public relations publics, goals, theories and communication
Post on 24-Dec-2015
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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?
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
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