PR Final

T

Cognitive dissonance

Relative advantage

T

T

Awareness and interest

destination

COMMUNICATION IS A TRANSACTIONAL PROCESS BASED ON A SHARED INTERPREATION OF REALITY VIASYMBOLS

• Message exposure • Accuracy in the dissemination of the message • Acceptance of the message • Attitude change • Change in overt behavior

(1)source, (2)encoder, (3)signal, (4)decoder, and (5)destination.

Lazarsfeld said that " ideas often flow from radio and print to the opinion leaders and from them to the less active sections of the population (followers)". Communication balanced between the sender and the receiver. social media networks are a good example. face-to-face convo is most effective.

Tell me and I will forget. Show me and I will remember. Involve me and I will understand.

surveillance of environment, entertainment/diversion, reinforce opinions, and decision making. The communicators audience is not a passive recipient- it cannot be regarded as a lump of clay to be modeled by the master propagandist. Rather, the audience is made up of individuals who demand something from the communication to which they are exposed, and who select those that are likely to be useful to them. Basic premise is that the communication process is interactive. Assumes that people make highly intelligent choices about which messages require their attention and fulfill their needs.

Laswell Who says what, in which channel, to whom, with what effect. Situational: Walt Seifert: "Dissemination does not equal publication, and publication does not equal absorption and action."

Albert Bandura through four main stages of imitation: close contact, imitation of superiors, understanding of concepts, role model behavior

based on audience perception. lower in ads then newspaper articles

People will not believe a message contrary to their predispositions unless the communicator can introduce information that causes them to question their beliefs.

1. Awareness. A person becomes aware of an idea or a new product, often by means of an advertisement, a news story in a newspaper, a mention on the nightly news, or a posting in a chat group. 2. Interest. The individual seeks more information about the idea or the product, perhaps by ordering a brochure, reading an in-depth article in a newspaper or magazine, or doing a Google search. 3. Evaluation. The person evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process. 4. Trial. Next, the person tries the product or the idea on an experimental basis by using a sample, witnessing a demonstration, or making qualifying statements such as, "I read. . . ." 5. Adoption. The individual begins to use the product on a regular basis or integrates the idea into his or her belief system. The "I read . . ." becomes "I think . . ." if peers provide support and reinforcement of the idea. The adoption process is affected by relative advantage, compatibility, complexity, trialability, and observability. The time needed to adopt a new idea or product can be affected by the importance of the decision as well as by the personality of the person receiving the message.

Rogers's "Diffusion of Innovation" research book - five factors that influence a person's evaluation of a product or an idea: 1.Relative advantage. The degree to which an innovation is perceived as better than the idea it replaces 2.Compatibility. The degree to which an innovation is perceived as being consistent with the existing values, experiences, and needs of potential adopters. 3.Complexity. The degree to which an innovation is perceived as difficult to understand and use. 4. Trialability. The degree to which an innovation may be experienced on a limited basis. 5. Observability. The degree to which the results of an innovation are visible to others.

direct, simply expressed, and contain only one primary idea

• Sum of individual opinions on an issue affecting those individuals, collection of interested views • Concept matured in 20th century with public opinion polling, between two world wars became empirical

*Once self-interest is involved public opinion is hard to change

Less interest causes more passive opinion; more interest causes more active opinion

public opinion is Highly sensitive to events. Events triggers the formation of public opinion and sometimes swing public opinion from one side to another (9/11 and terrorism)

public opinion is very difficult to measure. Reality is always changing, so is public opinion towards it. Public opinion is affected by a wide range of different factors

• Heavy consumers of mass media • Early adopters of new ideas Formal: Positions as elected officials, president of companies, or heads of membership groups. Journalists often ask them for statements when a specific issue relates to their areas of responsibility or concern. Also called power leaders Informal: have clout with peers because of some special characteristic. They may be role models who are admired and emulated or opinion leaders who can exert peer pressure on others to go along with something.

