Publicity Insights and Employee Communication Strategies
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Understanding Publicity
Publicity refers to news generated about an organization through media outlets. This information concerns the company; however, it can be either highly positive or negative. It offers a distinct advantage: cost-effectiveness, as the media coverage isn't directly paid for. However, the significant drawback is the lack of control over the message. For example, if an elephant tramples flowers in a park bearing a notice, newspapers might report this fact, generating publicity.
Michael Ray's Hierarchy of Effects Theory
Based on the Theory of Hierarchy of Effects by Michael Ray, this theory posits three primary sequences of knowledge, attitude, and behavior concerning persuasion:
- When personal involvement (attitude) is low and