Public Relations Theory Basics Presented by Brett Atwood
Public Relations Theory Basics
Presented by
Brett Atwood
Basic Review
Four elements of communication 1. Sender 2. Message 3. Medium 4. Receiver
Who is your message aimed at? There may be one or multiple publics Who is affected by the actions
Stakeholders
Persuasion vs. Manipulation
What do you think the difference is between persuasion vs. manipulation?
Persuasion
Persuasion is an attempt to influence a person’s actions through an appeal to his/her self-interest
A PR person must be aware of what the audience wants to know
Gained knowledge is “mutually beneficial”
Manipulation
The audience might not need to know the message, but they are coerced or tricked into that knowledge when there is little of no benefit to them
Can result in loss of credibility or negative feelings
How PR works
Get the attention of the audience Stimulate interest in the message Build desire and intent to act on the
message Direct the audience to take action
Dissemination ≠ Communication
Dissemination of a message is not the same as communicating
The receiver might not get the message due to: Technical issues Semantic/fidelity issues Other influences beyond your control
How do you inform?
Attract their attention Get them to accept the message Ensure that it is interpreted correctly Have the message retained/stored
How do you persuade?
In addition informing your audience, you must also get them to accept and change their point of view
Basic Model of Communication Source -> Message -> Channel -> Receiver
Source of the Message
Audience Perceptions are Important Credibility of sender
Higher credibility = greater persuasion Irrelevant characteristics can help
Examples: Attractiveness, Likability, etc. Relatability matters
The Message
Simple messages are more persuasive One-sided messages work if the audience is
already on your side Two-sided messages work if you are courting
a skeptical and/or opposing audience Emotions vs. Logic
Both strategies work in the right context
The Message
Fear is a factor Can work for or against you
Consider age, context, social vs. physical, etc.
Negativity is more memorable than positivity There is often resistance to persuasion
Audiences who perceive manipulation will be more resistant
Group identification reduces the effectiveness of anti-group messages
The Message
Frequency Matters Increased awareness = increased reach To move onto the agenda, increase the frequency To maintain one’s opinion, increase the frequency
The Channel
Broadcast TV is the most persuasive mass medium On average, TV is watched 7+ hours/day TV is intrusive and emotional; can increase
audience attentiveness to messages
The Channel
Print Effective for more complex messages Newspaper readership and reach is declining, but
still impactful for older audiences
The Channel
The Internet and Mobile Media Fast-growing, fast-changing channel that is
particularly impactful for reaching younger audiences
Traditional “gatekeeper” model is joined by social media, bloggers and other user-generated media outlets
The Channel
Interpersonal Intrusive and allows for interaction Reach is weaker (one-on-one vs. one-to-many)
The Receiver
Personal Relevance/Involvement is Key Peer Group Influences are Significant Opinion Leaders Highly Influential within
Select Groups
Media Theory
Does the media have an effect on viewers and listeners?
There are several theories that support the extremes and the middle on this Yes, it impacts us No, it does not Yes and No... somewhere in between
Hypodermic Needle Theory
One of the earliest theories held that mass media was highly influential
The media could “shoot” beliefs into people’s minds as a doctor shoots a hypodermic needle into a patient
Examples: WWI propaganda, “War of the Worlds” radio broadcast
This theory is no longer widely held
Two-Step Flow Theory
Media messages observed, analyzed, interpreted and passed on by opinion leaders
The mass public gets information via these tastemakers Opinions are formed Perceptions are created Knowledge is gained (or repressed)
Opinion Leaders Opinion leaders serve as a powerful conduit in the flow of
information Opinion leaders may have more direct access to the media
and/or a better media literacy than the masses They have credibility with individuals that the mass media may
lack Political candidates Celebrities Community or religious leaders Teachers “Media analysts” Journalists
Example Scenario
Paris Hilton has a specific brand of mobile phone
She is shown in public using it
To some of the public, this communicates that the item is “hip”
Example
Many of us know an “early adopter” who is always the first on the block to own the coolest technology gadget This person serves as an “expert” that we may
directly or indirectly learn from
Limited-Effects Theory
Media often does not have a direct effect on subjects and decision making
However, it is just one of many influences, including: Opinion leaders One’s prior held beliefs Influence of family, friends, peers
