-There are 5 communication elements when it comes to PR planning: sender/source, a message , a channel, a receiver, feedback.

-2 way communication is one of the most important forms of feedback.

-The most effective way of having 2 way communication is face to face conversation between 2 people.

-There are 2 different types of audiences PR firms cater to, passive and active.

-For an audience to understand a message, there must be an effective use of language and clear writing.

-The 5 stage adoption process of acting on a message is: 1)awareness 2)interest 3)evaluation 4)trial and 5)adoption

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