PR EXAM 2
Definition of communication.
COMMUNICATION IS A TRANSACTIONAL PROCESS BASED ON A SHARED INTERPRETATION OF REALITY VIA SYMBOLS
Understand types of Quantitative (survey, experiment, etc.) vs. Qualitative research (focus group, ethnography, interview, etc.).
Quantitative includes: i. Surveys and experiments b. Qualitative includes: i. focus groups, ethnography and interviews
What are Aristotle's three important factors in persuasion: Ethos, Logos, and Pathos?
RHETORIC COMMUNICATION ELEMENTS Ethos= credibility/ trust Logos= Logic/reason/proof Pathos=emotion/values
Why and how is research used in public relations
prevents crisis, monitors competition, saves money, and makes money.
Strategy - what is it, its purpose, what are walk-away points, reiterated key messages?
A strategy statement describes how, in concept, an objective is to be achieved b. It also provides guidelines and themes for the overall program c. This is also the component where rationale for the actions and program components are planned d. Key messages reiterated throughout campaign e. Bottom line: How, in concept, an objective will be achieved
Conflict Theory
conflict is any situation in which 2 or more individuals, groups, organizations, communities have a divergence of interests this theory explains conflicting interests inherent in how reporter frames most issues SHAPES PUBLIC OPINION INTENSIVELY AND EXTENSIVELY
Understand who are opinion leaders (formal v. informal) and explain their characteristics
early adopters good organizers social good demographics formal : news reporters often ask for statements of specific issues presidents mayors spiritual leaders Informal:family/friends (usually are peer pressure to go along w/something)
Online has the most powerful emotional impact of all media. 1. True 2. False
false, its tv
IS RESEARCH THE FIRST STEP IN PUTTING TOGETHER A PUBLIC RELATIONS CAMPAIGN?
yes, remember RACE
Research procedures that measure lifestyle or value, personality, attitudes and the like are called? 1. Demographics 2. Psychographics 3. Community calendar 4. Measurement by objectives
2. Psychographics
The use of existing information in books, articles, and electronic databases is known as: 1. Primary research 2. Secondary research 3. Summative research 4. Qualitative research
2. Secondary research
A budget usually is divided into two categories, which are? 1. Staff time and legislative windfalls 2. Staff time and out-of-pocket expenses 3. Usually 8-12 participants 4. No Answer
2. Staff time and out-of-pocket expenses
The most effective medium in terms of overall popularity and its ability to elicit emotions is: 1. Radio 2. Television 3. Newspaper 4. Magazine
2. Television
When media alert the public what subject to think about, but not necessarily how to think, this theory is known as: 1. Cultivation Theory 2. Framing Theory 3. Agenda Setting Theory 4. Uses and gratification Theory
3. Agenda Setting Theory
Which is not indicative of a focus group? 1. Usually conduct with 8-12 participants 2. Qualitative research technique 3. Almost exclusively used in media research 4. Directed by trained moderator
3. Almost exclusively used in media research
Day-after recall measures: 1. Cost effectiveness of the message 2. Value of a news story or broadcast mentions by comparing to ad space cost 3. Audience awareness and comprehension 4. Analyze the content of media placement
3. Audience awareness and comprehension
Define persuasion and explain the purpose of persuasion.
A. Persuasion is a communication process in which communicators attempt to change awareness, attitude, belief or behavior in a context of free choice . B. Formalized by the ancient Greeks Purpose: i. Change or neutralized hostile opinion ii. Crystallize latent opinions and positive attitudes iii. Conserve favorable opinions
Hovland Model states the three most prominent factors EXCEPT: 1. Source factors 2. Message factors 3. Situational factors 4. Receiver factors
Situational factors
What goes into publicizing research?
Sponsorship ii. Name of research company iii. Description of objectives iv. Description of relevant methodology v. Dates of data collection vi. Questions vii. Any information that is relevant for the readers to make a fair assessment of the results viii. Generates publicity and can be the centerpiece of a public relations campaign
Develop a clear understanding of the elements of research: primary-secondary, qualitative AND quantitative.
Types of research: i. Secondary - existing research, place to start and is less expensive ii. Primary - New and original research generated through a research design iii. Qualitative - descriptive and offers rich insight, often times exploratory (relies on descriptive data) Quantitative - always numeric (usually more expensive and tries to make predictions on small amounts of data
research
the controlled, objective and systematic gathering of information for the purpose of describing and understanding
Have a basic understanding of audiences issues such as: Diversity, shifting audience dynamics, fragmentation, internal and external, more specific - more effective/expensive, and determine your own target audiences when possible.
