slide 1 of 47 introduction to public relations part two public relations…the process chapter 7...

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Introduction to Public RelationsIntroduction to Public Relations

Part TwoPart TwoPublic Relations…The ProcessPublic Relations…The Process

Chapter 7Chapter 7Action and CommunicationAction and Communication

© 2004 The McGraw-Hill Companies, Inc. All rights reserved.

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Introduction to Public RelationsIntroduction to Public Relations Communication Communication

An Assignment Reminder…An Assignment Reminder…

Let’s begin with a review...Let’s begin with a review...

Before Before viewing this lesson, please read the viewing this lesson, please read the following textbook material:following textbook material:

Public Relations: The Profession and the Public Relations: The Profession and the Practice, Practice, Chapter 7: Chapter 7: Action and Action and CommunicationCommunication

A Conceptual Schema for Studying Public RelationsA Conceptual Schema for Studying Public Relations

Research

Strategic Planning

Evaluation

Action and Communication

Media Relations

Employee Relations

Community Relations

Consumer Relations

The ProfessionThe Profession

Introduction

Theory

Law and Ethics

History

Part 1Part 1The ProcessThe Process

Part 2Part 2The PublicsThe Publics

Part 3Part 3The PracticeThe Practice

Part 4Part 4

Chapter 7 falls here.

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Public Affairs and Government

Not-for-Profit

Corporate

Financial

Emerging Trends

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• How are organizational responses to public How are organizational responses to public relations determined?relations determined?

• How is information transmitted to stakeholders?How is information transmitted to stakeholders?

• What channels of communication are most What channels of communication are most suitable?suitable?

In Part Two–Chapter 7, Our Focus Is In Part Two–Chapter 7, Our Focus Is Action and CommunicationAction and Communication

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Today’s Learning ObjectivesToday’s Learning Objectives

Today you’ll gain an understanding of …Today you’ll gain an understanding of …

1. How organizations establish action plans1. How organizations establish action plans

2. Public relations practitioners’ roles in that process2. Public relations practitioners’ roles in that process

3. How to identify the types of actions needed in 3. How to identify the types of actions needed in specific circumstancesspecific circumstances

We’ll return briefly to the planning process…We’ll return briefly to the planning process…

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You’ll Recall The Planning Process …You’ll Recall The Planning Process …

• Organizations establish Organizations establish strategic (long-term) and strategic (long-term) and operational (short-term) plans.operational (short-term) plans.

• Their operating units Their operating units (including public relations (including public relations departments) create parallel departments) create parallel plans outlining their roles in plans outlining their roles in detail.detail.

And you’ll recall planning’s components …And you’ll recall planning’s components …

2005 Plan2005 Plan

2002 Plan2002 Plan

PR

Plan

sP

R P

lans

Oth

er Dep

artmen

tsO

ther D

epartm

ents

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Public Relations Plans Specify …Public Relations Plans Specify …

• What behaviors are What behaviors are required of the required of the organization’s organization’s stakeholders?stakeholders?

• What changes in attitude What changes in attitude and/or opinion are and/or opinion are necessary to encourage necessary to encourage those behaviors?those behaviors?

• How those changes are to How those changes are to be accomplished?be accomplished?

Research data guides the process …Research data guides the process …

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Public Relations Deals With Two Public Relations Deals With Two Types Of Problems:Types Of Problems:

• Those based in false perception, which can be Those based in false perception, which can be corrected by providing accurate information to corrected by providing accurate information to stakeholders.stakeholders.

• Those based in reality, which may require any Those based in reality, which may require any of a variety of actions on the part of the of a variety of actions on the part of the organization.organization.

Applying research data…Applying research data…

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Research Data AppliedResearch Data Applied

Open System Response:Open System Response:Policy - StructurePolicy - Structure

Closed System Response:Closed System Response:Campaigns - ProjectsCampaigns - Projects

Communication ToCommunication ToTarget PublicsTarget Publics

Organization’s Organization’s Strategic PlanStrategic Plan

Strategic PR PlanStrategic PR Plan

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Shoppers Avoid A Store Because They Shoppers Avoid A Store Because They Believe Its Prices To Be Too HighBelieve Its Prices To Be Too High

• If they’re wrong, public relations If they’re wrong, public relations can solve the problem by can solve the problem by providing accurate information providing accurate information about store prices.about store prices.

• If they’re right, management is If they’re right, management is going to have to act to change going to have to act to change prices or otherwise make their prices or otherwise make their products more attractive.products more attractive.

Only then should communication begin.Only then should communication begin.

Only Bill Gates Only Bill Gates shops there.shops there.

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Practitioners Use Research Data To …Practitioners Use Research Data To …

• Identify stakeholders’ concerns.Identify stakeholders’ concerns.

