PR 3310 Principles of Public Relations Tuesday 61609

PR 3310 Principles of Public Relations Tuesday, 6/16/09

Class Objectives n Presentations: S. Campus and K. Black n Lecture n Ch. 9, Public opinion n Homework assignments n Presentations tomorrow: C. Gallagher and A. Fanning n Read chapter 9 in book, not covering theories n Paper 2 due on Thursday 6/18 at 12: 05 pm

What’s in the news today n The Indonesian government is sponsoring a national campaign promoting honesty (country is widely known to be corrupt in many ways) n http: //www. nytimes. com/2009/06/16/w orld/asia/16 indo. html n Opening up “cashier free” honesty cashier-free “honesty cafes” (7000 so far), in schools and gov’t offices n The attorney general’s office says the honesty cafes will halt corrupt tendencies among the young and straighten out those known for indulging in corrupt practices n PR aspect: persuade from the bottom up, preventive measure rather than reactive

What’s in the news today n Twitter and Facebook get serious for the opposition group in Iran, a case of cyber activism n http: //www. nytimes. com/2009/06/16/world/middleeast/16 media. html? _r=1&hp n The Iranian government has blocked texting and cell transmissions, has (today) limited the news coverage, but is having a hard time blocking posts to Twitter and Facebook n Too many ways to originate a post (by cell phone, web site, or specialized applications) n Too many ways to post new content (like a whack-a-mole game) n Can use a proxy/mirror site n PR aspect: a new way for an activist group to assemble protests, speaking events

Public Opinion n Opinions on controversial issues that one can express in public and not isolate themselves n Unless you’re in the Borat/Bruno movie n Public opinion consists of multiple individual opinions n Different groups may agree on a goal but disagree on a method to achieve the goal n Public opinion is that childhood obesity is a problem § Ban Mc. Donald’s from selling Happy Meals § Further restrict items that can be purchased with food stamps

Assumptions with Public Opinion n 1. That an audience is normally passive and tends to follow n Therefore public opinion may be expressed by a small and highly vocal group n 2. That those with no interest in a topic do not contribute to public opinion n 3. That events of unusual magnitude swing public opinion from one extreme to another n Need time away from event to stabilize public opinion n Ex. from book is 9/11

Stages of Public Opinion n 1. Form opinion, define it, take a side n 2. Involvement of leaders (more about this later) n 3. Public awareness grows n 4. Possible Government regulation (passing of laws, re-count of votes…) n 5. Resolution (actions, passage of time to change opinion)

Public Opinion, who is your audience n Look at them in terms of demographics, but psychographics is better (with public opinion) What is their lifestyle and behaviors? n Can we group them under categories? n n Pew reported a groups of people who use technology § Link to 14 item survey: http: //pewinternet. org/Participate/What-Kind-of-Tech. User-Are-You. aspx § Groups, http: //pewinternet. org/Reports/2009/5 -The. Mobile-Difference--Typology. aspx? r=1 n PR should tailor the message for these different groups

Public Opinion n Opinion is determined by self-interest n Opinion is not easily changed n Opinion is not aroused for long periods of time n Again, it’s a collective opinion n Opinion is highly sensitive to events that have an impact n On health of people, safety, security, etc. n Normally public opinion does not anticipate an event, it reacts to it

Opinion Leaders n Informed people that others assume are experts on the topic and can clearly articulate their views n Formal opinion leaders are voted into position or have title (e. g. President, CEO, etc. ) n Informal opinion leaders have clout for some other reason May be role models (sports figures, celebrities) n May have a following and can therefore exert peer pressure on them (Twitter’s suggested users) n

Opinion Leaders n PR publicists attempt to sway opinion leaders just as they do journalists, other media gatekeepers, and the public at large n Journalists will ask opinion leaders what they think (use as a source in their story) n Many consider opinion leaders “visionaries” in their field n Opinion leaders filter information provided by mass media to their followers, who communicate it to their peers n Domino effect n Faberge shampoo… http: //www. youtube. com/watch? v=Tg. Dx WNV 4 w. WY

Mass Media n The dissemination of the opinion leaders’ views spreads fastest through mass media channels n Traditional outlets are radio, tv, newspapers, magazines n New outlet is the Internet n With mass media, you can rapidly communicate with millions of people n Versus 1 -to-1 n Pr publicists are providing content to the mass media; some say up to ½ of the information carried in mass media comes from PR sources n Can include background information on a person, information on a new product, arranging an interview with a local sports hero, providing statistics and numbers about your client

Role of Mass Media n By selecting which types of messages they will report (and what stories to write), they trigger public discussion on issues n They help form an opinion for those with no background n Remember, public opinion consists of those who have opinions, not the disinterested n Goal is to be non-biased in what they are reporting, however… n n n With tv, radio, you hear the tone and/or comments made about a story Newspapers, Internet appear more objective because there is no “voice” Is the source credible?

