PR 3310 Principles of Public Relations Wednesday 61009

PR 3310 Principles of Public Relations Wednesday, 6/10/09

Class Objectives n Presentations: B. Lovera and A. Underwood n Lecture n Communication n How to find data supporting where your audience is n Homework assignment n Presentations tomorrow: M. Moore and L. Floyd n Paper 1 due tomorrow at 12: 05 pm n Midterm on Friday

What’s in the news today? n The “necessity” of owning a smartphone n http: //www. nytimes. com/2009/06/10/technology/10 phone. html? _r=1 &hpw n Unlike cell phones and despite the economic downturn, smartphone sales are predicted to rise 25% this year n n n Still will only account for ¼ of U. S. cell phone shipments Are more expensive than cell phones in terms of hardware and plan costs Trend is called “trading-up trend” (vs. new buyers) n Stats, in 2008, 83% of American adults owned a cell phone. But more than 150 other countries rank higher n PR- what need does the smartphone address that the cell phone doesn’t? n PR – What message is customer saying about the product

The Communications Model n Sender/source (encoder) n Message n Channel/Medium n Receiver (decoder) n Feedback n Noise

To finish up ch. 6, believing the message n Is the source credible? n Is there a sleeper effect working to help or hinder the credibility of the message? n What is the context of the message? n Actions speak louder than words. n What is the audience’s predisposition? n How are they feeling? n What is on their minds? n How involved are they in the story?

Repetition, repetition: Goal is to repeat message n Not everyone is listening or watching n Not on the receiving end at the same time n People probably won’t remember a message the first time they see/experience it n Repetition reminds them of the message (esp. important given all of the noise they’re experiencing) n Repetition helps addressing the issues of audience indifference

What is the adoption process n 5 steps with PR goal of changing behavior and actions in some way Person becomes aware of new product, new message, new idea n Person develops an interest in the message n Person evaluates the idea on the basis of personal needs and feedback from others. n Person tries the product or adopts the idea on a trial basis n Person uses product or idea on regular basis n

E. Rogers’ Diffusions of Innovation Curve n n n Innovators Early Adopters Early Majority Late Majority Laggards n Compared to the Product Life Cycle Curve showing sales of a product

Where is your target audience? n Can use data and do a secondary data analysis from supplied by n n Nielsen and Nielsen Online have reports, http: //enus. nielsen. com/main/insights/consumer_insight and rankings http: //enus. nielsen. com/rankings/insights/rankings/internet , http: //www. nielsenonline. com/resources. jsp? section=btn_filter&nav=5 Pew Research, http: //pewresearch. org/ (look for datasets and at their reports http: //pewsocialtrends. org/pubs/ ) n Can use resources from Google (more later)

Consumer-Generated Media n http: //www. nielsenonline. com/resources. jsp? section=about_cgm&nav=7 n As defined by Neilsen: content created by consumers on blogs, discussion boards, forums, user groups and other social media platforms—is today’s fastest growing online segment for consumer opinions and recommendations, discussion and debate, rumors n Also called Online Consumer Buzz. n Consumers place far more trust in fellow consumers than they do in traditional marketers and advertisers.

Video about responding to a negative message of your brand n Nielson video (6 1/2 minutes) Get Defensive When Tracking Online Buzz Of Your Brand n http: //blog. nielsen. com/nielsenwire/consumer/ get-defensive-when-tracking-online-buzz-ofyour-brand/ n Brand association maps n Consumers talk a lot when there is fear (dialogue)

Brand Association Maps n BAM is from Nielsen (you pay for this service) n Purpose: To listen to what the audience is saying about your brand n a visualization tool to map how consumers naturally think and talk about brands online n How they did it n n Software (probably) analyzes consumer conversations on the Internet and plots the words and phrases that most closely correlate to the subject of study. The closer a word appears to the center of the map, the stronger the association or correlation. Likewise, the proximity of words to each other on the map connects a correlation

Nike BAM n To visually gauge the identity and reputation of your brand… n …By doing a content analysis (count) of blog postings, content on forums and other user generated media

We’ll do a BAM a bit differently n It’ll be a collective mapping from what we all think of the following brand (we’re the audience now) What is their product? n Who is their competition? n What are some related concepts (nouns)? The i. Phone n n What are their brand attributes? n First thing that comes to mind when you think of them/image?

How else might you find out what audience is thinking? n Google trends shows the most popularly searched terms (from around the world) from the beginning of 2004 to now n n http: //www. google. com/trends n Notice the time chart (try chia pet) n Location and language (Try swine flu vs. h 1 n 1) n Notice which type of web page is first to post the news (most say blogs but look at the URL to be sure) Hot Trends highlights searches that experience sudden surges in popularity, and updates that information hourly.

Searching Google Trends n Do a search using keywords and see more n Which countries searched the term the most n What languages were used to search n Timeline of search term above news references n Put in a comma between words to do a comparative search n Between your client’s product (peanut butter) and the problem (salmonella)

Finish up videos n Corporate Social Responsibility n Midway through chapter 16, starting at minute 46, shareholders (6 minutes) n Toxic Sludge n Title 2, chapter 1 - Disney’s perverseness, power, and its unethical portrayal of women, non-Caucasians. (5 ½ minutes) n Title 12, chapter 1 - more on genetically engineered food (6 minutes)