Download Introduction to Public Relations Communication

Introduction to Public Relations
Part Two
Public Relations…The Process
Chapter 7
Action and Communication
Slide 1 of 47
© 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Introduction to Public Relations
Communication
An Assignment Reminder…
Before viewing this lesson, please read the
following textbook material:
Public Relations: The Profession and the
Practice, Chapter 7: Action and
Communication
Let’s begin with a review...
Slide 2 of 47
A Conceptual Schema for Studying Public Relations
Part 1
Part 2
Part 3
Part 4
The Profession
The Process
The Publics
The Practice
Research
Media
Relations
Financial
Introduction
History
Strategic
Planning
Public
Affairs and
Government
Employee
Relations
Not-forProfit
Theory
Corporate
Action and
Communication
Law and Ethics
Chapter 7
falls here.
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Evaluation
Community
Relations
Consumer
Relations
Emerging
Trends
Introduction to Public Relations
Communication
In Part Two–Chapter 7, Our Focus Is
Action and Communication
•
•
•
How are organizational responses to public
relations determined?
How is information transmitted to stakeholders?
What channels of communication are most
suitable?
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Introduction to Public Relations
Communication
Today’s Learning Objectives
Today you’ll gain an understanding of …
1. How organizations establish action plans
2. Public relations practitioners’ roles in that process
3. How to identify the types of actions needed in
specific circumstances
We’ll return briefly to the planning process…
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Introduction to Public Relations
Communication
You’ll Recall The Planning Process …
2005 Plan
•
2002 Plan
PR Plans
Other Departments
•
Organizations establish
strategic (long-term) and
operational (short-term) plans.
Their operating units
(including public relations
departments) create parallel
plans outlining their roles in
detail.
And you’ll recall planning’s components …
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Introduction to Public Relations
Communication
Public Relations Plans Specify …
•
•
•
What behaviors are
required of the
organization’s
stakeholders?
What changes in attitude
and/or opinion are
necessary to encourage
those behaviors?
How those changes are to
be accomplished?
Research data guides the process …
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Introduction to Public Relations
Communication
Public Relations Deals With Two
Types Of Problems:
•
•
Those based in false perception, which can be
corrected by providing accurate information to
stakeholders.
Those based in reality, which may require any
of a variety of actions on the part of the
organization.
Applying research data…
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Introduction to Public Relations
Communication
Research Data Applied
Organization’s
Strategic Plan
Strategic PR Plan
Open System Response:
Policy - Structure
Closed System Response:
Campaigns - Projects
Communication To
Target Publics
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Introduction to Public Relations
Communication
Shoppers Avoid A Store Because They
Believe Its Prices To Be Too High
Only Bill Gates
shops there.
•
If they’re wrong, public relations
can solve the problem by providing
accurate information about store
prices.
•
If they’re right, management is
going to have to act to change
prices or otherwise make their
products more attractive.
Only then should communication begin.
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Introduction to Public Relations
Communication
Practitioners Use Research Data To …
•
•
•
•
Identify stakeholders’ concerns.
Determine whether they are based in reality or
perception.
Identify alternative courses of action.
Make recommendations to management.
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Introduction to Public Relations
Communication
Louisiana's Tobacco Project
•
•
To understand how
media campaigns are
carried out, click on the
image to visit “The
National Youth AntiDrug Media
Campaign” site for its
anti-drug project.
How effective do you
think their campaign
is?
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Introduction to Public Relations
Communication
Diffusing Information Requires …
Identifying audiences
by target category
Primary
Intervening
Moderating
Identifying
audiences by
awareness category
Latent
Aware
Active
Now we’ll look at the diffusion process …
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Introduction to Public Relations
Communication
The Diffusion Process Involves …
•
•
Five stages of adoption that apply equally to
ideas, products and services
Four channels of influence – only two of which
are active during any stage of the adoption
process.