Persuasion n An activity or process where the communicator tries to change a behavior, belief, or attitude in another person n We assume the receiver has the freedom to choose to not be persuaded n Can be overt or subtle n Verbal or non-verbal n Can come from friends/family, close contact, or distant (opinion leaders)

Persuasion n Hardest to try to change a negative opinion into a positive one n Peer pressure contributes to the challenges of changing the image n Easiest to persuade people who already have some type of self-interest going, and to reinforce a favorable message Is this beneficial to me in some way? n Do I already agree with the message? n

Factors in effective persuasion n n n n Audience analysis Source credibility Appeal to self-interest Clarity of message Timing and context Audience participation Suggestion for action Content and structure Persuasive speaking

Source Credibility n Expertise, sincerity, charisma n Depending upon who the source is, the ranking and amount of these factors will change n Doctor’s = expertise first n Celebrities = charisma first n Using celebrities to endorse n Positive is high-level exposure, reputation (hopefully good) rubs off onto message n Negatives: hard to manage celebrities actions, is very expensive, if celeb has too many endorsements, yours is less effective

Appeal to self-interest n Again, this is why a psychographic breakdown of your target audience is beneficial n I have heard the message and am going to do an action (e. g. donate to a charity), this is because I feel that doing this action will n Improve my self-esteem n Increase the respect (I have for myself or from others) n Increase my wealth n Increase my skill set n Increase my well being (physical and mental)

Ways to persuade with your message n Make sure the message is clear and simple n Helpful to tell the audience exactly what to do n Volunteer at a Boys and Girls Club today n Try to have it received during an appropriate time and within an appropriate context n Tide truck going to Louisiana after Katrina n Create a message that uses statistics, drama/emotional appeals, personal examples

Ways to persuade with your message n Have speakers delivering your message use various tactics (propaganda pg. 238 in book) n n n Humble beginnings (politicians use a lot) Jump on board (join us in supporting…. , every mom wants to know more about…) Testimonials (I’ve tried it and it works!) n Package the message various ways n Transfer/ associate the message with something of high status (a corporation pays to become a sponsor of the Olympics) n Glitter generalities/ associate the message with a favorable abstract idea (freedom, democracy) n Use of rhetoric (words) on the name or what to call the message § Drilling for independence by the Oil industry

Some Technology Terminology n Flash mobs: a large group of people who quickly gather in a public place, perform an unusual action for a brief time, then quickly disperse. Actions include pillow fighting, silent disco dancing, blowing bubbles n Events are organized by social media (Facebook, twitter, myspace) or viral e-mails n Most have been benign in reasons, some political protests n

Viral Videos n Videos that have gained quick popularity through Internet sharing/linking of file (through e-mails, IMming, blogs, other social websites) n Often are political, humorous n Can be PR campaigns… n A PR campaign for a new TV show consisting of a flash mob in a LA store; video on You. Tube is now viral n n http: //www. youtube. com/watch? v=vfx. Cn. Z 4 Dp 3 c&N R=1 http: //www. reuters. com/news/video? video. Id=10612 9&video. Channel=6 n …Or promote/launch a product n Free Hugs campaign video launched the band “Sick Puppies” into stardom n http: //www. youtube. com/watch? v=vr 3 x_RRJdd 4

How do you monitor public opinion? n As with research and getting feedback, you can Make personal visits n Look at what the media is reporting n n Helpful to also look at comments to articles online Pay for a poll, make telephone calls, survey a certain psychographic segment n Hire an advisory committee (of opinion leaders or people who’ve been through unique experiences) n

Video: Coke’s Water Bomb n Video on Coca-cola’s PR “disaster” with Dasani drinking water in Britain n In 2004, a story broke that revealed that the source of the Dasani water was treated tap water, not a natural spring water source n In fact, there was a carcinogenic (a promoter of cancer) in the water after they treated it!