PR Communication
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Transcript of PR Communication
![Page 1: PR Communication](https://reader034.fdocuments.net/reader034/viewer/2022052617/547c81a3b37959582b8b5003/html5/thumbnails/1.jpg)
Step 3: PR Communication
![Page 2: PR Communication](https://reader034.fdocuments.net/reader034/viewer/2022052617/547c81a3b37959582b8b5003/html5/thumbnails/2.jpg)
R.A.C.E Basics
R: Research
A: Action or Planning
C: Communication
E: Evaluation or Measurement
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C: Communication
Communication deals with crafting a message and making the message appealing to specific publics.
![Page 4: PR Communication](https://reader034.fdocuments.net/reader034/viewer/2022052617/547c81a3b37959582b8b5003/html5/thumbnails/4.jpg)
It’s A Process
• Means by which objectives are achieved
• Include strategies and tactics
![Page 5: PR Communication](https://reader034.fdocuments.net/reader034/viewer/2022052617/547c81a3b37959582b8b5003/html5/thumbnails/5.jpg)
OLD Communication vs. NEW
Secure positive press vs. effective media for the message
![Page 6: PR Communication](https://reader034.fdocuments.net/reader034/viewer/2022052617/547c81a3b37959582b8b5003/html5/thumbnails/6.jpg)
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5 Key Objectives of Communication
1. Exposure
2. Dissemination
3. Acceptance
4. Attitude adjustment
5. Behavior change
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Controlled vs. Uncontrolled
Is your message passing through gatekeepers?
Does your message retain original tone or theme?
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>2. Dissemination
Make sure the audience receives the message
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>3. Acceptance
dissemination
publication
absorption
action
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Communicator
Inform
&
persuade
Entertained
&
alerted
Audience
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Active or Passive
Short, to the point, informativeFun,flashy,entertainment
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Message Comprehension
• Avoid jargon• Use symbols• Create a slogan• Use simple words
• Avoid hype words, clichés, euphemisms, doublespeak
• Use politically correct language
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Message Credibility
“Actions speak louder than words.”
REPEAT, repeat, REPEAT, repeat, REPEAT
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>4 Change in AttitudeRates of Adoption:
- Innovators
- Early Adopter
- Early Majority
- Late Majority
- Laggards
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CreditsAndrea Genevieve Michnik
Intro to PR
St. Edwards University- Spring 2011
E-mail: [email protected]
@AndreaGenevieve
All photos protected under Flickr Creative Commons