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1st Model: Press Agentry/Publicity
Philosophy of Promotion
People want information. People want entertainment.
Use media and just about any other means to promote your organization or client.
Stage an event / make a wild claim to get media and public attention.
Hype is necessary. Truth is secondary.
Influence the attitudes and opinions of the public by whatever means necessary.
PT Barnum:Comedy of the harmless deceiver and the willingly deceived.
Press Agentry/Publicity = Promotion
P.T. Barnum=Dennis Rodman?
2nd Model: Public Information
Ivy Lee and others….
Philosophy of Public Information
Tell the truth.
Organizations to communicate, not hide.
Use the press release to communicate and inform.
One-way communication--
Tell your story with a press release or newspaper article.
Newspaper prints or TV news tapes story.
Public reads or sees story.
Public absorbs the information the organization sent out.
One-way communication--
CSUSB press release: Professor Saves Dogs
Stories printed in “The Sun” and “LA Times”
Public reads stories.
Public focuses on CSUSB and one of its professors.
Problem with 1st two models:
The organization (pr person) thinks the public
has been hit with the message
and will absorb it.
But the public can react by avoiding or
ignoring the message.
Problem showed need for new model.
Enter Edward Bernays--
Research the audience.
Use: Surveys, Questionnaires, and Polls
Find Out:Demographics (age, sex, income, education, ethnicity, etc.)Psychographics (values, attitudes, lifestyle information)
Create a message:For a specific audience with a message so the audience will respond.
3rd Model: Two-way asymmetric
Wants to have a good reputation with its customers.
So the company learns about its customers by researching
- satisfaction cards the customers fill out at the restaurant- E-mails customers send to the company through its web site- letters the company gets from its customers- the demographic and lifestyle characteristics of the people who come to the restaurant
3rd Model: Two-way asymmetric
Research Suggests:Children ages 5-12 = main customers.Children get their parents to come to McDonalds.
As a result of the research:McDonalds creates a web page with a section for kids.http://www.ronald.com/
The end result for McDonalds:Kids like McDonalds.Kids and their parents come to McDonalds.
Good Public Relations – Primarily Persuasion
What does McDonalds want to accomplish with this web page?
Audience has many choices.
Audience hears/sees many messages.
Audience is active, not passive.
Research does not ensure audience response and loyalty.
But it’s not that simple.
A better way to ensure audience response and loyalty is 4th Model.
Two-way Symmetric
THEN, adapt the organization’s goals, practices, products to
the expectations and needs of specific publics.
Create a dialogue. Talk with the organization’s publics. Find out what they want.
McDonalds changes
cooking oil used to make French fries.
Customers are loyal because
McDonalds listened…Or not…
McDonalds’ customers tell them they are
concerned about Trans
Fatty Acids in the oil M uses
for French fries. Excellent Public Relations
Understanding, not Persuasion
Two-Way Symmetric Model
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