Chapter 7

The most effective tool P.R. practitioners have at their disposal is communication.   Patrick Jackson has 5 major points on what a message should be: appropriate, meaningful, memorable, understandable, and believable.  There are also 2 main forms of audience, the passive and the active.  The passive will merely receive information that is entertaining and memorable, while the active seeks information that must be provided.  The 2 types must be considered when taking on a message.  As always there is a way to create a message inappropriately.  Avoiding certain things can help.  Don’t use jargon, cliches, euphemisms or discriminatory language.  Understanding these will help create a memorable and moving message.


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