The nature of the communicator's job has changed dramatically over the last decade. While communicators still prepare speeches, press releases and articles for corporate magazines, they are now being asked to perform managerial duties such as planning, consulting stakeholders and advising CEO's and vice presidents. Communication Planning focuses on these additional responsibilities and examines the role of integrated planning in modern organizations. Sherry Ferguson's comprehensive study includes the theoretical foundations of communication planning and strategic approaches to planning for issues management.

Message Design: Theories of Persuasion

Message design theories of persuasion

A classical model of persuasion, the Elaboration Likelihood Model, differentiates between persuasive efforts that stimulate conscious processing of messages and those that work on the unconscious mind (Petty & Cacioppo, 1986). The model reflects research by Krugman (1965, 1977) and Langer (1978), who spoke of a continuum of awareness in how people process messages. This awareness can range from “mindless” to “mindful” thought: “Mindful message processing assumes that receivers will be active in making distinctions, assigning meanings, and creating categories, while mindless processing relies on distinctions and meanings previously developed … or on triggering emotion” (Pfau & Parrott, 1993, p. 175). That is, triggers in the message content (often visual) transport the audience to an earlier ...

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