According to James Grunig, professor emeritus of public relations at the University of Maryland, the five possible objectives for a communicator are:
• Message Exposure - This refers to situation when the intended people get exposed to the message that is being shared. Here, materials are provided to the mass media by the PR personel.
• Accurate dissemination of message - Messages must be passed across and communicated as clearly as possible without giving out false information or witholding back some information which is vital for the accuracy of the information delivered.
• Acceptance of the message - The message passed must be accepted by the person that's being addressed.
• Attitude change - There must be an attitude change after the message has been delivered as these shows acceptance and products should be purchased.
• Change in overt behavior - Overt behavior is openly seen and hence, there will be change in overt behavior and the goods will be purchased.
The approach suggest that a firm's cost of retained earnings can be estimated by adding a risk premium of 3% to 5% points to the before-tax interest rate on the firm's own long-term debt.
The bond-yield-plus-risk-premium approach does assumes that cost of equity is closely related to the firm's cost of debt.
The premium approach does help to determine the value of an assetof a company's such as its traded equity.
However, the approach suggest that a firm's cost of retained earnings can be estimated by adding a risk premium of 3% to 5% points to the before-tax interest rate on the firm's own long-term debt.
If an investment project can be repeated, i.e. its life cycle can be extended by reinvesting, the NPV of the project will change.
When considering two mutually exclusive projects, the NPV method should always be considered before the IRR as a means of evaluating which project should be carried out.
