PUBLIC RELATIONS PUBLICS, GOALS, THEORIES AND COMMUNICATION.

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TODAY IN CLASS

• Recap

• PR as “Spin”

• Publics

• Goals of Communication

• Communication Theories for PR

• Case Study: The Catholic Church

POP QUIZ

The method(s) you choose to use to communicate your message

is(are) known as your _____________________.

POP QUIZ

What are the three competing theories about how a message is

communicated; what gives it meaning?

POP QUIZ

Describe the relationship between attitudes, opinions and actions.

PR AS SPIN

• Spin- putting a positive slant on a negative story

• “Spin” does not mean “lie”

PUBLICS OF PUBLIC RELATIONS

• A “public” is a group of people with a stake in an issue, organization or idea

Multinational

Corporation

Clerical Employees

Employee families

Managers/Supervisor

s

Media

Stockholders

Investment Communit

y

Competitors

Suppliers

Special Interest Groups

Community

NeighborsInternation

al Communit

y

Banks, Insurers

Trade Association

Dealers/Distributor

s

Customers

Federal, State, Local

Legislators

Regulatory Authorities

Academic Communit

y

Labor Unions

Board of Directors

PUBLICS YOU NEED TO CONSIDER

• Internal- inside the organization

• External- outside the organization

• Traditional- currently connected to organization

• Future- could connect in the future

• Proponents- support the organization; reinforce beliefs

• Opponents- do not support the organization; change opinion

• Uncommitted- crucial; may swing vote one way or other

PUBLICS YOU NEED TO CONSIDER

• Primary Publics- can help or hinder the efforts the most

• Secondary- less important, but still play a role

• Marginal- least important to the efforts

EIGHT SEGMENTATION STRATEGIES

1. Actualizers- most wealth and power

2. Fulfilleds- high resources, principle-oriented

3. Believers- low/no resources, principle-oriented

4. Achievers- high resources, status oriented

5. Strivers- low/no resources, status oriented

6. Experiencers- high resources, action oriented, risk takers

7. Makers- low resources, action oriented

8. Strugglers- lowest resources

OTHER AUDIENCE CONSIDERATIONS

• Age

• Sex

• Race

• Religion

• Family Makeup

• Other demographic and psychographic considerations

All of these factors influence what information is communicated and how it is communicated.

GOALS OF COMMUNICATION

1. To inform or educate.

2. To persuade.

3. To motivate.

4. To build mutual understanding.

CONSTRUCTIVISM AND COORDINATED MANAGEMENT OF MEANING• When people receive a message, they

construct it based on their own thoughts and experiences, coordinating it with what they believe

• Communication is an intricate series of events, not just a transmission of information

RECEIVER’S BIAS

• How a message is perceived depends on their own perceptions which are impacted by:• Stereotypes• Symbols• Semantics- the meaning of words•Media- can act as an agenda setter

PEER GROUPS

A _____________________________

B _________________________

C ___________________________

GRUNIG-HUNT PUBLIC RELATIONS MODELS1. Press agentry/publicity- one way

communication designed to get favorable media attention

2. Public information- one way communication designed to inform the public

*Public relations as propoganda

GRUNIG-HUNTE PUBLIC RELATIONS MODELS3. Two-way asymmetric- organization puts

out information, receives feedback; feedback doesn’t necessarily impact action, but communication might change to be more persuasive so public accepts the organization’s direction

4. Two-way symmetric- free and equal information flow

OBJECTIVES

• An objective is the goal an organization wants to achieve.

• A public relations campaign can have multiple objectives, but there is generally one, focal objective that manages the others.

SMART OBJECTIVES

• Your objective must be SMART!

Specific

Measureable

Assignable

Realistic

Time sensitive/time related

SMART

• Specific- who, what, when, where and why

• Measurable- how much, how many

• Assignable- you must be able to task someone to accomplish the objective

• Realistic- can you achieve it with time and resources available

• Time specific- put a timeframe on the goal

COMPARE THESE OBJECTIVES

• We will improve public perception.

• We will improve public perception of XYZ for our target audience by 8 percentage points between January 1 and May 1, 2015.

STRATEGIES AND TACTICS

• Strategy- plan the general course of action to achieve your goal

• Tactic- the specific action steps of the strategy

BACK TO OUR EXAMPLE

• OBJECTIVE: We will improve public perception of XYZ for our target audience by 8 percentage points between January 1 and May 1, 2015.

• STRATEGY: We will drive traffic to the website utilizing a social media campaign highlighting XYZ.

BACK TO OUR EXAMPLE

• TACTIC #1: Create graphics to utilize on Facebook for promoting XYZ.

• TACTIC #2: Purchase $X worth of promotional credits on Facebook.

*Creating your to do list

WHY ARE OBJECTIVES IMPORTANT?

• If you don’t have a SMART objective, you won’t know if you were successful.

• ROI: Return on Investment

WRITING ASSIGNMENT #2

• Write a press release about an event or occurrence of your choice.

• Should be 500 words or less• Should utilize the inverted pyramid• Should use the NEW rules of PR