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A planned process to influence public opinon
-using sound character
- proper performance
- mutual two-way communication |
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R.A.C.E
(Process to influence Public Opinion) |
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1.Research- research attitudes about issue at hand.
2.Action- identify action of client in public interest.
3.Communicate- that action to gain understanding, acceptance and support.
4.Evaluation- evaluate the communication to see if opinion has been influence. |
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fundamental PR skill
News releases, speeches, brochures and ads |
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| special events, media events, management functions |
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| dealing with management and its interactions with key publics |
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| of attitudes and opinions that influence behavior and beliefs. |
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| (marketing related) generating positive publicity for a client or employer |
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| (marketing related) creating brochures, sale literature, meeting displays and promotions. |
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| positively putting forth the organization's messages and image within the community. |
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| interfacing with consumers through written and verbal communications. |
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| dealing with legislatures, regualtors, and local and state and federal officials---all of those who have governement interface with the organization |
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| for public companies, communicating with stockholders and those who advise them. |
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| Special Publics Relations |
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| critical to unique organizations; African Americans, Women, Asians |
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| Public Affairs and Issues |
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| dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm. |
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-First Presidential Press Secretary.(Andrew Jackson)
-the Adminstration's 1st newspaper the "Globe"
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Barnum's circus.
-Press Agentry (circus)
-midgets, fat lady
-spin negatively that would attract attention
-Downfall: not trustworthy cause no relationship was built |
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-Real Father Of PR, first press release
-honesty and inform the public
-Rockerfeller, Ludlow Massacre
-Advice: Change your policies to what people want, because eventually they will find out. |
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-master of persuasion
-First to teach a PR Class
-Nephew of Sigmund Freud
-"Crystallizing Public Opinion"
-Womens smoking was acceptable in the public
-lights Golden Jubillee in honor of Edison (turn on/off lights) |
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-At&T, helped to preserve their good name through word and actions.
-Served on many prestigious company's Board of Directors
-Significance: Corporate PR
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| -Revolutionary War: Set up the Boston tea Party and a Committee to disprove British talk |
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| Cared little for society "Vanderbilt" |
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| Inform, Persuade, Motivate, Build mutual understanding |
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| stated that an organization would beam a message first to the mass media which then would deliver that message to the readers, viewers for their response. |
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suggests that people pick up and accept ideas from leaders, whose impact may be greater than the mass media
-Elmo Roper |
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| Two Way Symmetrical (Pat Jackson/Arthur Page) |
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1.Building Awareness (send out the message)
2.Developing interest (start to form opinion)
3.Triggering event (lose weight 4 summer, campaigns and rallies)
4.Intermediate Behavior (how to change)
5. Behavioral Change (they changed/didn't) |
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| SMEDR Communication Process |
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Definition
| Source, Message, Receiver, Encoding, Decoding |
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| have knowledge about the receiver and their beliefs and then work to challenge their preconceived notions to convince them otherwise. |
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| Coordinated Management of Meaning Theory |
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| When we communicate with others we receive and send message of our beliefs. this theory says that communication is more than just sending a message. |
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| Grunig-Hunt Public Relations Models |
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Grunig-Hunt Public Relations Models
1. Press Agentry/Publicity |
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Definition
one way communication that beams a message from source to receiver with the express intention of winning favorable media attention.
source--->receiver=good media. |
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Grunig-Hunt Model
2. Public Information |
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| one-way communication method design not to persuade but to inform. |
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Grunig-Hunt Model
3.Two-way asymmetrical (Burnays) |
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two way communication approach
sends message-->receive feedback from public------->change its response (not decision) to help persuade the public to agree. |
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1.Press Agentry/ Publicity- create a buzz, news coverage, used a lot in sports
2.Public Information
3.Two-way asymetrical- to persuade
4.Two-way symmetrical- build relationships, including within a company
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customer service for AT&T
-first person to reach out in letters and survey the public |
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Wrote about public opinion
-power of imagery, people remember 70% of what they see |
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-Two-way communication
-delivering the message
-planning
-public interest (how it effects more than the company)
-management function- (lay offs)
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| if there is a bad supervisor and employees start to adopt behavior, model behavior is awarded. |
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| - peer groups, stereotypes, using the right words so that the audience understands |
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| doesn't tell the audience what to think but what to think about |
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| we look for information that supports our views and ignore info that counters our beliefs |
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| WIIFM- persuasion and public opinion |
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| Self Interest... WHATS IN IT FOR ME? |
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Strategic- determines objectives and establishes benchmarks.
Evaluative- done to see if a PR plan has accomplished its goals and objectives and where it can be modified for the better. |
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| helps builds theories about why people communicate, how public opinion is formed, and how a public is created. |
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| collected by someone else. Desk Research. Library. |
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| Qualitative vs Quantitative |
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Quality- Subjective-interpretations (interviews, words, pictures)
Quantity- Objective-solid data (Data, Surveys) |
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| DEFINE your objectives and audience, RECRUIT your groups, Choose the right MODERATOR, 4-6 # of Focus Groups, Use a DISCUSSION GUIDE, Choose PROPER FACILITIES, Keep a TIGHT REIN ON OBSERVERS, Consider OUTSIDE HELP |
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| randomly select participants |
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| systematic random sampling |
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| determines who will participate, 1 out of 10 ppl |
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| stratified random sampling |
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| surveying different segments of the population |
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| breaking the population down into groups and selecting potential sample from those groups |
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non random sampling
convenience samples |
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| accidental or opportunity samples, unstructured, designed to elicit points of view |
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non random sampling
quota samples |
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| subjects are chosen based on certain characteristics |
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