Fragmentation of audiences More specific, typically more effective More specific, typically more expensive Use public relations, marketing and advertising databases and primary research to identify audiences Computer technology, primary research Also secondary research - census, automobile registration, voter registration, organizational memberships Specialized services such as Claritis, Simmons, etc.
Framing theory
How story framed by journalists or public relations practitioners: selected facts and themes Mass media tells audience how to think
Media dependency theory
Mass media has powerful effects People can't verify information through experience; can only depend on media for verification
What is public opinion and when/why did the concept of public opinion mature?
Sum of individual opinions on an issue affecting those individuals, collection of interested views Concept matured in 20th century with public opinion polling, became empirical between two world wars - difficult to measure
Agenda-setting theory
"Mass media does not necessarily tell people what to think, but what to think about" What are the hot topics lately? Mass media gives salience to issues Mass media tells audience what to think about People talk about what's in the media
What is, and explain, the current status of evaluation and measurement in public relations:
(such as plan evaluation - don't wait, sophisticated techniques and more expertise, computerization (not just clip service), trend towards increasing value and use of evaluation, about 5% of budget now yet projected to be about 10% of budget in next decade, many evaluation tools borrowed from marketing and advertising, management must concur about objectives, and it should be realistic, credible, measurable, and compatible with goals and objectives of public relations campaigns and overall organization)?
The selection of certain facts, themes, and treatments to shape a story is known as? 1. Cultivation Theory 2. Framing Theory 3. Agenda Setting Theory 4. Propaganda
2. Framing Theory
Objectives of communication.
1)Message exposure 2) Accurate dissemination of the message 3)Acceptance of the message 4)Attitude change 5) Audience not only believes the message, but also makes a verbal or mental commitment to change behavior as a results of the message 6) Change in overt behavior 7) Members of the audience actually change their current behavior or purchase the product and use it.
The Five-Stage Adoption Process (Textbook p.189)
1. AWARNESS- ad,news,mention, chat group 2.Interest- individual seeks more info about the idea or the product perhaps by ordering a brochurse, in depth article, newspaper or magazine, google search 3. EVALUATION- person evaluates the idea or the product on the basis of how it meets specific needs and wants. friends and family feedback is part of this. 4. TRIAL- using a sample, actuall trying it 5. ADOPTION- individual uses the product on a regular basis or integrates the idea into his or her belief system
This theory implies mass media has a direct, immediate and powerful effect on its audiences. What is this theory? 1. Magic Bullet Theory (Hypodermic Needle Theory) 2. Uses and Gratification Theory 3. Elaboration Likelihood Model (ELM) 4. Diffusion of Innovation Theory
1. Magic Bullet Theory (Hypodermic Needle Theory)
Which is not one of the three kinds of situations that dictate the conduct of a public relations program? 1. Need-based with regard to company expectations 2. Specific one-time project 3. Reinforce an ongoing effort to preserve reputation 4. Remedial program to overcome a problem negatively affecting the organization
1. Need-based with regard to company expectations
The acronym MBO stands for management by: 1. Objective 2. Observation 3. Organization 4. Opportunity
1. Objective
. Telephone survey generally have higher response rates than mail surveys. 1. True 2. False
1. True
Which of the following is the correct answer? 1. We should plan evaluation always in advance before executing the campaign. 2. Objectives and evaluations are not essentially the same thing 3. Evaluation should be taken into account only at the last stage of the campaign 4. Use a single techniques to conduct evaluation.
