PR 3310Principles 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/politics/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-doors-keep-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

Barriers to communication include Information overload/ too many types of medium

Poor listening skills Distractions; too many messages Misunderstandings; many ways to interpret message (based on

educational level, cultural background, where you live, etc.) 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

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

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 non-verbal)

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

“Grow” the economy Euphemisms: inoffensive wording

Lay offs versus down-sizing/reorganization Discriminatory language

Hire someone local!