pr communication
DESCRIPTION
TRANSCRIPT
Step 3: PR Communication
R.A.C.E Basics
R: Research
A: Action or Planning
C: Communication
E: Evaluation or Measurement
C: Communication
Communication deals with crafting a message and making the message appealing to specific publics.
It’s A Process
• Means by which objectives are achieved
• Include strategies and tactics
OLD Communication vs. NEW
Secure positive press vs. effective media for the message
5 Key Objectives of Communication
1. Exposure
2. Dissemination
3. Acceptance
4. Attitude adjustment
5. Behavior change
Controlled vs. Uncontrolled
Is your message passing through gatekeepers?
Does your message retain original tone or theme?
>2. Dissemination
Make sure the audience receives the message
>3. Acceptance
dissemination
publication
absorption
action
Communicator
Inform
&
persuade
Entertained
&
alerted
Audience
Active or Passive
Short, to the point, informativeFun,flashy,entertainment
Message Comprehension
• Avoid jargon• Use symbols• Create a slogan• Use simple words
• Avoid hype words, clichés, euphemisms, doublespeak
• Use politically correct language
Message Credibility
“Actions speak louder than words.”
REPEAT, repeat, REPEAT, repeat, REPEAT
>4 Change in AttitudeRates of Adoption:
- Innovators
- Early Adopter
- Early Majority
- Late Majority
- Laggards
CreditsAndrea Genevieve Michnik
Intro to PR
St. Edwards University- Spring 2011
E-mail: [email protected]
@AndreaGenevieve
All photos protected under Flickr Creative Commons