Mass media play a major role in setting the agenda for public discussion and debate. The media provides the public subjects to think about, but not necessarily what to think.

People who know little or nothing about a subject depend on mass media for their information and opinions. This is called the media-dependency theory.

Journalists often look for conflict in a story; public relations people strive for accommodation and conflict resolution. This is the Conflict Theory.

Framing theory describes how both journalists and public relations personnel shape or "frame" a particular aspect of an issue or controversy.

• Formalized by the ancient Greeks • Persuasion is a communication process in which communicators attempt to change awareness, attitude, belief or behavior in a context of free choice • Purposes: • Change or neutralize hostile opinion • Crystallize latent opinions and positive attitudes • Conserve favorable opinions

• Aristotle - ethos (source credibility), logos (logical argument), pathos (emotional appeal)

• "Propaganda is the deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandist." (Jowett & Donnell) - Difference from persuasion is that propaganda sells a belief system or constitutes political or ideological dogma - Really about manipulation rather than discussion

• Publics will automatically have a level of suspicion because they know the communicator is promoting a client or organization. • The interests of that client or organization will not be well served by false or misleading communications. • Do not use false evidence • Do not intentionally use unsupported reasoning • Do not falsely represent yourself • Do not use irrelevant appeals as diversions • Do not make false links to favorable values, motives, or goals • Do not cover up consequences • Do not use baseless emotional appeals • Do not oversimplify complex situations • Do not feign certainty • Do not advocate what you don't believe yourself

aggressive • Intimidation, control, fighting, manipulation • No regard for other person's feelings • Anger-driven • Loserespectand trust passive • Anxietydriven • Taken advantage of • Avoidsconfrontation • Intimidated assertive • Moreeffective • Focusonspecificissuesand problems • Recognizes values and beliefs • Doesn'tviolateothers'rights • Open and tolerant • Attackissuesandnot persons

Knowledge of audience characteristics such as beliefs, attitudes, concerns, and lifestyle is an essential part of persuasion. It helps the communicator tailor messages that are salient, answer a felt need, and provide a logical course of action. Classify people by lifestyle, attitudes, and beliefs (psychographics)

A message is more believable to the intended audience if the source has credibility. This was Ethos, and it explains why orgs use a variety of spokespeople, depending on the message and the audience. 3 factors: expertise, sincerity, charisma Using celebrities has down falls

Publics become involved in issues or pay attention to messages that appeal to their psychological or economic needs. Challenge is to tailor messages to 8 needs: power, respect, well-being, affection, wealth, skill, enlightenment, physical and mental vitality

direct, simply expressed, and contain only one primary idea

A message is more persuasive if environmental factors support the message or if the message is received within the context of other messages and situations in which the individual is familiar

A change in attitude or reinforcement of beliefs is enhanced by audience involvement and participation.

A principle of persuasion is that people endorse ideas only if the sponsor proposes an action. Recommendations for action must be clear.

Expert communicators use drama (humanize an issue), statistics (impress people), surveys and polls (first in customer satisfaction), examples (make opinion more persuasive), testimonials (statements from a satisfied customer), endorsements (given by a paid celebrity), and emotional appeals (to protect animals, etc)

Change or neutralize hostile opinion; crystallize latent opinions and positive attitudes; conserve favorable opinions

T

agenda setting

F

People who have no prior information or attitude disposition regarding a subject.

Journalists often ask and rely on them for knowledgeable statements

F

Not easily changed

T

business or social

Internet

educate inform motivate persuade all answer choices are correct

medical advances the availability of health services potential health risks all answer choices are correct

corporations; individuals

Public affairs officers

Governments have always engaged in campaigns to educate, inform, motivate, and even persuade the public. In the United States, Congress forbids federal agencies from "persuading" the public, so the emphasis is on "public information" efforts.

