1. NINE STEPS OF STRATEGIC PUBLIC RELATIONS
Phase One: Formative Research
Step 1: Analyzing the Situation
Step 2: Analyzing the Organization
(1) its internal environment (mission, performance and
resources)
(2) its public perception (reputation) and
(3) its external environment (competitors and opponents, as well as supporters)
Step 3: Analyzing the Publics
Phase Two: Strategy
Step 4: Establishing Goals and Objectives
Awareness, acceptance or action of each key public.
SMART
Step 5: Formulating Action and Response Strategies
How?
Step 6: Using Effective Communication
The sources who will present the message to the key publics,
The content of the message, its tone and style, verbal and nonverbal cues…

2. NINE STEPS OF STRATEGIC PUBLIC RELATIONS
Phase Three: Tactics
Step 7: Choosing Communication Tactics
face to-face communication
organizational media (controlled media)
(3) news media (uncontrolled media)
(4) advertising and promotional media (another form of controlled media).
Step 8: Implementing the Strategic Plan
Budgets and schedules…
Phase Four: Evaluative Research
Step 9: Evaluating the Strategic Plan
Modify or continue the communication activities?
Specific methods for measuring the effectiveness of tactics

3. STEP 6 USING EFFECTIVE COMMUNICATION
Who will present the message?
What appeals should be made in the message?
What words and/or symbols should be used?

4. Rhetoric
Iliad and the Odyssey, persuasive speeches
Rhetoric as the art of using words effectively in speaking and writing for the purpose of influencing, persuading or entertaining
Persuasive communication

5. Aristotle and Persuasion
The first person known to have studied persuasive communication systematically
Was one of Plato's students, Aristotle, who became mentor to Alexander the Great.
Three central elements of rhetoric
Ethos: Means character in Greek. Ethical appeal.
Logos: Means word in Greek. The use of reasoning. Is the message clear and consistent? How the argument is supported: are facts, statistics provided? Logical appeal.
Pathos: Means suffering (feeling imaginative pain) or experience in Greek. Taking audience’s feelings and imagination into account. How will your audience be affected emotionally? Emotional appeal. 5

6. ETHOS
Communication effectiveness based on the character of the speaker and on the common ground shared by speakers and audiences.

7. ETHOS: Credibility and News Sources
A Survey of 545 people by Burson-Marsteller Public Relations
Credibility of news sources on global warming
Experts without apparent self-interests
Celebrities?

8. THE THREE C 'S OF EFFECTIVE COMMUNICATION
Charisma:
Magnetic appeal or personal charm
A matter of perception
Charismatic leaders?
Familiarity
Likability
Similarity
Attractiveness

9. THE THREE C 'S OF EFFECTIVE COMMUNICATION
Control:
Message source's command over the audience
Power: ability to dominate, guilt and virtue appeals associated with powerful message sources.

10. LOGOS
Communication effectiveness based on the rational appeal of the message
Proposition
Verbal Evidence
Visual Supporting Evidence 10

11. LOGOS
Proposition
The primary idea in a speech, editorial, advertisement, television program or some other communication vehicle is called a proposition or a claim.
Only one proposition should be presented at a time.
More than one can confuse the audience and lessen the impact of the message. 11

12. LOGOS
Proposition:
A factual proposition states that something exists, based on provable evidence.
An increase in urban air pollution
Environmental tests
Often linked with communication objectives focused on awareness 12

13. LOGOS
Proposition:
A value proposition identifies the virtue of something.
Merits of health-care reform.
Relate to objectives dealing with acceptance 13

14. LOGOS
Proposition:
A policy proposition identifies a new course of action and encourages its adoption,
Advocacy for changing the legal drinking age
Often reflect objectives associated with opinion and action. 14

15. LOGOS Verbal Evidence:
Analogies, comparisons, examples, statistics and testimonials 15

16. LOGOS Visual Supporting Evidence:
Use photographs, graphs and visual aids in presenting information.
Include demonstrations and performances 16

17. PATHOS Appealing to emotions
Mr. Spock of the Star Trek series, examples of responses “so logical"
Positive Emotional Appeals
Love, virtue and humor appeals
Video

18. PATHOS Virtue Appeals Humor Appeals Negative Emotional Appeals
Fear and guilt appeals

19. PATHOS Fear Appeals Arouse anxiety among receivers
Accompany them with a quick fix
Much fearful content?
Demographic factors as age?
Self-esteem?
Sometimes increases levels of awareness without resulting in the desired action

20. PATHOS Fear Appeals Include in the message a strong how-to approach.
More effective when they come from highly credible sources who are dissimilar to the audience.
Dissimilarity reinforced by symbols
When the issue is significant, can even move a latent public to become active as contamnation from a nuclear plant

21. PATHOS Guilt Appeals Personal sense of guilt or shame
Flip side of the virtue appeal.
Example: “Buy Turkish”
Make people feel part of the solution. "Will you help?