Public Relations Theory PRSA Detroit Chapter APR Accreditation

Public Relations Theory PRSA – Detroit Chapter APR Accreditation Prep Lolita Cummings Carson, APR

Agenda Setting Theory Media, Public & Policy Makers (each has an agenda) Agenda – a set of issues that are communicated Multi-directional (any party can begin the process) Flint Water Crisis

Agenda Setting Theory

Diffusion Theory Dove Campaign for Real Beauty

Diffusion Theory Diffusion of innovations – We are creatures of habit and resistant to change. Change takes a long time – and cannot be accomplished by news alone. People need to talk about it, to consider it, to accept it.

Diffusion Theory People adopt an idea or behavior after going through five steps: Awareness People become aware of an idea or product. Social media can be an excellent vehicle. Interest People seek more information. Evaluation People ask others for their opinion, research. Trial People try it or have some form of participation. Adoption People are all in and may look for positive feedback about decision.

Diffusion Theory Innovators – well educated, wealthy, lack influence within group, will try new things Early Adopters – influential, wealthy, educated – won’t try anything untested. Early Majority Non Adaptors (Laggards)

Diffusion Theory Dove Campaign For Real Beauty -- Results

Early View of Communication Process

Communication Process Illustrating Feedback Within Common Experience Same model as the one we just discussed – with feedback

Factors the Hinder Feedback Jargon or unclear language Misalignment with culture and values History of distrust Distractions Negative influencers Sources or spokespeople with no credibility Unreliable media Gatekeepers

Communication Process Model

7 Cs of Communication To Overcome Barriers Clarity – Be clear about your goal and message, use concrete words Credibility – Establish authority, elevated expertise Content – Explain message; must have meaning and relevance for audience Context – Consider situational relevance of message Continuity – Ensure messages are consistent; use repetition Capability – Know the level of understanding of receivers; will they understand message? Channels - Determine how message will be shared; use established channels