Ibahrine_Public Ralations Commuication
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Transcript of Ibahrine_Public Ralations Commuication
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3. Theories of Communication Lecture by Dr. Mohammed Ibahrine
based on my own research and Seitel’s The Practice of Public Relations
AL AKHAWAYN UNIVERSITYSCHOOL OF HUMANITIES AND SOCIAL SCIENCES
COMMUNICATIONS STUDIES
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11/04/23 2
Definition of Theory
• Theory is any attempt to explain or represent a phenomenon
• It helps to answer the “how” and “why” questions about communication
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Characteristics of Theory
• Theory is an abstraction
• Theory is a construction
• As Robert Cox said
» “Theory is always for someone and for some purpose” (Cox, 1981: 128)
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Evaluation of Theory
• Scope and boundaries• Logical consistency• Parsimony• Utility• Testability• Test of time
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Goals of Theory
• Explanation• Understanding• Prediction• Social change
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The two step flow theory
• The two step flow theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the People’s Choice,
• a 1948 study focused on the process of decision-making during Presidential election campaign
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The two step flow theory
• This theory argued that • Ideas often flow from the mass media to the
opinion leaders and from them to the less active sections of the population
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The concentric –circle
2. The concentric–circle theory:
• Theory developed by Elmo Roper
• Elmo Roper: (1900-1971) was a pioneer in the fields of market research and public opinion
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The concentric –circle
The concentric–circle theory stated that ideas evolve gradually to
• The public at largemoving in concentric circles from
• great thinkers to • great disciples to • great disseminators to • lesser disseminators to • the active audience to • the inert
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11/04/23 10Source: www.csus.eduSource: www.csus.edu
IDEA
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The Diffusion of the Internet
3. The Diffusion of the Internet:
• The Internet as a communications tool has transcended cultures, boundaries and geographies
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4. Convergence theory:
4. Convergence theory:
• This digital convergence theory emphasized the new reality of convergence of new technologies
• This means that these technologies integrate all digital media types, including video, data, voice in one medium (the MOBILE)
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5. Spiral of silence theory
5. Spiral of silence theory:
• Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann
• She argued that people tend to remain silent when they feel that their views are in the minority
• The so-called silent majority fears becoming isolated
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Why mapping communication thoeries?
Why mapping communication thoeries?
• Public relations professionals should have an idea about these theories,
• because it represents the conceptual foundation
which helps them understand the underpinnings of a successful public relation strategy
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2. Goals of communicationLecture by Dr. Mohammed Ibahrine
based on
Seitel’s The Practice of Public Relations
AL AKHAWAYN UNIVERSITYSCHOOL OF HUMANITIES AND SOCIAL SCIENCES
COMMUNICATIONS STUDIES
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Goals of communication
• In public relations, communication should undergo a process of planning, management and reflection
• In public relations every act of communication has a goal, an objective or a purpose
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Four Typical Communication Goals
There are four typical communication goals:
• Informing
• Persuading
• Motivating
• Building mutual understanding
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Four Typical Communication Goals
Informing:
• The communication goal of public relations is to inform a particular public
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Four Typical Communication Goals
Persuading:
• A regular goal of public relations communication is to persuade people to take actions
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Four Typical Communication Goals
Motivating:
• Motivation of employees to “pull for the team” is a regular organizational communications goal
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Four Typical Communication Goals
Building mutual understanding:
• Public relations communicators often seek to attain mutual understanding between opponents in a group, community or society at large
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4. The Publics of Public Relations
Dr. Mohammed Ibahrine
AL AKHAWAYN UNIVERSITYSCHOOL OF HUMANITIES AND SOCIAL SCIENCES
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4. The Publics of Public Relations
Public relations people must communicate with many different publics
• each having its own special needs and requiring different types of communication
• The lines that divide these publics are thin, and
• the overlapping potential is significant
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4. The Publics of Public Relations
• Definitions differ on what precisely constitutes a public
• In public relations a public is a group of people with a stake in an issue, organization, or idea
• Publics can be classified into several overlapping categories:
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4. The Publics of Public Relations
• Internal and external:
Internal publics are inside the organization:
• clerks• supervisors• managers• stockholders• and the board of directors
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4. The Publics of Public Relations
External publics are those not directly connected with the organization:
• The press
• Government
• Educators
• Customers
• Suppliers
• The community
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4. The Publics of Public Relations
Primary, secondary, and marginal:
• Primary publics can most help or hinder the organization’s efforts
• Secondary publics are less important
• Marginal publics are the least important of all
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4. The Publics of Public Relations
Traditional and future:
• Traditional publics are employees and current customers
• Future publics are students and potential customers
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4. The Publics of Public Relations
Proponents, opponents and the uncommitted:
• An institution must deal differently with
– Those who support it – Those who oppose it
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4. The Publics of Public Relations
• For supporters, communications that reinforce beliefs may be in order
• But changing the opinions of skeptics calls for strong, persuasive communications
• Often, particularly in politics, the uncommitted public is crucial
