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Public Relations Communication Theories - Essay Example

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To What Extent Can Communications Theory Illuminate Areas of Professional Communications Practice? Communication theory plays a pivotal role in the in professional communication practice. In order to understand the relationship between communication theory in terms of theory of message and the professional communication, we first need to understand the concepts of underlying terminologies…
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Public Relations Communication Theories
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Download file to see previous pages According to general public or business group, communication refers to the transferring the information from one source to another source. In other words, in the general public context the communication and information are used interchangeably. Communication is considered as the small part of the big picture, which includes organizing, planning, controlling and managing ( Dainton & Zelley, 2005, p. 2). Contrariwise, the views of scholars are different regarding the concept and perception of communication. Marianne Dainton & Elaine D. Zelley, in their book on “Applying Communication Theory for Professional Life” (2005, p 2-3) described that scholars believe that the communication is believed to be the process instead of information. The kind of process, which is elaborated in the book, is referred to as the one in which people interact with each other to create the meanings and then develop the sustainability of the messages, which may lead them to organize and manage the meanings of the messages. In other words, the communication process begins with the creation and ends with the management of the meanings of messages. The concept of communication theory seems to be highly emphasized on information transmission. Claude Shanon, gave the theory of communication. His theory of communication discussed message transmission instead of information transmission (1948, pp. 379-423,623-656). Shanon used the term message instead of information. The reason to use the message as the key term to describe the communication was that he wanted to elaborate the concept of knowledge communication. Therefore, the Shanon’s theory of communication is also believed to be the theory of message. The message also includes the signs and symbols as the way to communicate. Most of the times the message and information are used interchangeably for the purpose of communications; they are similar but not identical. According to Rafael Capurro’s work on “Angeletice, A Message Theory” (2003), the similarities that exist between message and information are as follows. Sender Dependent A message is believed to be sender dependent. The sender dependency refers to the asymmetric structure of communication, which may still require the receiver to ask for more information. For example, the sender may only send the indication to communicate through message and once the communication started, the receiver may need to ask for information to have detail knowledge for communication. Message/ Information Brings Something New This may refer to the similarity between the message and the information. The message and information are supposed to bring something new to the receiver. The receiver expects the communication may bring something relevant and new. Therefore, message and information both strike the mind of the receiver, if they are understandable. Coded/ Transmitted The message and information both are transmitted through coded forms. For example in the cellular systems the message is coded in accordance with the transmission systems used. Therefore, the coded system for communication purpose exists for both message and information transmission. Expression A message and information are believed to be utterance that gives receiver selection through the mechanism, by which the message or information is released, but information may most of the time lack expression and communicate with ...Download file to see next pagesRead More
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