1. We should plan evaluation always in advance before executing the campaign.
Which of the following is NOT describing the basic level of evaluation, such as measurement of production or media/message exposure? 1. Simply count technical tools produced/distributed in a given period of time 2. Focus on quality instead of quantity result 3. Often conducted to measure "How many people have been exposed to the message" 4. Can measure cost effectiveness based on CPM (cost per thousand impressions)
2. Focus on quality instead of quantity result (first level is basic technical)
Howard Dean Scream video was an example of? 1. Cultivation Theory 2. Framing Theory 3. Media-Dependency Theory 4. Inoculation Theory
2. Framing Theory
Which is NOT indicative of the use of online media? 1. No gatekeepers 2. Customized information can be delivered to target audience 3. It is only appropriate for well-educated people 4. Helps with real-time response
3. It is only appropriate for well-educated people
The first major component of the planning process in public relations is a ? 1. Calendar/ Timetable 2. Development of strategies and tactics 3. Situation analysis 4. Setting of objectives
3. Situation analysis
Using databases and computer software to analyze content of media placement is quite common with this technique: 1. Benchmarking 2. Environmental scanning 3. Systematic tracking 4. Day-after-recall
3. Systematic tracking
The specific activities that put strategies into operations and help achieve stated objective are known as: 1. Goals 2. Audits 3. Tactics 4. Objectives
3. Tactics
Which of the following is not an example of qualitative research? 1. In-depth interview 2. Focus group 3. Copy testing 4. A Likert-type scaled survey
4. A likert-type scaled survey
Which of the following is not a factor of source credibly? 1. Expertise 2. Sincerity/Trustworthiness 3. Attractiveness/Charisma 4. Complex language
4. Complex language
Which of the following research technique is not a quantitative research? 1. Experiment 2. Survey 3. Digital Analytics 4. Ethnography(observation)
4. Ethnography
Which of the following is Not the correct answer? 1. In two-step flow theory opinion leaders plays an important role. 2. In two-step flow theory opinion leaders can be both formal and informal 3. In two-step flow theory opinion leaders are generally early adopters 4. In two-step flow theory opinion leaders do not bring about behavior change
4. In two-step flow theory opinion leaders do not bring about behavior change
Which of the following is not an example of demographic information components? 1. Race 2. Marital status 3. Education level 4. Lifestyle
4. Lifestyle
According to the lecture PPT, all of the following are five basic communication elements EXCEPT: 1. Sender/source & Receiver 2. Message 3. Channel 4. Noise 5. Feedback
4. Noise real answer: receiver
According to the lecture, all of the following are reasons for doing evaluation EXCEPT: 1. To assess program toward objectives 2. To improve subsequent/ ongoing programs 3. To assess ROI of time and money 4. To define target audiences or target public
4. To define target audiences or target public
Source credibility
A message is more believable if the source has credibility 3 factors: 1) expertise 2)sincerity/trustworthiness 3)attractiveness/charisma
Uses and gratifications theory
Audience use media based on needs and gratifications Entertained Build social relationships Informed Reinforce their opinion Decision making about products or service Etc.
What are the differences between audience, stakeholders and stakeseekers
Audience: target or general Stakeholders relate to those who already have a vested interest/already involved in an organization while stake-seekers are trying to become involved
Audiences - what are they, primary v. secondary, internal v. external, stakeholder? Can the media be considered a target audience of a public relations campaign?
Audiences are the specific and defined targets of a public relations campaign b. Can either be internal (employees) or external (stakeholders/consumers/media/government agencies) c. Media may or may not be an audience d. Know the difference between: i. Audiences - Everyone ii. Publics - Include all different sectors that have interest in your organization iii. Stakeholders - People who have some stake in your organization. Stockholders are only part of stakeholder and not publics they are also different from stakeholders
Elaboration Likelihood Model
Based on level of involvement, people process message through two routes: Central route (high involvement): Careful and thoughtful consideration of the true merits/arguments of the message High level of message elaboration Forms long-lasting attitudes Peripheral route (low involvement): Rely on message cues such as credibility or attractiveness of the source Low level of message elaboration Forms attitudes that are likely to change
All the elements of mail surveys, including Web/email surveys.