• Determine whether they are based in reality or Determine whether they are based in reality or perception.perception.

• Identify alternative courses of action.Identify alternative courses of action.

• Make recommendations to management.Make recommendations to management.

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Louisiana's Tobacco ProjectLouisiana's Tobacco Project

• To understand how To understand how media campaigns are media campaigns are carried out, click on the carried out, click on the image to visit “image to visit “The The National Youth Anti-National Youth Anti-Drug Media Drug Media Campaign”Campaign” site for its site for its anti-drug project.anti-drug project.

• How effective do you How effective do you think their campaign think their campaign is?is?

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Diffusing Information Requires …Diffusing Information Requires …

Identifying audiences Identifying audiences

by target categoryby target category

PrimaryPrimary

InterveningIntervening

ModeratingModerating

Now we’ll look at the diffusion process … Now we’ll look at the diffusion process …

Identifying Identifying audiences by audiences by awareness categoryawareness category

LatentLatent

AwareAware

ActiveActive

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The Diffusion Process Involves …The Diffusion Process Involves …

• Five stages of adoption that apply equally to Five stages of adoption that apply equally to ideas, products and servicesideas, products and services

• Four channels of influence – only two of which Four channels of influence – only two of which are active during any stage of the adoption are active during any stage of the adoption process.process.

We’ll look first at adoption …We’ll look first at adoption …

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The Five Stages Of AdoptionThe Five Stages Of Adoption

1. awareness1. awareness

2. interest2. interest

3. evaluation3. evaluation4. trial4. trial

5. adoption5. adoption

1. Awareness – Topic known but knowledge limited.1. Awareness – Topic known but knowledge limited.

2. Interest – Development of interest begins; information sought.2. Interest – Development of interest begins; information sought.

3. Evaluation – Idea applied to individual situations, more information obtained.3. Evaluation – Idea applied to individual situations, more information obtained.

4. Trial – Use begins on a small scale.4. Trial – Use begins on a small scale.

5. Adoption – Idea, service or product adopted after being proven worthwhile. 5. Adoption – Idea, service or product adopted after being proven worthwhile.

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Biased Channels of InfluenceBiased Channels of Influence

Mass media, print Mass media, print

and electronicand electronic

Biased Biased

intermediaries such intermediaries such

as salespersonsas salespersons

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Unbiased Channels of InfluenceUnbiased Channels of Influence

Unbiased third parties such as Unbiased third parties such as

consumer groups and government consumer groups and government

agenciesagencies

Significant others, including spouses, Significant others, including spouses,

friends, relatives and others admired by friends, relatives and others admired by

potential adopterspotential adopters

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Channels Engaged In Each StageChannels Engaged In Each Stage

• mass media and significant othersmass media and significant others

• mass media and significant othersmass media and significant others

• unbiased third parties and significant othersunbiased third parties and significant others

• unbiased third parties and significant othersunbiased third parties and significant others

• significant others and personal experiencesignificant others and personal experience

1. awareness1. awareness

2. interest2. interest

3. evaluation3. evaluation

4. trial4. trial

5. adoption5. adoption

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Adoption Is Facilitated Through …Adoption Is Facilitated Through …

Stakeholder analysis – categorizing groups that Stakeholder analysis – categorizing groups that perceive themselves as involved in the issueperceive themselves as involved in the issue

Problem analysis – examining stakeholder groups Problem analysis – examining stakeholder groups to determine…to determine…

• Which should be the subject of each action step?Which should be the subject of each action step?

• What action should be taken?What action should be taken?

• What results should be sought?What results should be sought?

• How each action should fit into the overall plan?How each action should fit into the overall plan?

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The Analytical Process Assists In …The Analytical Process Assists In …

Identifying communication channelsIdentifying communication channels

Analyzing them in terms of…Analyzing them in terms of…

• AudiencesAudiences

• Time FactorsTime Factors

• CostsCosts

These will be the topics of our next lesson …These will be the topics of our next lesson …

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Action In Public RelationsAction In Public Relations

Public relations deals with two types of problems:Public relations deals with two types of problems:

• Those in which desired behaviors on the part of the Those in which desired behaviors on the part of the publics involved are discouraged by false publics involved are discouraged by false perceptions.perceptions.

• Those in which organizational realities are creating Those in which organizational realities are creating barriers.barriers.

Action is necessary in dealing with the first Action is necessary in dealing with the first category but communication follows in any casecategory but communication follows in any case ..

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The Keys To SuccessThe Keys To Success

• Understanding stakeholder groupsUnderstanding stakeholder groups

• Knowing the communication channels they useKnowing the communication channels they use

• Developing and disseminating messages through Developing and disseminating messages through those channelsthose channels

Remember the key data about Remember the key data about stakeholders?stakeholders?