We’ll look first at adoption …
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Introduction to Public Relations
Communication
The Five Stages Of Adoption
1. Awareness – Topic known but knowledge limited.
2. Interest – Development of interest begins; information sought.
5. adoption
3. evaluation
1. awareness
2. interest
4. trial
3. Evaluation – Idea applied to individual situations, more information obtained.
4. Trial – Use begins on a small scale.
5. Adoption – Idea, service or product adopted after being proven worthwhile.
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Introduction to Public Relations
Communication
Biased Channels of Influence
Mass media, print
and electronic
Biased
intermediaries such
as salespersons
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Introduction to Public Relations
Communication
Unbiased Channels of Influence
Unbiased third parties such as
consumer groups and government
agencies
Significant others, including spouses,
friends, relatives and others admired by
potential adopters
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Introduction to Public Relations
Communication
Channels Engaged In Each Stage
1. awareness
•
mass media and significant others
2. interest
•
mass media and significant others
3. evaluation
•
unbiased third parties and significant others
4. trial
•
unbiased third parties and significant others
5. adoption
•
significant others and personal experience
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Introduction to Public Relations
Communication
Adoption Is Facilitated Through …
Stakeholder analysis – categorizing groups that
perceive themselves as involved in the issue
Problem analysis – examining stakeholder groups
to determine…
• Which should be the subject of each action step?
• What action should be taken?
• What results should be sought?
• How each action should fit into the overall plan?
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Introduction to Public Relations
Communication
The Analytical Process Assists In …
Identifying communication channels
Analyzing them in terms of…
•
•
•
Audiences
Time Factors
Costs
These will be the topics of our next lesson …
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Introduction to Public Relations
Communication
Action In Public Relations
Public relations deals with two types of problems:
•
•
Those in which desired behaviors on the part of the
publics involved are discouraged by false
perceptions.
Those in which organizational realities are creating
barriers.
Action is necessary in dealing with the first
category but communication follows in any case.
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Introduction to Public Relations
Communication
The Keys To Success
•
•
•
Understanding stakeholder groups
Knowing the communication channels they use
Developing and disseminating messages through
those channels
Remember the key data about
stakeholders?
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Introduction to Public Relations
Communication
Identifying and Defining Stakeholders
Practitioners define
publics by several
aspects.
Age
Gender
Ethnicity
Attitude
Opinion
Behavior *
Political &
religious
affiliation
Media use
* In relation to specific
products, services, or
organizations
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Marital-family
status
Education
Income level
Work location
Residence
Introduction to Public Relations
Communication
What If Major Stakeholders
Were Latinos?
Do research on
countries of Latino
origin.
Ingrid Duran – Director of
Congressional Hispanic
Caucus Institute
Begin to communicate with
and through Latino
leaders.
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You would want to gain an
understanding of Latino
values and business
principles by participating
in Hispanic cultural events.
Introduction to Public Relations
Communication
Identifying Media Is Critical Because …
•
There are no ‘mass’ media.
•
•
•
The typical daily newspaper may reach half the
homes in a community.
The typical network television newscast may
reach 10 percent of the viewing audience, many
in which your stakeholders are not present.
You can’t succeed unless your message is
delivered.
Message development is equally
challenging…
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Introduction to Public Relations
Communication
Crafting Messages Requires That You …
•
•
Disney chose to highlight its Mickey image
at Tiger Wood’s victory in the Disney
Classic 2000, copyright Time, Inc.
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Find the right media.
Understand audience
motivations.
Introduction to Public Relations
Communication
Craft Messages That Will Be…
•
•
•
•
Attended to
Understood
Remembered
Acted Upon
Fortunately, there are guidelines …
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Introduction to Public Relations
Communication
Successful Writers …
Have acquired
basic skills
Follow five simple
guidelines
Package ideas in
appealing fashion
About acquiring writing skills…
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Introduction to Public Relations
Communication
Writers Are Made, Not Born
Writing is an acquired skill that is…
•
•
•
•
Learned by doing
Improves with use
Has no qualitative limits
Never is totally mastered
You’ll succeed as a writer if you …
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Introduction to Public Relations
Communication
Follow Five Basic Guidelines …
•
•
•
•
•
Use short and simple words, sentences and
paragraphs.
Write in active rather than passive voice.
Avoid slang and jargon.