Benefits: i. Control over who receives them through personalized address label ii. Large geographical areas can be more easily covered iii. Large numbers of people can be covered at a more economical cost b. Drawbacks: i. Low response rate overall Background image of page 3 ii. Commercial: general public produces a 1% to 2% response iii. Commercial: highly relevant to public produces 5% to 20% iv. Solicited by the sponsoring organization, 30% to 80% c. To get more responses: i. Provide an incentive ii. Mail questionnaires first class mail iii. Mail reminder postcard 3-4 days later iv. Conduct a second mailing v. Include stamped, self-addressed return envelope d. Also web/mail surveys - responses immediately available, cheaper, difficult to control respondents characteristics on a web survey
What are the elements of a public relations campaign? (understand each element)
Campaign elements include: situational analysis, objectives, audiences, strategies, tactics, calendar/timetables, budget, and evaluations b. Two types of campaign planning: i. Management by objective (MBO) 1. Client objectives -->Audience --> Audience objectives --> Media channels --> Media channel objectives --> sources and questions --> Communication strategies --> Essence of the message --> Nonverbal support of the message ii. Strategic Planning Model (Ketchum) 1. Identify all the factual information a. Category facts - recent trends b. Product/service issues - significant characteristics of the product or issue c. Competitive facts - who are the competitors d. Customer facts - who use the product 2. Goals a. Business objectives b. Role of public relations c. Sources of new business: what sectors will produce growth 3. Audience a. Target audience: who are they b. Current mindset: how do they feel about the product c. Desired mindset: how do we want them to think 4. Key Messages a. Main point: key message we want to convey
Diffusion of Innovation theory
Developed by Everett Rogers in 1962 detailing how innovation is introduced and embraced by different group of people Individuals adopt new ideas or products through five stages Stage 1 INNOVATORS (2.5%)- people become aware about the technology through mass media Stage 2 EARLY ADOPTERS(16.5%)- First be adopted by a very small group of innovators, or early adopters Stage 3 EARLY MAJORITY(34%)- Opinion leaders learn from the early adopters and try the innovation themselves Stage 4 LATE MAJORITY (34%) - Opinion encourage their friends (the opinion followers) Stage 5 LAGGARDS (16%)- Late adopters, make the change
What is an evaluation and what are the major purposes of evaluation: (Such as the systematic assessment of a program and its results, assess progress toward objectives, raise accountability of public relations, improve subsequent/ongoing programs, and assess return on investment of time and money)?
Evaluation involves the systematic assessment of a program and its results: To assess program toward objectives To raise accountability of public relations To improve subsequent/ ongoing programs To assess ROI (Return on Investment) of time and money To adopt MBO (Management by objectives) Plan evaluation - Don't wait!! "We should plan evaluation always in advance before executing the campaign" "Evaluating impact/results starts in the planning stage" - Albert L. Schweitzer
Evaluation - what is it, why is it important to be measured against objectives, value of evaluations, is this an emphasis of organizations, types of evaluations.
Evaluations are measured against objectives and typically need baseline numbers for comparison b. Evaluation criteria include: i. Realistic ii. Credible iii. Specific iv. In line with the client's or employer's expectations c. Evaluation can be: i. Formal ii. Informal d. Can use both qualitative and quantitative methods e. Usually include a pre-test, mid-point, conclusion and are ongoing f. DETERMINES OUR SUCCESS AND FAILURES g. Also helps us get paid Also related to conducting research
According to the Elaboration Likelihood Model (ELM), audiences who are highly involved to the message use peripheral route, but who are less involved to the message use central route. 1. True 2. False
FALSE. IT IS THE OPPOSITE.
Situational theory
GRUING 1. Active vs. Passive audiences 2. Primary target audiences may be different on different occasions 3. Primary public might be comprised of different people at different time 4. You have to be flexible why? The public is not static 5. High involvement vs. low involvement
Two-step flow theory
Lazarsfeld: "Ideas often flow from radio and print to the opinion leaders and from them to the less active sections of the population" Media message moves in two distinct stage 1. Opinion leaders who pay close attention to the mass media and its message 2. Opinion leaders pass on their own interpretations to the public Use of opinion leader in disseminating information Utilized in Word-of-Mouth and electronic Word-of-Mouth CAN BE FORMAL OR INFORMAL
What are the five most widely used methods (distinguished based on three different level) for evaluating public relations efforts and be able to explain each method - production, message exposure, audience awareness, audience attitudes, audience action?
Level 1: measurement of message exposure Measurement of production -sysematic tracking - requests and 800 numbers Level 2: Measurement of audience awareness -did audience grasp any of the info? -before and after surveys -day after recall Level 3: measurement of evaluations Measurement of audience attitudes Measurement of audience behaviors The ultimate goal is to motivate people to adopt an idea, vote, use a service or buy a product Ask for behavioral intentions (e.g., How likely are you to...?) Measuring actual behaviors (e.g., sales, votes, donations, attendance, etc.)
