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PR 3310 Principles of Public Relations Tuesday, 6/9/09 updated Class Objectives Lecture Communication Homework assignment Presentations tomorrow, B. Lovera and A. Underwood Read chapter 7 pages 183-191 Paper 1 due on Thursday, 6/11/09 at 12:05 pm Midterm on Friday What’s in the news today? Continuing coverage on the 2 U.S. journalists who are under trial in N. Korea for being in the country illegally and conducting “hostile acts” Punishment has been set at 12 years hard time American officials said that the harsh sentences were likely to be used as a negotiating ploy by the North as it tries to avoid new sanctions in response to the 2 nuclear tests it conducted last week. “There is a serious doubt that these journalists had a fair trial because the legal proceedings have not been transparent,” said Kay Seok, a Seoul-based researcher for an activist group called Human Rights Watch Unclear if journalists got to choose their own lawyers, and had translators Notice the developments- links to this story Seoul imposed financial sanctions on N. Korea today Obama has said he’s going to re-list N. Korea as a terrorist country What ? are not being answered in the story? What’s in the news today? http://www.nytimes.com/aponline/2009/06/09/us/politi cs/AP-US-Cash-for-Clunkers.html Consumers could receive rebates of up to $4,500 for turning in their gas-guzzling cars and trucks for more fuel-efficient vehicles under a House proposal. President is backing this as part of the government's efforts to reorganize GM and Chrysler through the bankruptcy courts What information is missing? If you worked the mrk department of these companies, and this proposal passed, what PR and advertising would you create? What’s in the news today? http://www.nytimes.com/2009/06/09/business/media/09image.ht ml U.S. banks trying to change their images by using new adv. slogans and PR messages.. New = straightforward/trustworthy, sensitive, funny … or maintain a low profile and not do any spending on adv. and PR Banks hoping that people are moving out of the anger-and-fear stages and are focusing their messages on the future Problem is that you don’t know exactly when the public’s mood is shifting Don’t want to push the public by shouting your message too early (Jan., BoA adv., http://inspiringads.com/2009/03/18/bank-of-america-doorskeep-moving-forward/) Bank execs. feel the government is partially to blame for the public’s opinion of banks (“stop vilifying us”) Communication and the content When preparing communication materials, you want the proposed message to be.. Appropriate Meaningful Memorable Cut through other clutter Understandable Believable Grunig's objectives for the PR communicator (you) PR personnel provide message exposure Want to maintain an accurate dissemination of the message (try to avoid filtering by media gatekeepers) These first 2 often the only ones addressed Try to get the target audience to accept the message.. … so that they have an attitudinal change… … and ultimately change their behavior /actions. The Communications Model (pg. 174 has similar) Sender/source (encoder) Person or group or organization sending out the message/information Message Communicated through some sort of medium /tactic Can be spoken, electronic, telephone, paper-based, sound, silent (body language, color, images) Channel/ media / medium Receiver (decoder): group receiving message Feedback: can be in terms of data (research) or an action or changed behavior. The Communications Model Sender/source (encoder) Message Channel Receiver (decoder) Feedback Noise and Clutter Messages are said to experience 'noise' along the way - the more noise there is, the less likelihood there is of the message being received properly Barriers to communication include Information overload/ too many types of medium Distractions; too many messages Misunderstandings; many ways to interpret message (based on educational level, cultural background, where you live, etc.) Poor listening skills Based on stored experiences Language of the message Lack of understanding of what the receiver wants or needs Emotional interference - can you really send/receive a clear message when you are upset, for example? The use of an inappropriate medium Lack of trust or honesty in the source 2-way communication Establishes a dialogue between the sender and the receiver Able to receive feedback from the customer/receiver of the message Not only do you want the customer to change their actions, you could use feedback to change your message/campaign Some would say balanced/symmetrical 2-way communication is best In reality it’s more 1-way/asymmetrical with corporation giving the audience their point of view 2-way communication Strongest form of 2-way communication is face-to-face (due to not only verbal, but nonverbal) But what about on-line? Posts to a blog or news story, Forums, texting, e-mail exchanges or list servs 1-way communication Don’t assume that 2-way is always the best 1-way communication occurs in newspapers, magazines, radios, TV Advantage: very easy to receive; audience has low involvement (don’t have to interpret) TV viewing is at the highest during dinner time Turn my brain off! Integrated PR Media Model (pg. 172) Shows the variety and scope of tactics/tools available.. From mass media to one-on-one Focus on the characteristics… these are changing One-on-one is personal, could interactive media also be personal? Interactive media is only media where the messages are chosen by the receiver And, comparatively speaking, is the cheapest Remember that you need to do research on where your target audience is as well! Uses and Gratification theory People play an active role in choosing the messages and using the media to fulfill their needs. Assumption 1: Book says: “people make highly intelligent choices” Assumption 2: that the user has alternate choices Do people want to be informed (as Marvin Gaye asked, “What’s going on?”), have a reinforcement to what they know, learn something new which is used in their decision making, and/or be entertained? Types of Audiences Are humans viewed as active or passive in their environment? What is the interaction people play with the medium? Passive audience pays attention to message only because it is entertaining Active audience is already interested in the message and wants to know more about it What’s Best Media to Use? Use a variety and repeat the message People learn through Sight - 83%, Hearing - 11%, Smell - 3%, Touch - 2%, Taste - 1% Strategy - include vehicles that combine sound and sight Different audiences require different approaches Goal of clarity and simplicity Content and Structure Symbols, Slogans, Acronym Avoid the following: Jargon or too technical wording Clichés and overused words Euphemisms: inoffensive wording “Grow” the economy Lay offs versus down-sizing/reorganization Discriminatory language Hire someone local!