PUBLIC RELATIONS PRACTICE

2014 Week 5

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DR KANE HOPKINS

12Evaluation

Communication

3 Assignment 1

Last week we talked about:The four essential steps of effective public relations1. Research: the information required to understand the

needs of publics and to develop messages2. Planning: the central function of management; the

process of setting goals and objectives and determining the ways to meet them

Last week we talked about:The four essential steps of effective public relations1. Research: the information required to understand the

needs of publics and to develop messages2. Planning: the central function of management; the

process of setting goals and objectives and determining the ways to meet them

3. Communication: the message strategy — making a message more appealing and persuasive to an audience

4. Measurement: techniques that provide a means to assess the effectiveness of public relations activities

To be an effective communicator you must understand three factors…1. WHAT constitutes communication and how

people receive messages !2. HOW people process information and change

their perceptions !3. WHICH kinds of media and communication

tools are the most appropriate for a particular message

STUPID  PEOPLE

STUPID  PEOPLE

The goals of communication• Inform • Persuade • Motivate • Achieve mutual understanding

The goals of communication• Inform • Persuade • Motivate • Achieve mutual understanding

One way Two way

Symmetric Public information Two-way symmetric

Asymmetric Press agentry Two-way asymmetric

Direction of communication

Goa

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Adapted from Grunig and Grunig (1989)

1. Message exposure: public relations people provide materials to the mass media and disseminate other messages through controlled media. Intended audience are exposed to the message in various forms

2. Accurate dissemination of the message: the basic information, often filtered by gate keepers, remains intact as it transmitted through various media

Considering messages

Considering messages3. Acceptance of the message: based on its view

of reality, the audience not only retains the message, but also accepts it as valid

4. Attitude change: the audience not only believes the message, but also makes a verbal or mental commitment to change behaviour as a result of the message

5. Change in overt behaviour: members of the audience actually change their current behaviour or purchase the product and use it

Proactive communication• Initiated by the organisation • They are implemented according to the planning of the

organisation, rather than because of a need to respond to outside pressure and expectations from publics

• Proactive action strategies include: • the enhancement of organisational performance • audience participation • special events • development of alliances and coalitions • sponsorships

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