ADPR 3850 1nd Edition Lecture 12 Outline of Last Lecture I Identifying audiences Outline of Current Lecture II Continued Identifying Audiences III Crisis Communication Current Lecture CONTINUED Identifying Audiences Based on Gender Lifestyle Religious groups o Are growing in market and political power e g Catholic and evangelical Christian religious groups o Movie studios developing projects in the aftermath of the success of The Passion of the Christ Brought in a ton of money worldwide Combining action film with religion expands audience Identifying audiences based on Ethnicity Key ethnic groups are growing 5 x faster than other segments of the population PR practitioners must be sensitive to the special issues concerns or interest of specific national and ethnic audiences o PR should realize these ethnicities purchasing power Diversity media o The number of options for reaching minority audiences has increased o Research concerning these publics is also growing These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Hispanics o Fastest growing ethnic group in US o Increasingly regular users of social media o Radio and television important media to reach o Text the most of any ethnic group o Growing skepticism among Hispanic audiences when they feel the campaign has simply been translated into Spanish o Must also be prepared to deal with follow up questions in Spanish and to provide backend information in Spanish o A traditionally passionate and loyal demographic group if you can engage them o must realize this is Hispanic public as an aggregate this isn t the population as a whole you cant pick how an individual person will think African Americans o The rise of affluent African Americans is an important aspect of PR Buying power expected to reach 1 1 trillion by 2015 However a group hit especially hard by recession Everyone was them just worse o Associated with urban market More city living as opposed to rural PR tries to take advantage of this o Heaviest TV consumers o Use most voice minutes Increasingly Targeted Communications Contemporary PR has redefined how messages are targeted A public may be college students but our target audience may be a very specific group or group of college students e g fraternity members or even the opinion leaders within that audience Tools for targeting o Nielson o Claritas Enter zip code But we target based on factors outside of demographics too o Psychographics increasingly important to PR o Psychographics classifies people by what they think how they behave and what they think about Ask people what their opinions are Finally we target at the individual level o One on one marketing Facebook Google o Small markets o Examples Mercedes Maybach 400 000 600 000 40 Personal Liaison Managers no point in making a commercial for a car this expensive so they send out these managers to build contacts with people that have the means to buy one of these cars Around 500 sold in 2005 Matching the audience with the media o Print for detail and contemplation o Radio and video for flexibility and specific targets o TV for emotional impact Idea of narrative transformation get emotional investment if following o Online media for customized information of target audience o Social media for reaching diverse audiences in new ways A New Way of Thinking Competition Conflict PR can be defined as the strategic management of competition and conflict o Competition Two or more groups fighting for the same resource o Conflict When groups direct their efforts against each other often through verbal attacks PR as the management of conflict Strategic conflict management o Conflict is inherent in PR process o PR professionals must develop communication strategies to manage the conflict What are some real world examples of conflict management Is conflict always bad for organizations Factors influencing conflict management Stance driven approach in managing conflict and competition External internal variables stance strategy o Variables could be change in economy natural disaster effecting organization THINGS HAPPEN PR FIRM MUST TAKE A STANCE acknowledge that we screwed up or defend or somewhere in between whatever you decide will influence your strategy The Threat Appraisal Model PR professionals monitor for threats assess those threats arrive at a desirable stance for the organization and then begin communications efforts from that stance o Situational demands Nature duration and complexity of the crisis o Resources Time money etc Do you have the time money people plan to deal with the crisis Contingency Theory Contingency factors o A matrix of factors drive the stance The contingency continuum o The stance is dynamic it changes as events unfold o Contingency Continuum o Advocacy Accommodation The Conflict Management Life Cycle Proactive phase Strategic phase Reactive phase Recovery phase Proactive Phase To prevent a conflict from arising or spreading o Environmental scanning reading watching paying attention to matters of interest to organization o Issues tracking A more narrowed version of above o Issues Management change behavior in response to emerging issues o Crisis plan preparing for the worst Strategic Phase Emerging conflict is identified as needing action o Risk communication communicating the risk to vulnerable publics If you know your organization is responsible for chemical spills get the people in danger alerted to minimize the damage o Conflicting positioning strategies how can the organization best position itself in the court of public opinion and in preparing for possible litigation o Crisis management plan planning for crisis communication Reactive Phase Must react when conflict reaches a critical level of impact o Crisis communication putting that planning into effect help victims communicate plans through media o Conflict resolution techniques reduce the conflict and or bring about resolution o Litigation public relations preparing for legal actions Court so company won t get sued Recovery Phase Strategies employed in the aftermath to bolster or repair reputation o Reputation management research based approach to understand and bolster reputation o Image restoration strategies an extreme form of reputation management when damage to an organization is large Risk Communication 5 Variables affecting risk perception o 1 Control or Efficacy how much control do you