Decision-making Process
Exists on a continuum Depends on:
The information itself Personal psyche or disposition
Decision-making Process
Some key factors: Socio-economic status (class)
Religion
Gender
Intra-familial status
Moderate-Effects Theory
A “middle ground” Recognizes that media is not all-powerful in
its influence However, under certain circumstances it can
have a very strong effect
Powerful-Effects Theory
Media has the potential for a huge influence on the audience
Influence increases if: Audience has little or no opinion on a subject Subject is non-ego threatening Audience has no direct experience with the
subject
Framing
“Framing” is the shaping of views and discussions through selective choice of facts, themes and words
Sender makes the selection PR has a huge influence in “framing” how the
media will discuss a product, person, development or ideology
“Framing” creates the context in which the discussion occurs
Examples
A tech company makes a “comeback” with the introduction of a new product following a less successful product
The war on Iraq is a “war on terrorism” A movie’s success is discussed in terms of
opening weekend box-office numbers Katie Couric’s new anchor role at CBS is
discussed in the context of her gender
Agenda Setting
The pattern of news coverage of a particular topic helps to determine what the public perceives as important
In other words, the media sets the agenda Through Emphasis or even Omission Through Repetition and Prominence of Coverage
Perceptions of Reality
Does what we see on TV impact our view of reality?
For many people, the TV serves as a key way we learn about the world Particularly, when it exposes us to things or
places that we might not normally encounter in “real life”
Uses and Gratification Theory
Communication process is interactive It is a selective process
People consume the media (and absorb messages embedded within it) for a reason
It meets their needs Entertainment Information
Cognitive Dissonance
A message will not be believed if it is contrary to the predispositions of the receiver
To combat this, a PR writer must introduce new information that says it is OK to change This may take the form of a credible
spokesperson
Power of the Media: TV vs. “Reality”
What happens when TV’s portrayal is wrong Do we learn incorrect information or do we
know better? Example:
“Summer of the Shark” coverage Violent crime coverage
Cultivation Theory
The more that a person is exposed to media, the more likely that person’s construction of social reality will be more like that in the media and less like reality
Racial, Ethnic, and Sex-Role Stereotypes
Are we really seeing accurate portrayals of race, ethnicity, and sex roles in the media?
Example: Women in Media
Men outnumber women 2 to 1 in starring roles, yet women make up 51% of the population
When women are featured, they are usually in subservient or younger roles
Diffusion and Adoption
Five steps to acquiring new ideas 1. Awareness 2. Interest 3. Trial 4. Evaluation 5. Adoption
Diffusion and Adoption
In PR, the first two stages (awareness and interest) are most relevant
What causes change?
Adoption may be due to several factors: Is the idea better? Does it fit into my existing paradigm? Do I understand it? Can I safely try it out? How observable is it?
Application of Theory
As a PR professional, your goal is to persuade Persuasion is easier if the audience has an
interest in the topic and is predisposed to accept it Active audiences are already aware of the
product and have an interest in it Passive audiences must be lured into accepting
your message An inactive public has less interest in the topic
and, thus, will be even more difficult to persuade
M-A-O Model
Use the M-A-O model to lure a passive audience into action Motivation Ability Opportunity
Motivation
You must motivate the audience to become aware that your message even exists
Can be done with various tactics: Design and style of message Unique form of delivery Reliance of credible tastemakers Bribe the audience
Ability
Enable easier understanding of the message (once the public is aware of it)
Can be achieved various ways: Simplify the message Relate the message to what they already know
Opportunity
Structure the message for optimal processing Repetition Create an environment where message is most
likely to be heard Keep it interesting
Example: M-A-O Model
Progressive Direct car insurance campaign
Many consumers do not “shop around” for car insurance
They stick with their existing insurance…even if there is a price advantage to shopping around
EXAMPLE Progressive has a campaign to motivate would-be
consumers to think about their rates so that they may build awareness of their service
They “bribe” people with free airline miles to request a quote
Then, the consumer is exposed to the information and interest is generated due to the anticipated reward
Once the consumer gets the quote, it is hoped that they will take action on their knowledge of the competitive rate