Norsk Hotellhyskole Communication Models PR Management PR Strategy

Norsk Hotellhøyskole Communication Models PR Management PR Strategy 20. 02. 2001 Peggy Simcic Brønn 1

Basic Communications Model Source Message Medium Receiver Feedback Peggy Simcic Brønn 2

Communications Fundamentals Communicator l Message l Audience l » Networks – Internal and external – Formal and informal – Upward/downward & horizontal Peggy Simcic Brønn 3

Effective Communications l Designed for: » Situation, time, place and audience Specific messages l Specific audiences l Specific results l Peggy Simcic Brønn 4

Diffusion Process Awareness - learns about product/service l Interest - gets more information l Evaluation - tries it out mentally l Trials - uses or tries a little l Adoption - uses it and continues to use it l Peggy Simcic Brønn 5

Objectives l Impact – informational – attitudinal – behavioral l Output – distribution to uncontrolled media – distribution to controlled media Peggy Simcic Brønn 6

7 C’s of Communication l l Credibility Context Content Clarity Peggy Simcic Brønn l l l Continuity and consistency Channels Capability of audience 7

Four Models of Public Relations Press Agent/Publicity Model l Public-Information Model l Two-Way Asymmetric Model l Two-Way Symmetric Model l Peggy Simcic Brønn 8

Press Agentry/Publicity Model l l l Purpose: Propaganda Communications: 1 -Way, Complete Truth NOT Important Model: Source Receiver Research: Little Example: Used Today: Athletic events, Theatre, Product Promotion Percent: 15% Peggy Simcic Brønn 9

Public Information Model l l l Purpose: Spread Information Communications: 1 -Way, Complete Truth IS Important Model: Source Receiver Research: Little Example: Used Today: Governments, Business and Non-Profits Percent: 50% Peggy Simcic Brønn 10

Two-Way Asymmetric Model l l l Purpose: Scientific Persuasion Communications: 2 -Way, Unbalanced Effects Model: Source Receiver Feedback Research: Formative; Evaluate Attitudes Example: Used Today: Competitive Businesses, Agencies Percent: 20% Peggy Simcic Brønn 11

Two-Way Symmetric Model l l l Purpose: Mutual Understanding Communications: 2 -Way, Balanced Efforts Model: Group Feedback Research: Formative: Evaluate Understanding Example: Used Today: Regulated Businesses, PR Agencies, Associations Percent: 20% Peggy Simcic Brønn 12

Coorientational Model Issue Organization’s Definition and Evaluation of Issue Congruency Organization’s Perception of Public A’s Views Peggy Simcic Brønn Agreement Understanding Accuracy Public A’s Definition and Evaluation of Issue Congruency Public A’s Perception of Organization’s Views 13

PR Roles l Communication technician l Communications manager - Expert prescriber - Communication facilitator - Problem-solving process facilitator l Media Relations l Communications Liaison Peggy Simcic Brønn 14

Organizational Environments and Roles Little Change Much Change Peggy Simcic Brønn Low Threat High Threat Communication Technician Problem-Solving Process Facilitator Communication Facilitator Expert Prescriber 15

Craft Public Relations (Technicians) Propaganda Journalism Press Agentry Model Public Information Model Professional Public Relations Asymmetrical 2 -Way Asymmetrical Model Symmetrical 2 -Way Symmetrical Model

How Roles Contribute to PR Department and Organizational Goals l Closed Systems Management Approach » Press Agentry/Publicity » Public Information Models l Open Systems Management Approach » Two-Way Asymmetric » Two-Way Symmetric Models Peggy Simcic Brønn 17

Key Concepts in Strategic Process Strategic thinking l Strategic planning l Goals l Objectives l Strategy l Peggy Simcic Brønn 18

Key Elements of Strategic Processes l Environmental Scanning » Concrete system yielding reports in understood language l Stakeholder Management » Concrete method for identifying stakeholders » Team mapping of assumptions l Issues Management » Existence of policy plan with philosophy, goals, tactics to support strategic plan Peggy Simcic Brønn 19

Strategic Planning in PR Defining the problem l Planning and programming l Taking action and communicating l Evaluating the program l Peggy Simcic Brønn 20

A Public Relations Process: ROPE Research - clients, problem, publics l Objectives - impact, output l Programming - theme, action, media, communication l Evaluation - impact, output l Peggy Simcic Brønn 21

Research l Client - organization, products, services l Problem - why; proactive vs reactive l Publics/audience - identification, targeting Peggy Simcic Brønn 22

Publics - Stakeholders Primary - relate to on an active and continuous basis l Secondary - relate to on a fairly continuous basis l Tertiary - occasional contact l Peggy Simcic Brønn 23

Major Publics Media l Employee l Member l Community l Peggy Simcic Brønn Government l Investor l Consumer l Special l 24

Objectives l Impact – informational – attitudinal – behavioral l Output – distribution to uncontrolled media – distribution to controlled media Peggy Simcic Brønn 25

Programming Statement of theme and/or messages to be communicated l Action or event around theme or messages l Plan media use - controlled, uncontrolled l Effectively communicating program l Peggy Simcic Brønn 26

Effective Communication l l l source credibility message: salient information message: effective nonverbal clues message: effective verbal clues channel and feedback: 2 -way communication Peggy Simcic Brønn l l receivers: opinion leaders receivers: group influence receivers: selective exposure feedback: audience participation 27

Evaluation l Monitoring and assessment of: – impact objectives – output objectives Peggy Simcic Brønn 28

4 -Step PR Process (Cutlip, et al. ) l Define PR Opportunites or Problem l Planning & Programming l Taking Action & Communicating l Evaluating the Program Peggy Simcic Brønn 29

1. Defining Opportunities/Problems -What’s Happening Now? l The Problem or Opportunity » Background » Causes » Precedents » Allies » Opponents » Neutrals » Program goals Peggy Simcic Brønn l Situation Analysis » Internal Factors » External Factors 30

2. Planning & Programming -- What should we do and say, and why? l Strategic Analysis » Objectives » Alternatives » Risk-benefits » Consequences » Decision » Tactics Peggy Simcic Brønn l Significant Publics (Stakeholders) » Public #1 » Public #2 » Public #3 » Public #4 31

2. Planning & Programming l Program objectives for each public » Vehicles, media » Talent Peggy Simcic Brønn Costs l Approvals l » Commitment » Support » Participation 32

3. Taking Action and Communicating -- How and when do we do and say it? Action Program Strategies l Communication Program Strategies l » Message -- content, timing, repetition, follow-up » Media -- behavioral changes l Program Implementation Plans » Assignment of responsibilities » Schedule » Budget Peggy Simcic Brønn 33

4. Evaluating the Program -- How did we do? Results -- yardsticks l Conclusions l » Revision » Renewal » Termination l Peggy Simcic Brønn Feedback 34