ADPR 3850 1st Edition Lecture 13 Outline of Previous LectureI. The Eight Elements (continued)a. Strategy & Tacticsb. Calendar and Time Tablec. Budgetd. EvaluationOutline of Current Lecture I. Communicationa. Grunig’s Phases of CommunicationCurrent Lecture CommunicationCommunication = 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 Communication1. Making sure the audience sees the messagePublic 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 (likeTV, 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 peoplewant 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 credibleSource 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.-