Abstract
Drawing on the motivation, ability, and opportunity (M-A-O) model in the consumer psychology literature, this article suggests that motivation, ability, and opportunity provide theoretically rich frameworks to address strategies for effective communication with publics in general and inactive publics in particular. Examples of specific techniques frequently used in the construction of public relations messages are related to each of these three concepts. Implications for public relations practice and research are discussed.Kirk Hallahan is assistant professor in the Department of Journalism and Technical Communication at Colorado State University.
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