The U.S. federal government is the largest disseminator of information in the world. The apex of all government information and public relations efforts is the White House; the president's every move and action are chronicled by the mass media. Presidents throughout history have used this media attention to lead the nation, convince the public to support administration policies, and get reelected. All agencies of the federal government employ public affairs officers and public information specialists. Members of Congress also engage in extensive information efforts to reach their constituents. Various states employ public information officers to tell the public about the activities and policies of various agencies. In addition, state agencies conduct a number of campaigns to inform the public about health and safety issues and to promote the state as a tourist destination. All major cities employ public information specialists to tell citizens about city services and promote economic development.

Public affairs specialists build relationships with civil servants and elected officials and also monitor governmental actions that may affect the employer or client. A public affairs specialist primarily provides information about an organization's viewpoint to the public and function of directly working for the defeat, passage, or amendment of legislation and regulatory agency policies. In recent years, there has been public concern about "influence peddling" in terms of former legislators and other officials becoming lobbyists and "cashing in" on their knowledge and connections. To curb abuse, several laws have been passed to regulate lobbyists.

Lobbyists represent the interests of virtually the entire spectrum of U.S. business, educational, religious, local, national, and international pursuits. Lobbying is a formal process closely aligned with corporate and organizational governmental relations. Lobbyist efforts are aimed at the defeat, passage, or amendment of legislation and regulatory agency policies in the interests of the corporation or advocacy organization.

An army of specialists, including public relations experts, are retained by major candidates to organize and raise money for election campaigns. The Internet plays an important role in raising money, generating high visibility for candidates, and increasing the number of registered voters.

membership orgs, advocacy groups, social service orgs, educational orgs, hospitals, health agencies, small-city historical societies, global foundations that disperse million-dollar grants

Ask for donations to pay expenses, finance projects, and recruit volunteers

Fund-raising is a critical issue for nonprofit organizations. Depending on their mission and strategy, nonprofits seek donations from large corporations or foundations or small contributions from individuals. Recruiting volunteer labor is often crucial to making up for lack of operating funds and involving the community in reaching the nonprofit's goals.

Hospitals and health agencies are the two major organizations serving the public's health needs. Public relations professionals help communicate information about medical advances, the availability of health services, and potential health risks.

Public relations at colleges and universities involves both development, or fund-raising, and enhancing the prestige of the institution. The office of development and public relations may conduct meetings, publish newsletters, and arrange tours. The audiences for communication include alumni, students, prospective students, faculty and staff, government, and the general public.

37

Conflict

T

Ingratiation

T

React to surprises

preventable

• Manyorganizationalandsocietalconflictsfall under the purview of public relations • Public relations professionals must develop communication strategies and processes to influence the course of conflicts to the benefit of the organization, and when possible, to the benefit of the organization's many constituents

• Proactive Phase: Issues management, Environmental Scanning • Strategic Phase: Crisis management, Risk communication • Reactive Phase: Crisis communication, conflict resolution. • Recovery Phase: Reputation management, image restoration

• Issues management is the organized activity of identifying emerging trends, concerns, or issues likely to affect an organization in the next few years and developing a wider and more positive range of organizational responses toward the future Proactive and systematic approach to: • Predict problems • Anticipate threats • Minimize surprises • Resolve issues • Prevent crises Chase and Jones described process as five basic steps: • Issues identification - scanning and monitoring • Issues analysis-assessing potential impact on the organization • Strategy options (1)Set higher standards, 2) work with human rights groups to monitor possible violations, 3) establish a new policy • Action plan • Evaluation

-Issue identification -Issue Analysis -Strategy options -Action plan -Evaluation of result Can prevent crisis by: -With proper issues management and conflict planning (against financial irregularities, unethical behavior, & executive misconduct) many of the 'smoldering' crises could be prevented. -Active planning -Managing crisis -Crisis management: series of events of the product or the reputation, or health and wellbeing of the employees at a large.