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Practitioners define Practitioners define publics by several publics by several aspects.aspects.

AgeGender

Ethnicity

AgeGender

Ethnicity

Marital-familystatus

Marital-familystatus

EducationIncome level

EducationIncome level

Work locationResidence

Work locationResidence

Political & religious affiliation

Political & religious affiliation

AttitudeOpinion

Behavior *

AttitudeOpinion

Behavior *

* In relation to specific * In relation to specific products, services, or products, services, or organizationsorganizations

Media useMedia use

Identifying and Defining StakeholdersIdentifying and Defining Stakeholders

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What If Major Stakeholders What If Major Stakeholders Were Latinos?Were Latinos?

Ingrid Duran – Director of Ingrid Duran – Director of Congressional Hispanic Congressional Hispanic

Caucus InstituteCaucus Institute

You would want to gain an You would want to gain an understanding of Latino understanding of Latino values and business values and business principles by participating principles by participating in Hispanic cultural events.in Hispanic cultural events.

Do research on Do research on countries of Latino countries of Latino origin.origin.

Begin to communicate with Begin to communicate with and through Latino and through Latino leaders.leaders.

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Identifying Media Is Critical Because …Identifying Media Is Critical Because …

• There are no ‘mass’ media.There are no ‘mass’ media.

• The typical daily newspaper may reach half the The typical daily newspaper may reach half the homes in a community.homes in a community.

• The typical network television newscast may The typical network television newscast may reach 10 percent of the viewing audience, many reach 10 percent of the viewing audience, many in which your stakeholders are not present.in which your stakeholders are not present.

• You can’t succeed unless your message is You can’t succeed unless your message is delivered.delivered.

Message development is equally Message development is equally challenging…challenging…

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Crafting Messages Requires That You …Crafting Messages Requires That You …

• Find the right media.Find the right media.

• Understand audience Understand audience motivations.motivations.

Disney chose to highlight its Mickey image at Tiger Wood’s victory in the Disney Classic 2000, copyright Time, Inc.

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Craft Messages That Will Be…Craft Messages That Will Be…

• Attended toAttended to

• UnderstoodUnderstood

• RememberedRemembered

• Acted UponActed Upon

Fortunately, there are guidelines …Fortunately, there are guidelines …

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Successful Writers …Successful Writers …

Have acquired Have acquired basic basic skillsskills

Follow five simple Follow five simple guidelinesguidelines

Package ideas in Package ideas in appealing fashionappealing fashion

About acquiring writing skills…About acquiring writing skills…

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Writers Are Made, Not BornWriters Are Made, Not Born

Writing is an acquired skill that is…Writing is an acquired skill that is…

• Learned by doingLearned by doing

• Improves with useImproves with use

• Has no qualitative limitsHas no qualitative limits

• Never is totally masteredNever is totally mastered

You’ll succeed as a writer if you …You’ll succeed as a writer if you …

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Follow Five Basic Guidelines …Follow Five Basic Guidelines …

• Use short and simple words, sentences and paragraphs.

• Write in active rather than passive voice.

• Avoid slang and jargon.

• Use adjectives and adverbs sparingly.

• Be brief.

• Use short and simple words, sentences and paragraphs.

• Write in active rather than passive voice.

• Avoid slang and jargon.

• Use adjectives and adverbs sparingly.

• Be brief.Writing is the packaging of ideas …Writing is the packaging of ideas …

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In Packaging Ideas, Remember …In Packaging Ideas, Remember …

• Short sentences are the key to clarity.Short sentences are the key to clarity.

• Most sentences should be confined to one idea.Most sentences should be confined to one idea.

• Short and long sentences should be mixed for Short and long sentences should be mixed for variety.variety.

• The average sentence should be 17-20 words.The average sentence should be 17-20 words.

But success still requires delivery …But success still requires delivery …

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The Basics Of Media SelectionThe Basics Of Media Selection

• Media are of two types:Media are of two types:

• Controlled, such as Controlled, such as pamphlets, posters, and pamphlets, posters, and company publicationscompany publications

• Uncontrolled, such as Uncontrolled, such as newspapers, television and newspapers, television and radio.radio.

• Media audiences defy Media audiences defy categorization.categorization.

How do media differ?How do media differ?

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Controlled Media: The DownsideControlled Media: The Downside

• Relatively costly to produceRelatively costly to produce

• Time-consuming in developmentTime-consuming in development

• Lacking in the “urgency” of newsLacking in the “urgency” of news

Why are they so popular?Why are they so popular?