Objectives - what is an objective, what are its characteristics? (Specific, measurable, achievable, etc.), how are they incorporated into a plan, types of objectives
Objectives are specific (Should include a specific timeline) and measurable (So you can evaluate the campaign later on) and are usually stated as impact/outcome instead of input (end rather than means). b. Type of objectives include: i. Informational - changing target audience's awareness level or understanding level ii. Attitudinal - changing target audience's attitude (increase 18-25 positive attitude to company by 30%) iii. Behavioral - changing target audience's behavior (Increase frequency of commenting In company Facebook page by end of the year) c. Difference between goal statement and objective statement i. Goal statement comes first but can be skipped. Conceptual and directional. Not specific but provides direction ii. Objective statements are measurable statement of how you plan to achieve your statement goals. States what you want to achieve specifically
How do we report the results of evaluation?
Ongoing Evaluating of the Strategic Plan pre-test, midpoint, conclusion
Active audiences vs. Passive audiences (Textbook 179)
Passive audiences: individuals in this category pay attention to a message only because it is entertaining and offers a diversion. they briefly notice while doing something else. objective is to expose disseminate accurate info in a creative eye catching way. active audiences: audiences that actively seek info. sophisticated and supplemental info is required.
Understand the basic tenets related to matching audience with print, television, radio and online media.
Print: o For detail and contemplation o Pitch stories (commercial purpose) o Understand organization of newspaper o Created v. naturally occurring stories o Magazine books o Internal organizational print outlets Television: Emotional impact, incredible range of stations now, specific and general o Also sponsored films, CDs, and videos o Opportunities for public relations Guest appearances News releases, story pitches VNRs - video news releases Silent publicity (advertising placement) Public service announcements Radio: o Radio for flexibility and specific targets and speed, can go almost anywhere with audience o Understand stations' format and submit material suitable o Public relations opportunities Guest appearances News releases, story pitches VNRs - video news releases Program ideas Silent publicity (advertising placement) Public service announcements Online media: o Customized information of target audience, supplemental information, constantly changing how it's used o Helps with real-time responses o Blogs, chat rooms o Maintain home pages o Less to no gatekeepers
What is propaganda and compare it to persuasion?
Propaganda is: i. The deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandist b. Different from persuasion because: i.Propaganda sells belief system or constitutes political ideological dogma ii. Propaganda is really about manipulation rather than discussion
Develop a clear understanding of scientific sampling, including random/probability sample, nonrandom/non-probability sample, quota sampling, typical sample size and related response rates.
Random/probability Sample - Everyone in target audience has an equal chance of participating b. Non-probability sample, nonrandom c. Quota sampling - draw a random sample that matches characteristic of the audience d. Typical sample size: i. 1000-15000 for national poll, 2-3% margin of error 95% of the time ii. 250-500 is relatively accurate, 5-6% margin of error iii. 100 gives a 10% margin of error
Cultivation theory
Repetition- cultivates a mediated reality
Why is research critical and necessary?
Research defines audiences, target audiences, tests messages, develop and monitor campaigns, sway public opinion and generate publicity, formulates strategies, achieve credibility and management, Define audiences and target publics ii. Test messages (2 different slogans, not knowing which to use) iii. Formulate strategies iv. Develop and monitor the campaign/program v. Generate publicity/sway public opinion (research is publicity orientated) vi. Using research we can measure PR campaign Success b. It is also used to: i. Achieve credibility with top management ii. Prevent crisis and take advantage of changes iii. Monitor the competition iv. Help management keep in touch v. Save money and make money
What research techniques are typically used by public relations practitioners?
Research techniques include: i. Archival materials - review or organizational, internal and external, materials ii. Communication audits - review of archival materials to determine how the organization communicates to its internal and external stakeholders 1. Analysis of phone class, emails and written correspondence iii. Internal and web - Google not a bad place to start but there are many more iv. Library - reference books, academic journals, trade publications 1. Statistical abstract of the united states - census information 2. Gallup Poll and Gallup Index - public opinion index 3. American Demographics - populations shifts/ lifestyle trends 4. Simmons' Media and Markets - Annual survey of households on product usage by brand and media exposure 5. Standards and Poors' NetAdvantage - essential industry materials v. Online databases - subscription basis 1. Burrelle's Broadcast Database - full-text transcripts of radio and TV programs 2. Dow Jones News/Retrieval - up to the second global coverage of business news, economic indicators and industry market data 3. Lexis/Nexis - articles from more than 125 magazines, newspapers and news services from all over the world vi. Public relations software - media scanning and monitoring vii. Personal Contacts viii. Case studies ix. Content analysis - systematic and objective counting or categorizingof content, often used to evaluate press coverage (used to see what will bring in the most media attention) x. Interviews - Intercept are short interviews, such as a shopping mall, and purposive are more in-depth xi. Focus groups (Qualitative, 8 to 12 people in a group with a moderator, free to discuss) xii. Surveys - either by mail or phone, personal, piggyback, web, mail (quantitative) xiii. Ethnography - Participant/observation 1. A branch or anthropology 2. Useful in investigating cultural aspects as well as being a qualitative research a. Example: understand how other cultures perceive technology, Chinese parents think that computers prevent learning of mandarin. Company included software to learn to write and talk mandarin. xiv. Copy testing xv. Experiments
Situation - what does the situational analysis help us to do in a public relations campaign? What are the three types of situations?
