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Norsk Hotellhøyskole. Communication Models PR Management PR Strategy 20.02.2001. Basic Communications Model. Source. Message. Medium. Receiver. Feedback. Communications Fundamentals. Communicator Message Audience Networks Internal and external Formal and informal
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Norsk Hotellhøyskole Communication Models PR Management PR Strategy 20.02.2001
Basic Communications Model Source Message Medium Receiver Feedback
Communications Fundamentals • Communicator • Message • Audience • Networks • Internal and external • Formal and informal • Upward/downward & horizontal
Effective Communications • Designed for: • Situation, time, place and audience • Specific messages • Specific audiences • Specific results
Diffusion Process • Awareness - learns about product/service • Interest - gets more information • Evaluation - tries it out mentally • Trials - uses or tries a little • Adoption - uses it and continues to use it
Objectives • Impact • informational • attitudinal • behavioral • Output • distribution to uncontrolled media • distribution to controlled media
Credibility Context Content Clarity Continuity and consistency Channels Capability of audience 7 C’s of Communication
Four Models of Public Relations • Press Agent/Publicity Model • Public-Information Model • Two-Way Asymmetric Model • Two-Way Symmetric Model
Press Agentry/Publicity Model • Purpose: Propaganda • Communications: 1-Way, Complete Truth NOT Important • Model: Source Receiver • Research: Little • Example: • Used Today: Athletic events, Theatre, Product Promotion • Percent: 15%
Public Information Model • Purpose: Spread Information • Communications: 1-Way, Complete Truth IS Important • Model: Source Receiver • Research: Little • Example: • Used Today: Governments, Business and Non-Profits • Percent: 50%
Two-Way Asymmetric Model • Purpose: Scientific Persuasion • Communications: 2-Way, Unbalanced Effects • Model: Source Receiver Feedback • Research: Formative; Evaluate Attitudes • Example: • Used Today: Competitive Businesses, Agencies • Percent: 20%
Two-Way Symmetric Model • Purpose: Mutual Understanding • Communications: 2-Way, Balanced Efforts • Model: Group Group Feedback • Research: Formative: Evaluate Understanding • Example: • Used Today: Regulated Businesses, PR Agencies, Associations • Percent: 20%
Coorientational Model Issue Organization’s Definition and Evaluation of Issue Public A’s Definition and Evaluation of Issue Agreement Understanding Congruency Accuracy Congruency Organization’s Perception of Public A’s Views Public A’s Perception of Organization’s Views
PR Roles • Communication technician • Communications manager - Expert prescriber- Communication facilitator- Problem-solving process facilitator • Media Relations • Communications Liaison
Organizational Environments and Roles Low Threat High Threat Problem-Solving Process Facilitator Little Change Much Change Communication Technician Communication Facilitator Expert Prescriber
Craft Public Relations (Technicians) Propaganda Journalism Press Agentry Model Public Information Model Professional Public Relations Symmetrical Asymmetrical 2-Way Asymmetrical Model 2-Way Symmetrical Model
How Roles Contribute to PR Department and Organizational Goals • Closed Systems Management Approach • Press Agentry/Publicity • Public Information Models • Open Systems Management Approach • Two-Way Asymmetric • Two-Way Symmetric Models
Key Concepts in Strategic Process • Strategic thinking • Strategic planning • Goals • Objectives • Strategy
Key Elements of Strategic Processes • Environmental Scanning • Concrete system yielding reports in understood language • Stakeholder Management • Concrete method for identifying stakeholders • Team mapping of assumptions • Issues Management • Existence of policy plan with philosophy, goals, tactics to support strategic plan
Strategic Planning in PR • Defining the problem • Planning and programming • Taking action and communicating • Evaluating the program
A Public Relations Process: ROPE • Research - clients, problem, publics • Objectives - impact, output • Programming - theme, action, media, communication • Evaluation - impact, output
Research • Client - organization, products, services • Problem - why; proactive vs reactive • Publics/audience - identification, targeting
Publics - Stakeholders • Primary - relate to on an active and continuous basis • Secondary - relate to on a fairly continuous basis • Tertiary - occasional contact
Media Employee Member Community Government Investor Consumer Special Major Publics
Objectives • Impact • informational • attitudinal • behavioral • Output • distribution to uncontrolled media • distribution to controlled media
Programming • Statement of theme and/or messages to be communicated • Action or event around theme or messages • Plan media use - controlled, uncontrolled • Effectively communicating program
source credibility message: salient information message: effective nonverbal clues message: effective verbal clues channel and feedback: 2-way communication receivers: opinion leaders receivers: group influence receivers: selective exposure feedback: audience participation Effective Communication
Evaluation • Monitoring and assessment of: • impact objectives • output objectives
4-Step PR Process (Cutlip, et al.) • Define PR Opportunites or Problem • Planning & Programming • Taking Action & Communicating • Evaluating the Program
The Problem or Opportunity Background Causes Precedents Allies Opponents Neutrals Program goals Situation Analysis Internal Factors External Factors 1. Defining Opportunities/Problems -- What’s Happening Now?
Strategic Analysis Objectives Alternatives Risk-benefits Consequences Decision Tactics Significant Publics (Stakeholders) Public #1 Public #2 Public #3 Public #4 2. Planning & Programming -- What should we do and say, and why?
Program objectives for each public Vehicles, media Talent Costs Approvals Commitment Support Participation 2. Planning & Programming
3. Taking Action and Communicating -- How and when do we do and say it? • Action Program Strategies • Communication Program Strategies • Message -- content, timing, repetition, follow-up • Media -- behavioral changes • Program Implementation Plans • Assignment of responsibilities • Schedule • Budget
4. Evaluating the Program -- How did we do? • Results -- yardsticks • Conclusions • Revision • Renewal • Termination • Feedback