1. Peggy Simcic Brønn 1 Communication Models PR Management PR Strategy 20.02.2001 Norsk Hotellhøyskole

2. Peggy Simcic Brønn 2 Basic Communications Model SourceMessageMediumReceiver Feedback

3. Peggy Simcic Brønn 3 Communications Fundamentals l Communicator l Message l Audience »Networks –Internal and external –Formal and informal –Upward/downward & horizontal

4. Peggy Simcic Brønn 4 Effective Communications l Designed for: »Situation, time, place and audience l Specific messages l Specific audiences l Specific results

5. Peggy Simcic Brønn 5 Diffusion Process l Awareness - learns about product/service l Interest - gets more information l Evaluation - tries it out mentally l Trials - uses or tries a little l Adoption - uses it and continues to use it

6. Peggy Simcic Brønn 6 Objectives l Impact –informational –attitudinal –behavioral l Output –distribution to uncontrolled media –distribution to controlled media

7. Peggy Simcic Brønn 7 7 C’s of Communication l Credibility l Context l Content l Clarity l Continuity and consistency l Channels l Capability of audience

8. Peggy Simcic Brønn 8 Four Models of Public Relations l Press Agent/Publicity Model l Public-Information Model l Two-Way Asymmetric Model l Two-Way Symmetric Model

9. Peggy Simcic Brønn 9 Press Agentry/Publicity Model l Purpose: Propaganda l Communications: 1-Way, Complete Truth NOT Important l Model: Source Receiver l Research: Little l Example: l Used Today: Athletic events, Theatre, Product Promotion l Percent: 15%

10. Peggy Simcic Brønn 10 Public Information Model l Purpose: Spread Information l Communications: 1-Way, Complete Truth IS Important l Model: Source Receiver l Research: Little l Example: l Used Today: Governments, Business and Non-Profits l Percent: 50%

11. Peggy Simcic Brønn 11 Two-Way Asymmetric Model l Purpose: Scientific Persuasion l Communications: 2-Way, Unbalanced Effects l Model: Source Receiver Feedback l Research: Formative; Evaluate Attitudes l Example: l Used Today: Competitive Businesses, Agencies l Percent: 20%

12. Peggy Simcic Brønn 12 Two-Way Symmetric Model l Purpose: Mutual Understanding l Communications: 2-Way, Balanced Efforts l Model: Group GroupFeedback l Research: Formative: Evaluate Understanding l Example: l Used Today: Regulated Businesses, PR Agencies, Associations l Percent: 20%

13. Peggy Simcic Brønn 13 Coorientational Model Organization’s Definition and Evaluation of Issue Agreement Accuracy Organization’s Perception of Public A’s Views Congruency Public A’s Definition and Evaluation of Issue Public A’s Perception of Organization’s Views Understanding Issue

14. Peggy Simcic Brønn 14 PR Roles l Communication technician l Communications manager - Expert prescriber - Communication facilitator - Problem-solving process facilitator l Media Relations l Communications Liaison

15. Peggy Simcic Brønn 15 Organizational Environments and Roles Low ThreatHigh Threat Little Change Much Change Communication Technician Problem-Solving Process Facilitator Communication Facilitator Expert Prescriber

16. PropagandaJournalism Press Agentry ModelPublic Information Model Craft Public Relations (Technicians) Asymmetrical Symmetrical 2-Way Asymmetrical Model2-Way Symmetrical Model Professional Public Relations

17. Peggy Simcic Brønn 17 How Roles Contribute to PR Department and Organizational Goals l Closed Systems Management Approach »Press Agentry/Publicity »Public Information Models l Open Systems Management Approach »Two-Way Asymmetric »Two-Way Symmetric Models

18. Peggy Simcic Brønn 18 Key Concepts in Strategic Process l Strategic thinking l Strategic planning l Goals l Objectives l Strategy

19. Peggy Simcic Brønn 19 Key Elements of Strategic Processes l Environmental Scanning »Concrete system yielding reports in understood language l Stakeholder Management »Concrete method for identifying stakeholders »Team mapping of assumptions l Issues Management »Existence of policy plan with philosophy, goals, tactics to support strategic plan

20. Peggy Simcic Brønn 20 Strategic Planning in PR l Defining the problem l Planning and programming l Taking action and communicating l Evaluating the program

21. Peggy Simcic Brønn 21 A Public Relations Process: ROPE l Research - clients, problem, publics l Objectives - impact, output l Programming - theme, action, media, communication l Evaluation - impact, output

22. Peggy Simcic Brønn 22 Research l Client - organization, products, services l Problem - why; proactive vs reactive l Publics/audience - identification, targeting

23. Peggy Simcic Brønn 23 Publics - Stakeholders l Primary - relate to on an active and continuous basis l Secondary - relate to on a fairly continuous basis l Tertiary - occasional contact

24. Peggy Simcic Brønn 24 Major Publics l Media l Employee l Member l Community l Government l Investor l Consumer l Special

25. Peggy Simcic Brønn 25 Objectives l Impact –informational –attitudinal –behavioral l Output –distribution to uncontrolled media –distribution to controlled media

26. Peggy Simcic Brønn 26 Programming l Statement of theme and/or messages to be communicated l Action or event around theme or messages l Plan media use - controlled, uncontrolled l Effectively communicating program

27. Peggy Simcic Brønn 27 Effective Communication l source credibility l message: salient information l message: effective nonverbal clues l message: effective verbal clues l channel and feedback: 2-way communication l receivers: opinion leaders l receivers: group influence l receivers: selective exposure l feedback: audience participation

28. Peggy Simcic Brønn 28 Evaluation l Monitoring and assessment of: –impact objectives –output objectives

29. Peggy Simcic Brønn 29 4-Step PR Process (Cutlip, et al.) l Define PR Opportunites or Problem l Planning & Programming l Taking Action & Communicating l Evaluating the Program

30. Peggy Simcic Brønn 30 1. Defining Opportunities/Problems -- What’s Happening Now? l The Problem or Opportunity »Background »Causes »Precedents »Allies »Opponents »Neutrals »Program goals l Situation Analysis »Internal Factors »External Factors

31. Peggy Simcic Brønn 31 2. Planning & Programming -- What should we do and say, and why? l Strategic Analysis »Objectives »Alternatives »Risk-benefits »Consequences »Decision »Tactics l Significant Publics (Stakeholders) »Public #1 »Public #2 »Public #3 »Public #4

32. Peggy Simcic Brønn 32 2. Planning & Programming l Program objectives for each public »Vehicles, media »Talent l Costs l Approvals »Commitment »Support »Participation

33. Peggy Simcic Brønn 33 3. Taking Action and Communicating -- How and when do we do and say it? l Action Program Strategies l Communication Program Strategies »Message -- content, timing, repetition, follow-up »Media -- behavioral changes l Program Implementation Plans »Assignment of responsibilities »Schedule »Budget

34. Peggy Simcic Brønn 34 4. Evaluating the Program -- How did we do? l Results -- yardsticks l Conclusions »Revision »Renewal »Termination l Feedback