Situational analysis helps us understand the challenge, the organization, the industry and the environment to set clear and valid objectives i. Typically three types of situations: 1. One time specific project - new product launching campaigns 2. Remedial program - to overcome a negative problem or issues that need to be solved Reinforce - an ongoing effort to preserve reputation or public support, keep good reputation by enhancing it b. Part of research c. SWOT analysis i. Composed of 4 different elements: 1. Strengths (Positive Internal) - internal resources, capabilities, or situations 2. Weaknesses (Negative Internal) - internal deficiencies in resources or capabilities 3. Opportunities ( Positive External) - external factors or situations 4. Threats (Negative External) - external factors or situations that can affect an organization in a negative way
Aristotle's ideas of "ethos" deals with notion of credibility. 1. True 2. False
TRUE
Tactics - what is it, how do they help achieve objectives, have a thorough understanding of all the different types of tactics, three major categories of tactics (communication, management, production/service).
Tactics are specific activities that put the strategies into operation and help achieve overall goal and stated objectives. b. Considered the "nuts and bolts" c. Uses tools of: i. Communication ii. Management iii. Production/service d. Bottom line: Specific activities to be used to achieve strategies. All business and communication tools are available to excellent practitioners.
Budget - what is it, different types of costs, value of being specific and correct, typical breakdown, two major budget categories, contingency costs (percentage?).
There is either an upfront budget or the public relations staff can determine it b. There are two major budget categories i. Staff time which accounts for about 70% ii. Out-of-pocket expenses (OOP) c. It is always a good practice to allocate approximately 10% for contingencies or unexpected costs d. Always be specific and correct and learn the basic rules of accounting
Magic bullet theory (Hypodermic Needle theory)
This theory implies mass media has a direct, immediate, and powerful effect on its audiences Assumes that the media message is a bullet fired from the "media gun" into the viewer's "head" / media injects its message straight into passive audience Message is directly received and wholly accepted by the receiver The model is rooted in 1930s behaviorism The effects of this theory suggest that the media could manipulate (or shape audience perception) a passive and gullible public
All the elements of telephone surveys.
Used extensively by research firms 1. Feedback is immediate 2. More personal form of communication 3. Less intrusive than door-to-door interviewing 4. Response rode, if survey is short and handled by a skilled phone interviews can regularly reach 60% Benefits: i. Can generate wealth of information ii. Immediate response iii. Less intrusive than door to door iv. Response rate can reach 80% to 90% Drawbacks: i. Since they are personal interviews they tend to be more expensive ii. It's difficult getting all numbers
Calendar/timetable - what is it, sequencing concerns, importance of details?
Used to decide when a campaign should be conducted b. Also determines the proper sequence of activities c. Used to compile a list of steps that must be completed for each tactic and who is responsible to produce a finished product
What are some of the preliminary questions that you should ask to formulate your research design?
What is the real problem/ is there a problem? What kind of information is needed? ii. What public(s) should be researched? iii. How will the results be used? iv. Hire an outside consultant? v. How will the research be analyzed, reports and applied? vi. How soon are the results needed? vii. How much time, money and other resources?
