Public Relations Theory Basics

Presented by

Brett Atwood

Basic Review

Four elements of communication 1. Sender 2. Message 3. Medium 4. Receiver

Who is your message aimed at? There may be one or multiple publics Who is affected by the actions

Stakeholders

Persuasion vs. Manipulation

What do you think the difference is between persuasion vs. manipulation?

Persuasion

Persuasion is an attempt to influence a person’s actions through an appeal to his/her self-interest

A PR person must be aware of what the audience wants to know

Gained knowledge is “mutually beneficial”

Manipulation

The audience might not need to know the message, but they are coerced or tricked into that knowledge when there is little of no benefit to them

Can result in loss of credibility or negative feelings

How PR works

Get the attention of the audience Stimulate interest in the message Build desire and intent to act on the

message Direct the audience to take action

Dissemination ≠ Communication

Dissemination of a message is not the same as communicating

The receiver might not get the message due to: Technical issues Semantic/fidelity issues Other influences beyond your control

How do you inform?

Attract their attention Get them to accept the message Ensure that it is interpreted correctly Have the message retained/stored

How do you persuade?

In addition informing your audience, you must also get them to accept and change their point of view

Basic Model of Communication Source -> Message -> Channel -> Receiver

Source of the Message

Audience Perceptions are Important Credibility of sender

Higher credibility = greater persuasion Irrelevant characteristics can help

Examples: Attractiveness, Likability, etc. Relatability matters

The Message

Simple messages are more persuasive One-sided messages work if the audience is

already on your side Two-sided messages work if you are courting

a skeptical and/or opposing audience Emotions vs. Logic

Both strategies work in the right context

The Message

Fear is a factor Can work for or against you

Consider age, context, social vs. physical, etc.

Negativity is more memorable than positivity There is often resistance to persuasion

Audiences who perceive manipulation will be more resistant

Group identification reduces the effectiveness of anti-group messages

The Message

Frequency Matters Increased awareness = increased reach To move onto the agenda, increase the frequency To maintain one’s opinion, increase the frequency

The Channel

Broadcast TV is the most persuasive mass medium On average, TV is watched 7+ hours/day TV is intrusive and emotional; can increase

audience attentiveness to messages

The Channel

Print Effective for more complex messages Newspaper readership and reach is declining, but

still impactful for older audiences

The Channel

The Internet and Mobile Media Fast-growing, fast-changing channel that is

particularly impactful for reaching younger audiences

Traditional “gatekeeper” model is joined by social media, bloggers and other user-generated media outlets

The Channel

Interpersonal Intrusive and allows for interaction Reach is weaker (one-on-one vs. one-to-many)

The Receiver

Personal Relevance/Involvement is Key Peer Group Influences are Significant Opinion Leaders Highly Influential within

Select Groups

Media Theory

Does the media have an effect on viewers and listeners?

There are several theories that support the extremes and the middle on this Yes, it impacts us No, it does not Yes and No... somewhere in between

Hypodermic Needle Theory

One of the earliest theories held that mass media was highly influential

The media could “shoot” beliefs into people’s minds as a doctor shoots a hypodermic needle into a patient

Examples: WWI propaganda, “War of the Worlds” radio broadcast

This theory is no longer widely held

Two-Step Flow Theory

Media messages observed, analyzed, interpreted and passed on by opinion leaders

The mass public gets information via these tastemakers Opinions are formed Perceptions are created Knowledge is gained (or repressed)

Opinion Leaders Opinion leaders serve as a powerful conduit in the flow of

information Opinion leaders may have more direct access to the media

and/or a better media literacy than the masses They have credibility with individuals that the mass media may

lack Political candidates Celebrities Community or religious leaders Teachers “Media analysts” Journalists

Example Scenario

Paris Hilton has a specific brand of mobile phone

She is shown in public using it

To some of the public, this communicates that the item is “hip”

Example

Many of us know an “early adopter” who is always the first on the block to own the coolest technology gadget This person serves as an “expert” that we may

directly or indirectly learn from

Limited-Effects Theory

Media often does not have a direct effect on subjects and decision making

However, it is just one of many influences, including: Opinion leaders One’s prior held beliefs Influence of family, friends, peers

