple years, there were always great speakers in leadership positions. The more the book stressed that fact, the more I realized it was true. Even in times not so ancient, many great leaders were also good with words. Martin Luther King Jr. was a great leader and he was also a great writer and speaker who knew how to touch people’s emotions.

The trends that have influenced the evolution of PR theory and practice are universal and for me – living in this generation – have been very influential. Number 5, the “dominance of the internet and growth of social media” has affected me the most. I have also seen this trend in affect. Since I was young I have used the internet, like the other “1.4 billion of the world’s population” (page 23).  I cannot remember a day after the age of 8 that I was not around or near a computer or other mediums that get messages through and back.

To use media, there needs to be a mutual understanding of goals, like the four in chapter 3 – “ to inform, to persuade, to motivate, and to build mutual understanding” (page 47). Before putting information out on the table, these goals should be thought about and be in the message the sender is trying to get across to a receiver through the right medium. However, this brings about the question of what a message is – the content, the medium or the person who sends it (page 51)? I believe all three plays a role in what the message is. The main message is the words, but the way it is sent could mean how important it is. In person, the message could seem more important than through a text message. Also, if you work for a company and a statement is said by the CEO, it may have more meaning than if it were said by his assistant. I do not believe any of these are more important than the other.


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.


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