Use adjectives and adverbs sparingly.
Be brief.
Writing is the packaging of ideas …
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Introduction to Public Relations
Communication
In Packaging Ideas, Remember …
•
•
•
•
Short sentences are the key to clarity.
Most sentences should be confined to one idea.
Short and long sentences should be mixed for
variety.
The average sentence should be 17-20 words.
But success still requires delivery …
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Introduction to Public Relations
Communication
The Basics Of Media Selection
•
Media are of two types:
•
•
•
Controlled, such as
pamphlets, posters, and
company publications
Uncontrolled, such as
newspapers, television and
radio.
Media audiences defy
categorization.
How do media differ?
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Introduction to Public Relations
Communication
Controlled Media: The Downside
•
•
•
Relatively costly to produce
Time-consuming in development
Lacking in the “urgency” of news
Why are they so popular?
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Introduction to Public Relations
Communication
Controlled Media: The Upside
•
•
•
•
Total control over message content
Total control over delivery time and place
Real costs lower than apparent costs because audiences
can be more precisely ‘targeted’
The waste inherent in uncontrolled media audiences is
sharply reduced
What about uncontrolled media?
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Introduction to Public Relations
Communication
Uncontrolled Media: The Downside
Government Watchdog Report
•
Timing can’t be
controlled.
•
Content can’t be
controlled.
•
“And
now, for
forour
ouralarming
alarmingreport
report
And now,
on inefficiency
in City
Hall…”
on inefficiency
in City
Hall...
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Potential for errors
and distortion is high.
What’s the upside?
Introduction to Public Relations
Communication
Uncontrolled Media: The Upside
•
•
•
Costs are low.
The urgency of news captures attention.
They imply third party objectivity.
What criteria guide decisions?
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Introduction to Public Relations
Communication
Media Selection Criteria One
•
•
Three criteria are
used in selecting
media.
Criteria One:
Audience comparison
– media audiences
vs. target audiences
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Families recently having experienced
hospitalization could be a targeted audience.
Introduction to Public Relations
Communication
Media Selection Criteria Two
Importance of timing –
the extent to which
control is necessary
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Introduction to Public Relations
Communication
Media Selection Criteria Three
Budget limitations—
the amount of money
available to achieve
specified objectives
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Introduction to Public Relations
Communication
Examining Media Audiences
•
•
•
How closely do media audiences match
stakeholder groups demographically?
Which media reach the largest number of
stakeholder group members?
Which offer the best combination of coverage
and credibility?
Now we’ll look at time factors …
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Introduction to Public Relations
Communication
Time Factors In Media Selection
•
•
•
How much time do you have time to prepare
content?
What kinds of ‘lead times’ prevail among
media?
What time factors are implicit in the public
relations problem?
Now let’s look at cost factors …
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Introduction to Public Relations
Communication
Cost Factors In Media Selection
Which media will deliver …
•
•
•
•
The message you need delivered
To the greatest percentage of the target audience
At the time you need to communicate with them
Within limitations imposed by your budget
The following chart illustrates
these elements…
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Introduction to Public Relations
Communication
Media Cost Factors Chart
Media A
Message suitability
Reachable audience %
Timing of delivery
Costs
Results rank
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Media B
Media C
Media D
Introduction to Public Relations
Communication
Tourism Media Selection Example
•
•
Click on the
image to
download the
Virginia Tourism
Corporation’s
media plan.
How do they
discern what is
effective media?
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Introduction to Public Relations
Communication
Don’t Forget Direct Mail
•
•
•
•
•
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If done properly, direct mail can
be effective.
The audience must be carefully
targeted.
The message must be attractive
and presented in a form the
recipient will read.
The good news is that you don’t
have to do the mailing!
Click on the image to learn
about one direct mail service.
Introduction to Public Relations
Communication
Successful Communication Requires …
•
•
•
Writing skills
Audience knowledge
Skillful media selection
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Introduction to Public Relations
Communication
In Summary…
Communication will succeed if:
•
•
•
The message is clear.
It appeals to stakeholder interests.
It’s delivered through media that reach stakeholder
groups.
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