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4. The Publics of Public Relations
• Another way of segmenting publics is to do it based on values and attitudes
• Public relations should be sensitive to all constituent publics
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5. The Functions of Public Relations
Dr. Mohammed Ibahrine
AL AKHAWAYN UNIVERSITYSCHOOL OF HUMANITIES AND SOCIAL SCIENCES
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The Functions of PRs
Writing: a fundamental public relations skill
• News releases• Speeches• Brochures
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The Functions of PRs
Media relations:
• dealing with the press is another frontline public relations function
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The Functions of PRs
Planning:
• Special events• Media events• Management functions
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The Functions of PRs
Counseling:
• in dealing with management and its interactions with key publics
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The Functions of PRs
Researching:
• Beliefs • Values• Attitudes
that influence behavior
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The Functions of PRs
Publicity:
• the marketing-related function, most commonly misunderstood as the “only” function of public relations, generating positive publicity for a client or employer
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The Functions of PRs
Marketing communication:
• other marketing-related functions, such as
• Creating brochures• Sales literature• Promotions
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The Functions of PRs
Community relations:
• positively putting forth the organization’s
– Messages– Images
within the community
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The Functions of PRs
Consumer relations:
• interfacing with consumers through
– Written– Verbal
communications
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The Functions of PRs
Employee relations:
• communicating with the all-important internal publics of the organization
– Mangers– Employers
who work for the firm
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The Functions of PRs
Government affairs: deal with
• Legislators
• Regulators
• Local, state and federal officials
all of those who have governmental interface with the organization
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The Functions of PRs
Investor relations:
• for public companies, communicating with stockholders and those who advice them
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The Functions of PRs
Special publics relations:
• dealing with those publics uniquely critical to particular organizations
– African Americans– Women– Asians– Senior citizens
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7. What Manner of Man or Woman?
Dr. Mohammed Ibahrine
AL AKHAWAYN UNIVERSITYSCHOOL OF HUMANITIES AND SOCIAL SCIENCES
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7. What Manner of Man or Woman?
• What kind of individual does it take to become a competent public relations professional?
• The Report of the Commission on Public Relations Education in 1999 listed a dozen areas of competence that emerging public relations students must have to succeed in the new century:
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1. Academic competencies:
• Communication and persuasion concepts and strategies
• Communication and public relations theories
• Relationship and relationship building
• societal trends
• Ethical issues
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1. Academic competencies:
• Legal requirements and issues
• Marketing and finance
• Public relations history
• Uses of research and forecasting
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1. Academic competencies:
• Multicultural and global issues
• Organizational change and development
• Management concepts and theories
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2. Specific technical skills:
Knowledge of the underpinnings of public relations:
• Culture• History• Philosophy• Social psychology
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2. Specific technical skills:
communications knowledge:
• The media and the ways in which they work
• Communication research
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2. Specific technical skills:
Technological knowledge:
• The computer
• The Net
• The World Wide Web
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2. Specific technical skills:
Business knowledge
• How business works
• A bottom-line orientation
• A knowledge of one’s company and industry
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2. Specific technical skills:
knowledge of bureaucracy
• How to get things done in a bureaucratic organization
• How to use and gain power for the best advantage
• How to maneuver in a politically charged environment
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2. Specific technical skills:
Management knowledge
• How public policy is shaped
• What pressures and responsibilities fall on senior managers
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3. Specific attitudinal orientations
Communication orientations:
• A bias toward disclosing rather than withholding information
• Willingness to communicate with the public
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3. Specific attitudinal orientations
Advocacy:
• A desire to be advocates for their employers
• Must stand up for what their employers represent
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3. Specific attitudinal orientations
Counseling orientation:
• A desire to advise senior managers
• Public relations practitioners understand the intangibles such as
– Public opinion– Media influence – Communications messages
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3. Specific attitudinal orientations
Personal Confidence:
• A strong sense of honesty
• A willingness to take risks
• A sense of humor
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2. Specific technical skills:
knowledge of bureaucracy
• How to get things done in a bureaucratic organization
• How to use and gain power for the best advantage
• How to maneuver in a politically charged environment
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2. Specific technical skills:
Management knowledge
• How public policy is shaped
• What pressures and responsibilities fall on senior managers
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3. Specific attitudinal orientations
Communication orientations:
• A bias toward disclosing rather than withholding information
• Willingness to communicate with the public
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3. Specific attitudinal orientations
Advocacy:
• A desire to be advocates for their employers
• Must stand up for what their employers represent
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3. Specific attitudinal orientations
Counseling orientation:
• A desire to advise senior managers
• Public relations practitioners understand the intangibles such as
– Public opinion– Media influence – Communications messages
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3. Specific attitudinal orientations
Personal Confidence:
• A strong sense of honesty
• A willingness to take risks
• A sense of humor