communication models pr management pr strategy 20.02.2001

Peggy Simcic Brønn 1

Communication ModelsPR Management

PR Strategy

20.02.2001

Norsk Hotellhøyskole


Basic Communications Model

Source Message Medium Receiver

Feedback


Communications Fundamentals

Communicator Message Audience

» Networks– Internal and external– Formal and informal– Upward/downward & horizontal


Effective Communications Designed for:

» Situation, time, place and audience Specific messages Specific audiences Specific results


Diffusion Process Awareness - learns about

product/service Interest - gets more information Evaluation - tries it out mentally Trials - uses or tries a little Adoption - uses it and continues to use

it


Objectives Impact

– informational– attitudinal– behavioral

Output – distribution to uncontrolled media– distribution to controlled media


7 C’s of Communication

Credibility Context Content Clarity

Continuity and consistency

Channels Capability of

audience


Four Models of Public Relations

Press Agent/Publicity Model Public-Information Model Two-Way Asymmetric Model Two-Way Symmetric Model


Press Agentry/Publicity Model Purpose: Propaganda Communications: 1-Way, Complete Truth

NOT Important Model: Source Receiver Research: Little Example: Used Today: Athletic events, Theatre,

Product Promotion Percent: 15%


Public Information Model

Purpose: Spread Information Communications: 1-Way, Complete Truth IS

Important Model: Source Receiver Research: Little Example: Used Today: Governments, Business

and Non-Profits Percent: 50%


Two-Way Asymmetric Model

Purpose: Scientific Persuasion Communications: 2-Way, Unbalanced Effects Model: Source Receiver Feedback Research: Formative; Evaluate Attitudes Example: Used Today: Competitive Businesses,

Agencies Percent: 20%


Two-Way Symmetric Model

Purpose: Mutual Understanding Communications: 2-Way, Balanced Efforts Model: Group Group Feedback Research: Formative: Evaluate

Understanding Example: Used Today: Regulated Businesses, PR

Agencies, Associations Percent: 20%


Coorientational Model

Organization’s Definition and

Evaluation of Issue

Agreement

Accuracy

Organization’s Perception of

Public A’s Views

Congruency Congruency

Public A’sDefinition and

Evaluation of Issue

Public A’sPerception of

Organization’s Views

Understanding

Issue


PR Roles Communication technician Communications manager

- Expert prescriber- Communication facilitator- Problem-solving process facilitator

Media Relations Communications Liaison


Organizational Environments and Roles

Low Threat High Threat

Little Change

Much Change

CommunicationTechnician

Problem-SolvingProcess Facilitator

CommunicationFacilitator

ExpertPrescriber

Propaganda Journalism

Press Agentry Model Public Information Model

Craft Public Relations (Technicians)

Asymmetrical Symmetrical

2-Way Asymmetrical Model 2-Way Symmetrical Model

Professional Public Relations


How Roles Contribute to PR Department and Organizational

Goals

Closed Systems Management Approach» Press Agentry/Publicity» Public Information Models

Open Systems Management Approach» Two-Way Asymmetric» Two-Way Symmetric Models


Key Concepts in Strategic Process

Strategic thinking Strategic planning Goals Objectives Strategy


Key Elements of Strategic Processes

Environmental Scanning» Concrete system yielding reports in understood

language Stakeholder Management

» Concrete method for identifying stakeholders» Team mapping of assumptions

Issues Management» Existence of policy plan with philosophy, goals,

tactics to support strategic plan


Strategic Planning in PR

Defining the problem Planning and programming Taking action and communicating Evaluating the program


A Public Relations Process: ROPE

Research - clients, problem, publics Objectives - impact, output Programming - theme, action, media,

communication Evaluation - impact, output


Research

Client - organization, products, services

Problem - why; proactive vs reactive

Publics/audience - identification, targeting


Publics - Stakeholders Primary - relate to on an active and

continuous basis Secondary - relate to on a fairly

continuous basis Tertiary - occasional contact


Major Publics

Media Employee Member Community

Government Investor Consumer Special


Objectives Impact

–informational–attitudinal–behavioral

Output –distribution to uncontrolled media–distribution to controlled media


Programming Statement of theme and/or messages to

be communicated Action or event around theme or

messages Plan media use - controlled,

uncontrolled Effectively communicating program


Effective Communication source credibility message: salient

information message: effective

nonverbal clues message: effective

verbal clues channel and

feedback: 2-way communication

receivers: opinion leaders

receivers: group influence

receivers: selective exposure

feedback: audience participation


Evaluation

Monitoring and assessment of:– impact objectives– output objectives


4-Step PR Process (Cutlip, et al.)

Define PR Opportunites or Problem

Planning & ProgrammingTaking Action & CommunicatingEvaluating the Program


1. Defining Opportunities/Problems -- What’s Happening Now?

The Problem or Opportunity» Background» Causes» Precedents» Allies» Opponents» Neutrals» Program goals

Situation Analysis» Internal Factors

» External Factors


2. Planning & Programming -- What should we do and say, and

why?

Strategic Analysis» Objectives» Alternatives» Risk-benefits» Consequences» Decision» Tactics

Significant Publics (Stakeholders)» Public #1» Public #2» Public #3» Public #4


2. Planning & Programming

Program objectives for each public» Vehicles, media» Talent

Costs Approvals

» Commitment» Support» Participation


3. Taking Action and Communicating -- How and when do we do and say

it? Action Program Strategies Communication Program Strategies

» Message -- content, timing, repetition, follow-up» Media -- behavioral changes

Program Implementation Plans» Assignment of responsibilities» Schedule» Budget


4. Evaluating the Program -- How did we do?

Results -- yardsticks Conclusions

» Revision» Renewal» Termination

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communication models pr management pr strategy 20.02.2001

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