Five communication elements
Wilbur Schramm's model includes five elements" i. A sender/source ii. A message iii. A channel iv. A receiver v. Feedback b. Little or no communication is achieved unless the sender and the receiver share the experience
What are some of the basic rules for writing with clarity so messages can be understood? Language use considerations - Writing for Clarity, Repetition
Writing for clarity Use symbols, acronyms, and slogans Avoid jargon (semantic noise) Avoid clichés and hype words (ruin the credibility and believability) Avoid euphemisms (or double speak to hide unfavorable news) Avoid discriminatory language (e.g., gender, race, ethnic connotation) Repetition Multiple opportunities for message exposure Help remember - key to memory retrieval of a message
What is a public service announcement?
a. A PSA is an unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest
Understand the basic elements of media opportunities, such as the relationship between the media and public relations practitioners, relationship with newspapers, and relationship with other media such as magazines and books, online, radio, television and movies.
a. About the relationship between media and public relations practitioners b. Treat and respect like professionals who are extremely busy c. Editors pride themselves on making their own decisions d. Stories submitted by nonprofits are better received than corporations (attempt at free advertising) e. Newspapers i. Public relations generates about 45-50% of news items ii. Commercial institution, 80% revenue from advertisements, 20% from sales iii. Protected by First Amendment cannot be forced to publish material iv. Understand the organization of newspaper, deadlines, hierarchy structure
All the elements of questionnaire design.
a. Avoid biased wording and edit out leading questions (semantics) b. Use simple and familiar words c. Timing and context d. Watch questions that elicit politically correct or courtesy bias answers e. Be aware of your answer categories f. Guarantee anonymity g. Always try to: i. Use closed-ended questions as much as possible ii. Design questions so that answers can be easily coded iii. No more than approximately 25 question carefully consider wording, avoid loaded questions. Use categories for demographic questions v. Make sure to pretest research instrument"Loaded"=intentionally skewed to generate a predictable response (politics)=advocay. Research practitioners avoid using "surveys"
Define demographics, lifestyles and psychographics.
a. Demography i. Perceptions, behaviors, attitudes and actions are connected to demographics ii. Profile a group that shares some traits using demographics iii. Demographic characteristics change over time, accompanied by changes in action patterns b. Lifestyle and Psychographics 1. Lifestyle- Patterns in which people live and spend time and money ii. Psychographics 1. Research procedures that measure lifestyle or value, personality, attitudes and the like iii. VALS 1. Values and lifestyles: most popular lifestyle and psychographic tools
What are some of the general characteristics of audiences?
a. Increasingly visually oriented (TV) b. Single issue decision-making c. Increase in personality and celebrity d. Distrust of authority and leadership e. Growth of international audience
Discuss ethics issues related to persuasion.
a. One should NOT: i. Use false evidence ii. Intentionally use unsupported reasoning iii. Falsely represent yourself iv. Use irrelevant appeals as diversions v. Make false links to favorable values, motives, or goals vi. Cover up consequences vii. Use baseless emotional appeals viii. Oversimplify complex situations ix. Feign certainty x. Advocate what you do not believe yourself
Have a basic understanding of the factors in persuasive communication such as: audience analysis, source credibility, appeals to self-interest, clarity of message, timing and context, audience participation, suggestions for action, content and structure of messages, and persuasive speaking (Textbook 236-244).
audience analysis: -knowledge of audience characteristics such as beliefs, attitudes, concerns and lifestyles Source Credibility: -ethos, a message is more believable to the intended audience if the source has credibility. Explains why organizations use a variety of spokespeople, depending on the message and the audience. -3 factors: EXPERTISE, SINCERITY, CHARISMA Appeals to Self-interest: - Publics become more involved in issues or pay attention to messages that appeal to their psychological or economic needs. Clarity of Message: -the most persuasive messages are direct, simply expressed, and contain only one primary idea Timing & Context: -the value of information and its newsworthiness are based on timing and context. Public relations professionals must immerse themselves in news and public affairs to disseminate info @ the right time. Audience participation: -change in attitude or reinforcement of beliefs is enhanced by audience involvement and participation Suggestions for Action: -people endorse ideas only if the sponsor proposes an action Content & Structure of messages: -drama - stats - surveys and polls -examples -testimonials -endorsements -emotional appeals
Discuss the basic aspects of public opinion as it relates to public relations: self-interest, passive v. active, event sensitivity and elusiveness. (Texbook p.220)
self-interest: -opinion is basically determined by self-interest. events words or to her stimuli affect opinion only insofar as their relationship to self-interest or a general concern is apparent. once self-interest is involved it is not easily changed passive v. active: event sensitivity and elusiveness: -opinion is highly sensitive if it affects a large group -events trigger formation of public opinion. Awarness and discussion lead to crystallizing of opinions and often a consensus among the public -events of unusal magnitude are likely to swing public opinion temporarily from one extreme to another
