... to achieve the desired outcome- in this case being a change in behaviour. We can now look at the theories applying to each step of the domino model. MESSAGE The Message-learning or Learning theory has been worked on by many theorists, but in particular Katz and Hovland. It is based on the concept that we "learn" a new attitude depending on the way ... a complex and involved process that is still being studied today. As a PR practitioner, it is vital to be aware of these theories to understand how to move a public from being latent to active and therefore having a successful campaign. WO...

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