Communication. Chapter 7. Research, Action, Communication , Evaluation. Communication follows Research and Program Planning (Action) in the public relations process Communication is the process by which objectives are achieved
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…it is important to have an understanding of:
(The first two outcomes are much easier to achieve than the last three. Many other factors must come in to play to achieve the last three such as predisposition to the message, peer reinforcement, feasibility of the suggested action and environmental context, for example)
Getting people to act on a message is not a simple process. A key to this is understanding the adoption process: