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This chapter is about the different types of communication, and how communication works in public relations. An important form of communication is two-way communication where communication is balanced between the sender and receiver. The most effective form of two-way communication is a face-to-face conversation. While mass communication is best to reach the masses, it cuts off immediate feedback.

Types of audiences:

  • passive audiences: look at messages for entertainment and look at messages when “doing little else’ (bored)
  • active audiences: seek information therefore need more sophisticated messages

Write for clarity.

  • Use symbols, acronyms, or slogans: offering simplicity of messages
  • Avoid jargon: messages need to be written for a wide variety of audiences
  • Avoid clichés and hype words: can undermine a message
  • Avoid euphemisms: say what you mean
  • Avoid discriminatory language: don’t offend people

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June 2010

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"Balance is not something you find. It is something you create. "


Husband, Father, & 5K Runner by Birth - 5:45 Miler - 1x 26.2'er by Curiosity - Hydration by Gatorade, Fuel by GU, Traction by Brooks - Team Orange & Black Attack. Reese's Peanut Butter Cup Lover & Hanson's ODP Junkie. This is my life as a Florida runner. (Ephesians 3:14,15)

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I haven't been everywhere, but it's on my list - Susan Sontag


I'm Bards. I'm moving ... and soon running crazy long and fast again.

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My Hiking Adventure

Preparing for the PCT!

Trail to Peak

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Flexitarian Filly

Food and marathon training of a flex-fueled racehorse running the 2016 Olympic Trials Marathon


I shall be telling this with a sigh Somewhere ages and ages hence: Two roads diverged in a wood and I— I took the one less traveled by, And that has made all the difference. ~Robert Frost