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• Total control over message contentTotal control over message content

• Total control over delivery time and placeTotal control over delivery time and place

• Real costs lower than apparent costs because audiences Real costs lower than apparent costs because audiences can be more precisely ‘targeted’can be more precisely ‘targeted’

• The waste inherent in uncontrolled media audiences is The waste inherent in uncontrolled media audiences is sharply reducedsharply reduced

What about uncontrolled media?What about uncontrolled media?

Controlled Media: The UpsideControlled Media: The Upside

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Uncontrolled Media: The DownsideUncontrolled Media: The Downside

• Timing can’t be Timing can’t be controlled.controlled.

• Content can’t be Content can’t be controlled.controlled.

• Potential for errors Potential for errors and distortion is high.and distortion is high.

What’s the upside?What’s the upside?

Government Watchdog Report

And now, for our alarming reporton inefficiency in City Hall...

““And now, for our alarming report And now, for our alarming report on inefficiency in City Hall…”on inefficiency in City Hall…”

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Uncontrolled Media: The UpsideUncontrolled Media: The Upside

• Costs are low.Costs are low.

• The urgency of news captures attention.The urgency of news captures attention.

• They imply third party objectivity.They imply third party objectivity.

What criteria guide decisions?What criteria guide decisions?

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Media Selection Criteria OneMedia Selection Criteria One

• Three criteria are Three criteria are used in selecting used in selecting media.media.

• Criteria One: Criteria One: Audience comparison Audience comparison – media audiences – media audiences vs. target audiencesvs. target audiences

Families recently having experienced Families recently having experienced hospitalization could be a targeted audience.hospitalization could be a targeted audience.

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Media Selection Criteria TwoMedia Selection Criteria Two

Importance of timing – Importance of timing – the extent to which the extent to which control is necessarycontrol is necessary

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Media Selection Criteria ThreeMedia Selection Criteria Three

Budget limitations—Budget limitations—the amount of money the amount of money available to achieve available to achieve specified objectivesspecified objectives

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Examining Media AudiencesExamining Media Audiences

• How closely do media audiences match How closely do media audiences match stakeholder groups demographically?stakeholder groups demographically?

• Which media reach the largest number of Which media reach the largest number of stakeholder group members?stakeholder group members?

• Which offer the best combination of coverage Which offer the best combination of coverage and credibility?and credibility?

Now we’ll look at time factors …Now we’ll look at time factors …

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Time Factors In Media SelectionTime Factors In Media Selection

• How much time do you have time to prepare How much time do you have time to prepare content? content?

• What kinds of ‘lead times’ prevail among What kinds of ‘lead times’ prevail among media?media?

• What time factors are implicit in the public What time factors are implicit in the public relations problem?relations problem?

Now let’s look at cost factors …Now let’s look at cost factors …

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Cost Factors In Media SelectionCost Factors In Media Selection

Which media will deliver …Which media will deliver …

• The message you need deliveredThe message you need delivered

• To the greatest percentage of the target audienceTo the greatest percentage of the target audience

• At the time you need to communicate with themAt the time you need to communicate with them

• Within limitations imposed by your budgetWithin limitations imposed by your budget

The following chart illustrates The following chart illustrates these elements…these elements…

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Media Cost Factors ChartMedia Cost Factors Chart

Media AMedia A Media BMedia B Media CMedia C Media DMedia D

Message suitabilityMessage suitability

Reachable audience %Reachable audience %

Timing of deliveryTiming of delivery

CostsCosts

Results rankResults rank

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Tourism Media Selection ExampleTourism Media Selection Example

• Click on the Click on the image to image to download the download the Virginia Tourism Virginia Tourism Corporation’s Corporation’s media plan.media plan.

• How do they How do they discern what is discern what is effective media?effective media?

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Don’t Forget Direct MailDon’t Forget Direct Mail

• If done properly, direct mail can If done properly, direct mail can be effective.be effective.

• The audience must be carefully The audience must be carefully targeted.targeted.

• The message must be attractive The message must be attractive and presented in a form the and presented in a form the recipient will read.recipient will read.

• The good news is that you don’t The good news is that you don’t have to do the mailing!have to do the mailing!

• Click on the image to learn Click on the image to learn about one direct mail service.about one direct mail service.

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Successful Communication Requires …Successful Communication Requires …

• Writing skillsWriting skills

• Audience knowledgeAudience knowledge

• Skillful media selectionSkillful media selection

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In Summary…In Summary…

Communication will succeed if:Communication will succeed if:

• The message is clear.The message is clear.

• It appeals to stakeholder interests.It appeals to stakeholder interests.

• It’s delivered through media that reach stakeholder It’s delivered through media that reach stakeholder groups.groups.

slide 1 of 47 introduction to public relations part two public relations…the process chapter 7...

Documents

communication slide

public relations departments

public affairs

planning process slide

channels of communication

action plans

organizations stakeholders

planning process organizations