JOURN 4256 1nd Edition Exam 2 Study Guide Lectures 7 20 Lecture 7 February 19 Setting the Agenda Public opinion and persuasion Public opinion is the collective expression of opinion of many individuals bound into a group Opinion is determined by self interest Press can perpetuate it by looking for sources from both sides Opinion leaders Opinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issues Life cycle of public opinion Define the issue Involve opinion leaders Public awareness Government regulatory involvement Resolutions The flow of opinion Two step flow model Mass media have minimal effect It s actually votes relying on person to person contact with formal and informal opinion leaders Multi step flow model Revision of Two step Starts with opinion makers who take massive amounts of info and share with public Attentive public interested in the issues but want opinion leaders to tell them how to think about them Unattentive public eventually will become interested N step theory Variation of Two step Individuals seldom are influenced by just on opinion leader but interact with various opinion leaders voices around an issue The role of mass media Via mass media public relations practitioners become major players in forming public opinion Theories Agenda Setting Theory Media tells people what is important and what is not Media dependency Media becomes dependent on spokespeople for the tone and content of a story Often occurs in a crisis Framing Two types media framing and audience framing Is a continuous process where behavior attitudes cognition and affected states of individuals are involved in how they interpret issues How PR fits in Use of persuasion Change or neutralize hostile opinions Crystallize latent opinions and positive attitudes Conserve favorable opinions Persuasion techniques Yes yes Start with points where the audience agrees to develop a pattern of yes answers Structured choice Make audience choose between A and B Partial commitment Get audience to commit to something to open the door to other ideas Factors in persuasion Audience analysis Psychographics Source credibility Character Expertise sincerity charisma Three Factors Problems with celebs Appeal to self interest Altruism and the idea of something in return Other factors Clarity of message Timing and context Audience participation Calls to action Persuasion in messages Drama Statistics Surveys and polls Examples Testimonials Endorsements Emotional appeals Limits of persuasion Lack of message penetration Competing messages Self selection Self perception Lecture 8 February 24 Planning for a PR campaign Steps of a PR effort 1 2 3 4 5 6 Research primary secondary SWOT analysis Situation analysis Planning scope of work Implementation Evaluation SWOT analysis Guides you to identify the positives and negatives of a company Strengths Weaknesses Deals only with internal factors Can include resources experiences activities and processes If you struggle to come up with these think about characteristics of the company product service Opportunities and threats Deals only with external factors Includes forces and facts that you don t control Situation analysis Organize thoughts and questions into 4C s Company internal Category external Consumer external and Competition external Budget Divided into categories Staff time personnel people Out of pocket expenses Stuff things Staff and admin takes as much as 70 of budget Out of pocket include collateral materials Lecture 10 March 3 Written tactics for PR Communication Inform Persuade Motivate Effective COMMNICATION Audience what channels How to use channel to get biggest impact Audience process info What changes your audiences perceptions of problem goal What do you want to achieve How does it work Message adoption isn t instantaneous Five stage adoption 1 Aware 2 Evaluation 3 Adaption 4 Interest 5 Trial How do I create a message Improve communication use plain language Takes less time to read understand Avoids confusion and audience Saves time money Improves readers response to messages Avoids creating barriers w audience Flesch Kincaid readability test Indicate comprehension difficulty Avoid jargon Avoid clich Avoid euphemisms Avoid discriminatory language Be memorable repeat repeat repeat Six Principles of story ideas Simplicity Unexpectedness Concreteness Credibility Emotions Stories Types of written PR Created 1906 Ivy Lee Purpose dissemination of info to media Reporters Don t care about helping you Get a lot of releases Don t have time to chat Primary audience What does audience gain Objective release serves TIP CUP Timeliness Impact Prominence Conflict Unusualness Proximity Embargo tell media not to send out until certain date Swiss cheese release tailored leave spaces to personalize and can write a basic release Common in non profits and coalitions Media alerts most common format of media alert media advisory which is short bulleted and may contain one line headline a brief and who what when where and how Lecture 11 3 05 Storytelling Implications the style in which information is communicated can be just as important as the information itself Story arc start establish routine inciting incident obstacle to overcome everything changes tension rises midpoint evertything changes obstacle to overcome tension rises climax denoument Popularity isn t everything Lecture 12 3 10 What is a website A distribution system Major source of info for public journalists Way to market communications Info about your org List of products services Technical support Contact info Tips for a good website Reflects your org Fits with mission goals Is interactive has movement Branded Never more than 3 clicks Clear search clear contact Keep it fresh with new info Evaluate and change as needed Reasons to use social media Exponential reach for low Ability to target more than any other media Fosters participation engagement collaboration and interactive communications Reason social media matters Impacts brand prestige reputation Serves as listening posts Shape public opinion Reveals personal interactions with brands Turns users into brand ambassadors Drives people to the rest of your content Social media content strategy Make your plan Know your content type Decide on frequency Line up your calendar Twitter terms Username or handle Twitter users identify themselves by their username Example CDCgov Retweet If a