PUBLIC

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Please:1.Grab your paper

off of the front table.

2.Choose a slip of paper with your current event presentation date on it.

WRITING ASSIGNMENT FEEDBACKBe mindful of paragraphsBe mindful of run on sentencesReread your work for missing or incorrect words

Think about strong word choices (ex: “get there” versus “arrived”)

TODAY’S CLASS…

• The message

• Public opinion

• How do we change public opinion?

POP QUIZ

“Public relations is a ______________ communication process that builds ______________ between organizations and their publics.”

POP QUIZ

What are the two roles of public relations managers within an

organization?

POP QUIZ

In the OLD rules of PR, the __________ was the audience.

POP QUIZ

In the NEW rules of PR, the __________ is the audience.

POP QUIZ

What is the difference between a press release an an op-ed?

KEY MESSAGES

Our goal as PR professionals is to create a key message and then communicate that message to our publics.

Can communicate using:

• Speeches

• Newspapers

• Radio

• Television

• News releases

• Press conferences

• Broadcast reports

• Face-to-face meetings/events

YOUR METHOD OF COMMUNICATION…

is called your marketing or media mix.

HOW THE MESSAGE IS COMMUNICATED: 3 COMPETING THEORIES1. The content is the message. The meaning of an

article or intent of a speech- what is communicated- is the most important consideration.

2. The medium is the message. How the message is delivered is the most important consideration. For example, TMZ versus CNN reporting.

3. The person is the message. The speaker who delivers the message is the most important consideration.

ALL ABOUT THE PERSON

Charisma, nonverbal cues, confidence, wit and general presence are important.

ONCE A MESSAGE IS DELIVERED…

• It may change attitudes.

• It may solidify attitudes.

• It may create a wedge of doubt.

• It may do nothing.

ATTITUDES, OPINIONS AND ACTIONS

Attitudes

• General feeling about a topic

Opinions

• Expression of a solidified attitude

Actions

• When opinions become strong enough, they lead to verbal or behavioral actions

WHAT CHARACTERISTICS INFLUENCE YOUR ATTITUDES?• Personal

• Cultural

• Educational

• Familial

• Religious

• Social class

• Race

CHANGING ATTITUDES CAN BE DIFFICULT

Cognitive Dissonance• You have an opinion.• You ignore/avoid information that

disagrees with your opinion.• You seek out information that

supports your opinion.

SOCIAL JUDGMENT THEORY

• You have an attitude.

• You have a range of opinions tied to that attitude.

• When presented with a message, you accept or reject it based on where it falls on your latitude of acceptance.

MASLOW’S HIERARCHY OF NEEDS

Shows us what motivates people.

GET WITH YOUR AGENCY

What attitudes and opinions are currently held by your publics?

What can you tell them to help change their opinion?

Note: We haven’t defined the specific objective for the project, but the generalized goal is to improve the perception of the student life department on Georgetown’s campus.