PUBLIC RELATIONS PRACTICE

2014
Week 5 DR KANE HOPKINS

1 3

Communication

Evaluation

Assignment 1

Last week we talked about:

The four essential steps of effective public relations
1. Research: the information required to understand the needs of publics and to develop messages 2. 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 relations
1. Research: the information required to understand the needs of publics and to develop messages 2. 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

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The goals of communication

Inform Persuade Motivate Achieve mutual understanding

The goals of communication

Inform Persuade Motivate Achieve mutual understanding

Direction of communication
One way Two way

Goals of communication

Symmetric

Public information Two-way symmetric Two-way asymmetric

Asymmetric Press agentry

Adapted from Grunig and Grunig (1989)

Considering messages
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 ltered by gate keepers, remains intact as it transmitted through various media

Considering messages
3. 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

EVALUATION NEXT WEEK