Public first, take responsibility, be honest, never say "no comment", spokesperson, central media information center, constant flow, accessible, keep a log, monitor the news coverage.

Can minimize adverse effects on the publics, but it also often reduces risk - of lawsuits, of damaged morale in the organization, and of diminished reputation - to the organization itself. When risk communication fails, however, the organization often faces a crisis. It is written or verbal, risk to public health and environment

-Attack the accuser -Denial -Excuse -Justification -Ingratiation -Full apology -Corrective action

• Reputation is the collective representation of an organization's past performance or the track record of the organization in the public's mind • Recovery Phase of Conflict • Reactive Phase of Conflict Management Management

• Reputation repair and maintenance through effective issues management, risk communication, and crisis management techniques • Much easier to keep up a good reputation than to restore a negative reputation • Image restoration takes up a lot of resources and uses up a lot of built up goodwill

mass media

T

F

Corporate social responsibility

accessible, open, and honest

T

Corporate philanthropy

Environmental Relations Corporate Philanthropy Education Commitments Employee involvement Public Health Commitments Corporate sponsorship

The public's perception of business comes primarily from the mass media. Corporations must build a rapport with business editors and reporters by being accessible, open, and honest about company operations and policies.

Customer service, in many ways, is the front line of public relations. Customer satisfaction is important for building loyalty and telling others about the product or the reputationof thecompany. Public relations professionals solicit customer feedback as often as possible and act to satisfy customers' needs for communication and service. The U.S. population is becoming more diverse. Companies are now establishing communication programs, as well as marketing strategies, to serve this growing diverse audience. Special interest groups exert pressure on corporations to be socially responsible. Companies cannot avoid activist groups; they must engage in dialogue with them to work out differences. Consumer boycotts also require public relations expertise to deal effectively with a group's demands.

An important aspect of CSR is increased corporate concern for the environment and the maintenance of sustainable resources. Simply making claims to an environmental conscience (=Greenwashing) is NOT effective.

Employees have been called the organization's "ambassadors." Consequently, the public relations and human resources departments concentrate on communicating with employees just as vigorously as it does on delivering the corporate story to the outside world.

Investor relations (IR) is at the center of keeping a company's health and wealth communicated to shareholders and prospective investors. Some key audiences are financial analysts, individual and institutional investors, shareholders, prospective shareholders, financial media and employees. Highest paid specialty area in PR.

Many companies use the tools and tactics of public relations to support the marketing and sales objectives of their business. In many cases, marketing public relations is coordinated with a company's messages in advertising, marketing, direct mail, and promotion. Often called marcom in industry jargon

•Enhancing reputation through corporate associations •Product brands gain visibility •Focal point for marketing/sales campaigns •Generating publicity and media coverage.

Satellite media tour

Product advertising budget

T

Unedited video pictures submitted by practitioner

Issue placement

News release

A mock interview

• Document that provides information to mass media outlets (newspapers, broadcast stations, magazines) • The most common PR tactic • 50% of news in Wall Street Journal comes from news releases • 75% of journalists use PR sources for stories The news release is the most commonly used public relations tactic. News releases are sent to journalists and editors for possible use in news columns, and they are the source for a large percentage of articles that are published. News releases must be accurate, informative, and written in journalistic style. Online news releases are similar to traditional news releases, but the format is condensed and single spacing is used. Most widely distributed news releases are now sent by e-mail or posted on organizational online newsrooms. Multimedia news releases harness the capabilities of the Internet and social media by embedding photos, video, links, social tags, and so on, into the basic news release.

-Publicity photos often accompany news releases to make a story more appealing. -Photographs draw attention and are "read." -Make photos appealing to gatekeepers. Consider: Quality, subject, composition, context, action, scale, resolution

Media advisories or "alerts" are memos to let the press know about something they may want to cover.

