PBRL 270 1st Edition Lecture 11Outline of Last Lecture I. Strategic Public Relationsa. Strategic planningb. Action planningII. Writing a program plan (8 steps)III. Goals of Situation AnalysisIV. Evaluationa. Why is it so important?b. What can be evaluated?c. Outputs vs. OutcomesOutline of Current Lecture I. Communication Theorya. The goals of communicationb. PR communicationc. Purpose of communication campaignsII. Essential Components of Message Strategya. Communication is a receiver phenomenonIII. 7 C’s of communicationCurrent LectureI. Communication Theory- Who says what to whom through which channels with what effect- The art of transmitting information ideas and attitudes from one person to another- True communication only occurs when the audience receives the message exactly as the sender intended ita. The goals of communication- Inform- Persuade- Motivate- Achieve mutual understandingb. PR communicationThese 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.- Excellent communicators know how to design messages and selectappropriate media to communicate messages to groups who affect the organization’s growth, profit and survivalc. Purpose of communication campaigns- Message exposure (create awareness)- Accurate dissemination of the message- Audience acceptance of the message- Attitude change- Actions and behaviorsII. Essential components of message strategy- Know exactly what you need to accomplish (goals & objectives)- Appeal to the self-interests of those you need to motivate (key audience who canhelp us)- Create symbols to which the public is ready to respond- Speak in the language of the audiencea. Communication is a receiver phenomenon- Realign communication to look at it the way the audience sees it; two-way symmetrical communication- Understanding us the principal objective of public relations, ratherthan persuasionIII. 6 C’s of communication- Credibility – confidence you have in source, how you’re perceived- Context – make sure your message is in sync with the receiver’s realities- Content – make sure meaning and relevance are compatible with audience’s values- Consistency – make sure your key message is being repeated- Channels – means of communication- Capability of audience – existing attitude and prior