Decision-making Process

Exists on a continuum Depends on:

The information itself Personal psyche or disposition

Decision-making Process

Some key factors: Socio-economic status (class)

Religion

Gender

Intra-familial status

Moderate-Effects Theory

A “middle ground” Recognizes that media is not all-powerful in

its influence However, under certain circumstances it can

have a very strong effect

Powerful-Effects Theory

Media has the potential for a huge influence on the audience

Influence increases if: Audience has little or no opinion on a subject Subject is non-ego threatening Audience has no direct experience with the

subject

Framing

“Framing” is the shaping of views and discussions through selective choice of facts, themes and words

Sender makes the selection PR has a huge influence in “framing” how the

media will discuss a product, person, development or ideology

“Framing” creates the context in which the discussion occurs

Examples

A tech company makes a “comeback” with the introduction of a new product following a less successful product

The war on Iraq is a “war on terrorism” A movie’s success is discussed in terms of

opening weekend box-office numbers Katie Couric’s new anchor role at CBS is

discussed in the context of her gender

Agenda Setting

The pattern of news coverage of a particular topic helps to determine what the public perceives as important

In other words, the media sets the agenda Through Emphasis or even Omission Through Repetition and Prominence of Coverage

Perceptions of Reality

Does what we see on TV impact our view of reality?

For many people, the TV serves as a key way we learn about the world Particularly, when it exposes us to things or

places that we might not normally encounter in “real life”

Uses and Gratification Theory

Communication process is interactive It is a selective process

People consume the media (and absorb messages embedded within it) for a reason

It meets their needs Entertainment Information

Cognitive Dissonance

A message will not be believed if it is contrary to the predispositions of the receiver

To combat this, a PR writer must introduce new information that says it is OK to change This may take the form of a credible

spokesperson

Power of the Media: TV vs. “Reality”

What happens when TV’s portrayal is wrong Do we learn incorrect information or do we

know better? Example:

“Summer of the Shark” coverage Violent crime coverage

Cultivation Theory

The more that a person is exposed to media, the more likely that person’s construction of social reality will be more like that in the media and less like reality

Racial, Ethnic, and Sex-Role Stereotypes

Are we really seeing accurate portrayals of race, ethnicity, and sex roles in the media?

Example: Women in Media

Men outnumber women 2 to 1 in starring roles, yet women make up 51% of the population

When women are featured, they are usually in subservient or younger roles

Diffusion and Adoption

Five steps to acquiring new ideas 1. Awareness 2. Interest 3. Trial 4. Evaluation 5. Adoption

Diffusion and Adoption

In PR, the first two stages (awareness and interest) are most relevant

What causes change?

Adoption may be due to several factors: Is the idea better? Does it fit into my existing paradigm? Do I understand it? Can I safely try it out? How observable is it?

Application of Theory

As a PR professional, your goal is to persuade Persuasion is easier if the audience has an

interest in the topic and is predisposed to accept it Active audiences are already aware of the

product and have an interest in it Passive audiences must be lured into accepting

your message An inactive public has less interest in the topic

and, thus, will be even more difficult to persuade

M-A-O Model

Use the M-A-O model to lure a passive audience into action Motivation Ability Opportunity

Motivation

You must motivate the audience to become aware that your message even exists

Can be done with various tactics: Design and style of message Unique form of delivery Reliance of credible tastemakers Bribe the audience

Ability

Enable easier understanding of the message (once the public is aware of it)

Can be achieved various ways: Simplify the message Relate the message to what they already know

Opportunity

Structure the message for optimal processing Repetition Create an environment where message is most

likely to be heard Keep it interesting

Example: M-A-O Model

Progressive Direct car insurance campaign

Many consumers do not “shop around” for car insurance

They stick with their existing insurance…even if there is a price advantage to shopping around

EXAMPLE Progressive has a campaign to motivate would-be

consumers to think about their rates so that they may build awareness of their service

They “bribe” people with free airline miles to request a quote

Then, the consumer is exposed to the information and interest is generated due to the anticipated reward

Once the consumer gets the quote, it is hoped that they will take action on their knowledge of the competitive rate