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.

Understanding the Psychology of Audiences: Beliefs, Attitudes, Values, and Needs

Understanding the psychology of audiences: Beliefs, attitudes, values, and needs

Audience response to information or persuasion strategies depends on their beliefs, attitudes, and values. Studies of perception indicate that we are most likely to attend to—and recall—information that fits well with existing belief systems. In this chapter, theories related to beliefs, attitudes, and values are reviewed to assist the communication planner in developing effective strategies and designing appropriate messages. Audiences are the starting point for all planning efforts. The latter part of the chapter considers audience needs for achievement, power, and affiliation and the impact of personality on how audiences receive messages.

The Influence of Beliefs, Attitudes, and Values on How Audiences Receive Messages


Belief systems, which act ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles