JOURN 4256 1nd EditionExam # 2 Study Guide Lectures: 7-20Lecture 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 sidesOpinion leaders:-Opinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issuesLife 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 issueThe role of mass media:-Via mass media, public relations practitioners become major players in forming public opinionTheories:Agenda Setting Theory-Media tells people what is important and what is notMedia dependency-Media becomes dependent on spokespeople for the tone and content of a story-Often occurs in a crisisFraming-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 opinionsPersuasion techniques:Yes-yes-Start with points where the audience agrees to develop a pattern of “yes” answersStructured choice-Make audience choose between A and BPartial 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 celebsAppeal 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-perceptionLecture 8 (February 24) Planning for a PR campaign:Steps of a PR effort:1. Research (primary/secondary)2. SWOT analysis3. Situation analysis4. Planning/scope of work5. Implementation6. 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/serviceOpportunities and threats-Deals only with external factors-Includes forces and facts that you don’t controlSituation analysis:Organize thoughts and questions into 4C’sCompany (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 materialsLecture 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 instantaneousFive stage adoption:1. Aware2. Evaluation3. Adaption4. Interest5. 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/audienceFlesch-Kincaid readability test-Indicate comprehension difficulty-Avoid jargon-Avoid cliché-Avoid euphemisms-Avoid discriminatory language-Be memorable, repeat repeat, repeatSix Principles of story ideas:-Simplicity-Unexpectedness-Concreteness-Credibility-Emotions-StoriesTypes of written PR-Created 1906- Ivy Lee-Purpose: dissemination of info to mediaReporters:-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 servesTIP CUP- Timeliness Impact Prominence Conflict Unusualness Proximity Embargo- tell media not to send out until certain dateSwiss cheese release- tailored, leave spaces to personalize and can write a basic release-Common in non-profits and coalitionsMedia alerts- most common format of media alert: media advisory, which is short, bulleted, andmay 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 infoTips 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 neededReasons to use social media-Exponential reach for low $$-Ability to target more than any other media -Fosters participation, engagement, collaboration, and interactive communicationsReason 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 contentSocial media content strategy:-Make your plan-Know your content