ADPR 3850 1st Edition Lecture 13 Outline of Previous Lecture I The Eight Elements continued a Strategy Tactics b Calendar and Time Table c Budget d Evaluation Outline of Current Lecture I Communication a Grunig s Phases of Communication Current Lecture Communication Communication execution part of the process We went from research to planning to communication and then evaluation of the execution This is the process by which objectives are actually achieved Tactics are developed and implemented Goals of PR Communication Message exposure intended audience exposed to message in the intended form Accurate dissemination basic message remains intact as sent through various media and it reaches the correct publics Acceptance of the message audience pays attention retains and accepts the message It s one thing for me to see the message and another for me to really implement the message The attitude change shifting in attitudes in direction of message Behavior change make donation purchase service The most difficult of all because someone might be aware of the message but it takes more work to actually change a physical behavior 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 Grunig s Phases Of Communication 1 Making sure the audience sees the message Public Media It is used to build awareness and credibility One way dialogue with low audience engagement like billboards high reach and cheap Audience isn t highly engaged and perhaps doesn t care These are often times paid advertisements and product placements in traditional media like TV newspapers magazines radio etc Out of home media billboards posters movie trailers Controlled Media Used to promote and provide greater details It is a one way form characterized by a smaller reach Not the mass reach Like a brochure or news letter Typically not quite as mass in appeal Examples of this brochures newsletters direct mail exhibits or displays annual reports etc like brochures at hotels at the beach One is interested in the activities going on at the beach because they are there Interactive Media Used to respond to queries engage audiences and exchange information Typically a two way form of communication Moving away from one way form High levels of audience engagement Moderate levels of reach and moderate costs Examples email blogs wikis websites social media electronic kiosks webinars etc Events Motivate participants and reinforce existing attitudes Can be a two way form of communication with moderate audience engagement low reach and moderate costs Meetings conferences contests presentations trade shows contests demonstrations rallies etc One on one most personal form to obtain commitments negotiate and solve problems two way communication with high audience engagement low reach and high costs Examples Personal visits lobbying phone calls other face to face interactions 2 Making the audience pay attention to the message Theoretical perspectives media uses and gratification One of the few that turns the central questions What do people want from media rather than What does media to to impact people for example the communicator often wishes to inform and more than likely to persuade The receiver may want to be informed but much of the time just wants to be entertained Different audiences Passive audiences May only pay attention because they seek a diversion or a distraction May require stylish and creative messages to garner their attention Active audiences These are already engaged and listening to the message so more detail based tactics will work best 83 of learning is accomplished through sight and 11 through hearing Other things to garner attention Present a need early on within the message like what can the audience do to help solve audience attention is typically high at the start of a message and wanes from there People pay attention to messages that fit with preexisting values channeling Can use this knowledge to devise appropriate messages for appropriate channels Take advantage of events in the news that may be salient to audiences 3 Making sure the message is understood In the most simple sense the communicator and receiver must speak the same language The communicator must also understand cultural differences educational levels and the role of jargon Check writing for simplicity and clarity Readability formulas flesch measure of avg sentence length and number of one syllable words cloze ease with which reader can read sentence where words are removed Use symbols acronyms easy to remember slogans this can also make for more creative content that will appeal to passive audiences Avoid jargon cliche hype euphemisms examples layoffs as right sizing discriminatory language 4 Making sure the message is believable and credible Source credibility It s an important issue because it focuses on certain demographics Advertisements their motives are different and the goal is to sell versus new articles Importance of Sleeper Effect Sources that we do not initially trust we tend to disassociate the messages from those sources later on While we may initially discount new information as being biased because of the source over time we forget the source and retain the information Message context making sure your message is backed up by your actions Cognitive Dissonance If I m a democrat then I tend to think that what democrats stand for are good things for example We strive for consistency between our attitudes and between our behaviors and we take steps to ensure this is the case FOR EXAMPLE I m a smoker and I hear that is bad for me The dissonance attitude I want to smoke is not matching the behavior I can t stop smoking Change my behavior quit smoking could be hard because I ve been smoking for years Justify the behavior by modifying the health argument I don t smoke as much as other people do Justify the behavior by adding new information certainly if i eat healthier and eat a salad tonight I will balance out my bad habit Ignore the behavior the source probably isn t credible Deny I don t smoke Getting people to believe something is hard Involvement For low involvement groups cues like source attractiveness can enhance credibility while high involvement groups will pay more attention to the actual logic of the message 5 Making the message memorable Repetition Message needs to be heard 3 5 times before it is believed on multiple sources