Step 3: PR Communication

R.A.C.E Basics

R: Research

A: Action or Planning

C: Communication

E: Evaluation or Measurement

C: Communication

Communication deals with crafting a message and making the message appealing to specific publics.

It’s A Process

• Means by which objectives are achieved

• Include strategies and tactics

OLD Communication vs. NEW

Secure positive press vs. effective media for the message

5 Key Objectives of Communication

1. Exposure

2. Dissemination

3. Acceptance

4. Attitude adjustment

5. Behavior change

Controlled vs. Uncontrolled

Is your message passing through gatekeepers?

Does your message retain original tone or theme?

>2. Dissemination

Make sure the audience receives the message

>3. Acceptance

dissemination

publication

absorption

action

Communicator

Inform

&

persuade

Entertained

&

alerted

Audience

Active or Passive

Short, to the point, informativeFun,flashy,entertainment

Message Comprehension

• Avoid jargon• Use symbols• Create a slogan• Use simple words

• Avoid hype words, clichés, euphemisms, doublespeak

• Use politically correct language

Message Credibility

“Actions speak louder than words.”

REPEAT, repeat, REPEAT, repeat, REPEAT

>4 Change in AttitudeRates of Adoption:

- Innovators

- Early Adopter

- Early Majority

- Late Majority

- Laggards

CreditsAndrea Genevieve Michnik

Intro to PR

St. Edwards University- Spring 2011

E-mail: andream@st.edwards.edu

@AndreaGenevieve

All photos protected under Flickr Creative Commons