Implications of the Concept of the Schema for Public Relations.

Understanding the cognitive principles inherent in schematic concepts can enhance the practice of fundamental public relations activities. Schemata dictate what information will be attended to, what interpretations will be made of it, and how it will be remembered. Both self-schemata and other-schemata help individuals organize and interpret their environment. This concept of self versus other schemata has implications for all information programs, especially in regard to the memory function of information processing. Since a number of pieces of information or experience produces complex schemata, the public relations practitioner should realize that mere exposure to a series of communications on a single topic could produce more mature schemata than those resulting from a single article, report, or release. Timing is another key variable in the practitioner's understanding of how schemata dictate thoughts on and affective reactions to messages. To judge from the effects of mass media press releases, public relations staffers should allow readers or viewers time to mull over message content. The timing for releasing information is also critical. By tailoring messages to fit an intended audience's schemata, public relations practitioners can have a greater influence on message impact. (HOD)