Fact sheets provide more detail and background: -Provide the five W's and H of an event -Contain pertinent information about an organization and its products/services -FAQS are a version of a fact sheet

Public relations personnel "pitch" journalists and editors with story ideas about their employer or client. Such pitches are usually e-mailed, but can also be a text message or even a tweet. A good pitch is based on research and a creative idea that will appeal to the journalist or editor.

• Basicelements • News Releases • Fact Sheet (definition: "A supplementary reference tool that summarizes key points about an event, product, or company for media") • Photos with captions • Basic Brochures • AKApresskits • Provides editors and reporters with variety of information and resources • Prepared for distribution at: • Major events (community relations) • New product launches (integrated marketing campaign) • News (press) conferences (crisis events)

-A junket -Journalists are invited to visit companies, etc. -Familiarization trips are used to promote tourist destinations. -Company reps travel to talk person-to-person with journalists. Involve an organization's spokesperson being interviewed from a central location by journalists across the country

VNR = Video News Releases 90-scond VNR=$20,000 to $50,000 • News report (90-second, voice over narrative) • B-roll (unedited video, without narration) • Identificationofclientsandsponsors • Providescript,spokespersoninfo,contacts

Definition: Pre-booked, one-on-one interviews (via satellite) from a fixed location with journalists or talk show hosts. • Dos and don'ts of satellite media tours: - Do include relevant, local angle - Do have a visually appealing set - Do use a credible spokesperson - Don't make it similar to a commercial - Don't be dishonest about content

An unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest. • Onlynonprofit,civicand voluntary organizations are eligible to use PSAs. • CorporateAdvertising:Evenif the messages presented are in the public interest, corporations have to purchase time or space for their ads. • PSAs are uncontrolled - media outlets make decisions about whether to use the PSA or not (and when to use it) • Paid commercial announcements promoting social causes and behavior are NOT PSAs

• Definition: PR specialists arrange for selected items to appear on movies or TV shows • Mutually beneficial for product and producers of TV shows or films • PRpractitionersshouldbealerttopublicity opportunities on TV programs and movies

• Definition: Convincing popular TV programs to write an issue or a cause into their plotlines • Variety of groups are involved: - Non-profit organizations - Special-interest groups - Government - Pharmaceutical companies

Can be used in PR campaigns and employee relations

Avaluablemethodintraining executives to deal with media is a mock interview

-Familiarization trips are used to promote tourist destinations.

-Is produced in a format that television stations can easily use or edit based on their needs -Expensive -Have great potential for reaching large audiences

• ANR=AudioNewsReleases ANR vs. news release: • writtenfortheear • more concise • more conversational • more expensive to produce

• First step: Research • Who is the intended audience? • Who is speaking? (Understand speakers speech patterns) • Discuss with speaker the purpose (objectives) of the speech, key facts and major points, and primary messages ~Use personal pronouns~ Avoid jargon Use simple words Use round numbers Use contractions Avoid empty phrases ~Use active verbs~ Vary sentence length Use questions ~Make comparisons and contrasts~ Create patterns of thought Don't dilute expressions of opinion ~Avoid modifiers~ Keeping the audience in mind: Know your listeners Use their language Use visuals Use humor carefully Watch your facts Focus on the benefit Remember non- verbal cues (S-P-E- A-K): S = SMILE P = POSTURE E = EYE CONTACT A = ANIMATION K = KINETICS (Motion)

Guideline: • Be newsworthy • Invite all news outlet that might be interested • Choose convenient location • Set date/time with media schedules in mind • Issueinvitationearly • Prepare media kit and visual materials • Train spokesperson • Anticipate questions

• Two major differences between commercials and PSAs: 1. Commercial announcements use controlled media • Advertisers pay for the right to choose the form, placement and timing of messages • PSAs are uncontrolled - media outlets make decisions about whether to use the PSA or not (and when to use it) 2. Commercial announcements tend to promote marketplace transitions, PSAs promote social causes and behavior change • Paid commercial announcements promoting social causes and behavior are NOT PSAs