pr 3310 principles of public relations tuesday, 6/9/09 updated
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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?TRANSCRIPT
PR 3310Principles of Public Relations
Tuesday, 6/9/09updated
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-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!