PUBLIC RELATIONS PUBLICS, GOALS, THEORIES AND COMMUNICATION

TODAY IN CLASS Recap PR as “Spin” Publics Goals of Communication Communication Theories for PR Case Study: The Catholic Church

POP QUIZ The method(s) you choose to use to communicate your message is(are) known as your _____________________.

POP QUIZ What are the three competing theories about how a message is communicated; what gives it meaning?

POP QUIZ Describe the relationship between attitudes, opinions and actions.

PR AS SPIN Spin- putting a positive slant on a negative story “Spin” does not mean “lie”

PUBLICS OF PUBLIC RELATIONS A “public” is a group of people with a stake in an issue, organization or idea

Multinational Corporation Clerical EmployeesEmployee families Managers/Supervi sors MediaStockholders Investment Community CompetitorsSuppliers Special Interest Groups Community Neighbors International Community Banks, InsurersTrade Association Dealers/Distributo rs Customers Federal, State, Local Legislators Regulatory Authorities Academic Community Labor UnionsBoard of Directors

PUBLICS YOU NEED TO CONSIDER Internal- inside the organization External- outside the organization Traditional- currently connected to organization Future- could connect in the future Proponents- support the organization; reinforce beliefs Opponents- do not support the organization; change opinion Uncommitted- crucial; may swing vote one way or other

PUBLICS YOU NEED TO CONSIDER Primary Publics- can help or hinder the efforts the most Secondary- less important, but still play a role Marginal- least important to the efforts

EIGHT SEGMENTATION STRATEGIES 1.Actualizers- most wealth and power 2.Fulfilleds- high resources, principle-oriented 3.Believers- low/no resources, principle-oriented 4.Achievers- high resources, status oriented 5.Strivers- low/no resources, status oriented 6.Experiencers- high resources, action oriented, risk takers 7.Makers- low resources, action oriented 8.Strugglers- lowest resources

OTHER AUDIENCE CONSIDERATIONS Age Sex Race Religion Family Makeup Other demographic and psychographic considerations All of these factors influence what information is communicated and how it is communicated.

GOALS OF COMMUNICATION 1.To inform or educate. 2.To persuade. 3.To motivate. 4.To build mutual understanding.

CONSTRUCTIVISM AND COORDINATED MANAGEMENT OF MEANING When people receive a message, they construct it based on their own thoughts and experiences, coordinating it with what they believe Communication is an intricate series of events, not just a transmission of information

RECEIVER’S BIAS How a message is perceived depends on their own perceptions which are impacted by: Stereotypes Symbols Semantics- the meaning of words Media- can act as an agenda setter

PEER GROUPS A _____________________________ B _________________________ C ___________________________

GRUNIG-HUNT PUBLIC RELATIONS MODELS 1.Press agentry/publicity- one way communication designed to get favorable media attention 1.Public information- one way communication designed to inform the public *Public relations as propoganda

GRUNIG-HUNTE PUBLIC RELATIONS MODELS 3. Two-way asymmetric- organization puts out information, receives feedback; feedback doesn’t necessarily impact action, but communication might change to be more persuasive so public accepts the organization’s direction 4. Two-way symmetric- free and equal information flow

OBJECTIVES An objective is the goal an organization wants to achieve. A public relations campaign can have multiple objectives, but there is generally one, focal objective that manages the others.

SMART OBJECTIVES Your objective must be SMART! S pecific M easureable A ssignable R ealistic T ime sensitive/time related

SMART Specific- who, what, when, where and why Measurable- how much, how many Assignable- you must be able to task someone to accomplish the objective Realistic- can you achieve it with time and resources available Time specific- put a timeframe on the goal

COMPARE THESE OBJECTIVES We will improve public perception. We will improve public perception of XYZ for our target audience by 8 percentage points between January 1 and May 1, 2015.

STRATEGIES AND TACTICS Strategy- plan the general course of action to achieve your goal Tactic- the specific action steps of the strategy

BACK TO OUR EXAMPLE OBJECTIVE: We will improve public perception of XYZ for our target audience by 8 percentage points between January 1 and May 1, STRATEGY: We will drive traffic to the website utilizing a social media campaign highlighting XYZ.

BACK TO OUR EXAMPLE TACTIC #1: Create graphics to utilize on Facebook for promoting XYZ. TACTIC #2: Purchase $X worth of promotional credits on Facebook. *Creating your to do list

WHY ARE OBJECTIVES IMPORTANT? If you don’t have a SMART objective, you won’t know if you were successful. ROI: Return on Investment

WRITING ASSIGNMENT #2 Write a press release about an event or occurrence of your choice. Should be 500 words or less Should utilize the inverted pyramid Should use the NEW rules of PR