C
| Concept | Definition |
|---|---|
| Central selling theme | The major reader benefit is that it is introduced early and emphasized throughout a sales letter. |
| Claim letter | A letter from the buyer to the seller, seeking some type of action to correct a problem with the seller’s product or service. |
| Cliché | An expression that has become monotonous through overuse. |
| Communication | The process of sending and receiving messages. |
| Complex sentence | A sentence that has one independent clause and at least one dependent clause. |
| Compound sentence | A sentence that has two or more independent clauses. |
| Conclusions | The answers to the research questions raised in the introduction to a report. |
| Concrete word | A word that identifies something the senses can perceive. |
| Connotation | The subjective or emotional feeling associated with a word. |
| Cross-tabulation | A process by which two or more items of data are analyzed together. |
| Campaign | In advertising, a large number of ads that stress the same theme and appear over a specified length of time. |
| Change agent | Individual who exerts influence on opinion leaders to adopt an innovation. |
| Charisma | An attitude of enthusiasm and optimism that is contagious; an aura of leadership. |
| Chronemics | The study of how people perceive, structure, and use time as communication. |
| Code | Set of rules or symbols used to translate a message from one form to another. |
| Communication flow | The direction (upward, downward, horizontal) messages travel through the networks in an organization. |
| Communication networks | The patterns of communication flow between individuals in the organization. |
| Communication policies | Final statements of organizational positions related to communication activities and behaviors and information sharing. |
| Competitive style | A win/lose approach to conflict situations which typically involves a good deal of argumentation. |
| Compromising style | An approach to conflict which emphasizes all parties getting some of what they want. |
| Computer-Mediated Communication (CMC) | Any form of interpersonal, small group, organizational, or public communication that occurs with the use of computers. |
| Conduit metaphor | The persistent bias within the English language towards assuming that communication is a transmission of meanings “contained” in words from “senders” to “receivers.” |
| Constructivism | Theory explaining communication as a fundamentally interpretive process through which persons organize and create personal reality examines the complexity with which persons develop and organize different categories of perception called constructs. |
| Contentious style | Tendency to challenge others when disagreements occur. |
| Controlled media | Those media that the public relations practitioner has actual control over, such as a company newsletter. |
| Copyright | The protection of a creative work from unauthorized use. |