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Communication Models PR Management PR Strategy 20.02.2001

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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Communication Models PR Management PR Strategy 20.02.2001

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  1. Norsk Hotellhøyskole Communication Models PR Management PR Strategy 20.02.2001

  2. Basic Communications Model Source Message Medium Receiver Feedback

  3. Communications Fundamentals • Communicator • Message • Audience • Networks • Internal and external • Formal and informal • Upward/downward & horizontal

  4. Effective Communications • Designed for: • Situation, time, place and audience • Specific messages • Specific audiences • Specific results

  5. 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

  6. Objectives • Impact • informational • attitudinal • behavioral • Output • distribution to uncontrolled media • distribution to controlled media

  7. Credibility Context Content Clarity Continuity and consistency Channels Capability of audience 7 C’s of Communication

  8. Four Models of Public Relations • Press Agent/Publicity Model • Public-Information Model • Two-Way Asymmetric Model • Two-Way Symmetric Model

  9. 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%

  10. 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%

  11. 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%

  12. 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%

  13. 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

  14. PR Roles • Communication technician • Communications manager - Expert prescriber- Communication facilitator- Problem-solving process facilitator • Media Relations • Communications Liaison

  15. Organizational Environments and Roles Low Threat High Threat Problem-Solving Process Facilitator Little Change Much Change Communication Technician Communication Facilitator Expert Prescriber

  16. 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

  17. 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

  18. Key Concepts in Strategic Process • Strategic thinking • Strategic planning • Goals • Objectives • Strategy

  19. 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

  20. Strategic Planning in PR • Defining the problem • Planning and programming • Taking action and communicating • Evaluating the program

  21. A Public Relations Process: ROPE • Research - clients, problem, publics • Objectives - impact, output • Programming - theme, action, media, communication • Evaluation - impact, output

  22. Research • Client - organization, products, services • Problem - why; proactive vs reactive • Publics/audience - identification, targeting

  23. Publics - Stakeholders • Primary - relate to on an active and continuous basis • Secondary - relate to on a fairly continuous basis • Tertiary - occasional contact

  24. Media Employee Member Community Government Investor Consumer Special Major Publics

  25. Objectives • Impact • informational • attitudinal • behavioral • Output • distribution to uncontrolled media • distribution to controlled media

  26. 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

  27. 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

  28. Evaluation • Monitoring and assessment of: • impact objectives • output objectives

  29. 4-Step PR Process (Cutlip, et al.) • Define PR Opportunites or Problem • Planning & Programming • Taking Action & Communicating • Evaluating the Program

  30. 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?

  31. 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?

  32. Program objectives for each public Vehicles, media Talent Costs Approvals Commitment Support Participation 2. Planning & Programming

  33. 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

  34. 4. Evaluating the Program -- How did we do? • Results -- yardsticks • Conclusions • Revision • Renewal • Termination • Feedback

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