COMM 106 – Intro to Public Relations Chapters 2, 3 and 4 Fall 2013 Instructor: Tara Rummell Berson...
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Transcript of COMM 106 – Intro to Public Relations Chapters 2, 3 and 4 Fall 2013 Instructor: Tara Rummell Berson...
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COMM 106 – Intro to Public RelationsChapters 2, 3 and 4Fall 2013
Instructor: Tara Rummell Berson
CHAPTER TWO: THE HISTORY AND GROWTH OF PR
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 2-2
The Fathers Of Modern Public Relations Ivy Ledbetter Lee
◦Entered PR work in 1903◦Based his work on honesty and candor
Edward Bernays◦Entered the field in 1913 and became the
first true “public relations scholar”◦Wrote first seminal works in public relations,
including “Crystallizing Public Opinion”◦Taught the first PR course at NYU in 1923◦Helped pave the way for women in public
relations with wife, Doris Fleischman
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CHAPTER 3: COMMUNICATION
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Goals of CommunicationTo informTo persuadeTo motivateTo build mutual
understanding
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Pat Jackson’s Theory Of Communication
• Use all standard PR vehicles (like advertising, press releases, word of mouth) to develop awareness of your company
Building awareness:
• At this stage, people begin to develop an opinion about your company, based not just on facts, but on emotion.
Developing a latent readiness:
• This is a trigger with the consumer that makes them want to change their behavior.
• A triggering event can be natural or planned by you.
Triggering event:
• This is the thinking and investigative phase of behavior phase. • At this point, the consumer is seeking facts to support what they believe.
Intermediate behavior:
• The sign of success - the consumer has changed their behavior.
Behavioral change:
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3 “Message” TheoriesThe Content is the
Message: the real importance of a communication is what it says, not how it says it.
The Medium is the Message: the content of the message is less important than how you hear about it.
The Person is the Message: the charismatic appeal of the speaker is the biggest influence.
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The Content is the MessageAccurate and
complete contentCareful crafting and
word choice based on the audience
Requires greatest writing skill
More often seen in written reports, press releases, PSAs, etc.
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The Medium is the MessageWhere the message is
read or heard has a direct effect on how it is perceived
Depends on the reputation of the medium conveying the message
Personal bias is in effectHardest to control
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The Man (or Person!) is the MessageCharismatic
delivery influences people’s perception of the message more than the content or medium
Cults of personality arise
Strongest “brand” attachment occurs here
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What biases the receiver of the message?
• The receiver has biases against certain groups. • Knowing this can help you tailor your message.
Stereotypes:
• Use of an iconic symbols common to a group can influence them.• A company’s logo can have ramifications with different groups.
Symbols:
• Words hold different meanings for different groups. • Tweaking the language can help the message.
Semantics:
• These influence attitudes and actions
Peer groups:
• The power of the media may be the determining factor, especially in politics.
Media:
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Feedback – hearing from the publicA communicator
must get feedback in order to know what messages are or are not getting through
All future communications depend on this.
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What happens next?It may change attitudes: the best
possible outcome, but also the rarest.It may crystallize attitudes: you have
succeeded in getting people to take actions that they’ve been thinking about taking, but hadn’t done yet.
It may create doubt: you have forced a person to modify their point of view, or to question their thinking on a subject
It may do nothing: sometimes you are just not successful. However, it may be that change will come in time.
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CHAPTER 4: PUBLIC OPINION
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FICKLE FINGER OF PUBLIC OPINION
The best public relations campaign in the world can’t build trust when reality is destroying it. If your product doesn’t work, or your client is a liar, then no amount of public relations will change that. You must change the “action” before credibility or trust can be built.
Public opinion is determined by three major factors:
Opinions
Actions
Attitudes
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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What are attitudes?Personal - specific to the individual
Cultural - environment and lifestyle
Educational - the level and quality of a person’s educationFamilial - what a person has been raised to believeReligious - a person’s belief system
Social Class - position within society. Also includes wealthRace - ethnic origin
Gender and Sexual Orientation
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Changing attitudes - Maslow’s hierarchy of needs theory:Biological
demandsSafety and
comfortLove and
acceptanceEsteem,
recognition and prestige
Self-actualization/self-fulfillment
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Changing attitudes - The Power of Persuasion
People understand things in terms of their own experience
People are persuaded by evidence
To persuade, you must cite evidence that coincides with people’s own beliefs, emotions and expectations.
What kinds of evidence persuades?
• Good PR programs always start with research: the facts.
Facts
• We can think, but we also respond to emotional appeals.
Emotions
• People respond to personal experiences and stories.
Personalizing
• People want to know, “What’s in it for me?”
Appealing to “you”
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Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Cantril’s Laws of Public OpinionOpinion is highly sensitive to important events.Opinion is determined more by events than words.At critical times, we are more sensitive to the
adequacy of leadership.Once self-interest is involved, opinions are slow to
change.People are able to form opinions more easily on
goals than on methods to reach those goals.If people in a democracy are provided with
education and access to information, public opinion reveals a hard-headed common sense.
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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Managing your client’s image
Polishing the image:• Credibility is a
fragile commodity
• To maintain and improve public support, your client must have the “implicit trust” of the public
Managing reputation:• Reputation is
gained by what one does, not what one says
• “Reputation management” or “relationship management” is a growing PR sub-field
Tylenol Case Study: Managing ReputationTylenol’s response is the most
notable example of proper public relations practice in the face of crisis
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