Introduction to Marketing Communications Lecture 7
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Public relations can take several forms from one-way communication models like publicity that disseminate information to propaganda, to two-way symmetric models that aim for mutual understanding. The publicity model is less controlled and focuses on disseminating information through outlets like press releases, while the two-way symmetric model allows for a balanced exchange between groups to develop understanding. Effective public relations considers the target audience, uses appropriate media, and crafts messages that are clear, concise and easily understood to maintain media interest and readership.
Introduction to Marketing Communications Lecture 7
- 3. 7
- 6. or
- 12. lack of management control (press releases binned or reduced to fit the size in the publication which can lead to a change in context and style of the message)
- 13. one-way communications as propaganda… needs to sell or convince most acceptable and mutually rewarding communications – both parties may change attitudes
- 17. model characteristic press agentry/ publicity public information one-way asymmetric two-way symmetric purpose propaganda dissemination of information scientific persuasion mutual understanding nature of communication one way, complete truth non- essential one-way, truth important two-way but imbalanced two-way, balanced communication model source to receiver source to receiver source to receiver with feedback group to group nature of research little, column inches little, readership formative, attitudes formative, understanding where practised today sports, theatre, product promotion government, not-for-profit, business competitive business, agencies regulated business, agencies
- 18. publicity and events the various forms of media are; press releases, conferences and interviews community… contribute to the life of the local community, to develop goodwill
- 27. who come into contact with organisation and are affected by its activities or may affect the organisation itself
- 29. messages must be clear, concise and easily understood
- 30. media interest readership / ratings
- 32. public relations
Editor's Notes
- #30: Channels of communication Personal – face to face, telephone, post/email, Internet chat. Allow for personalisation and feedback. May be controlled by the company or be ‘independent’ third-party communications (word of mouth). Important to identify innovators, opinion leaders, celebrities, high conversation factors, viral marketing opportunities. Non-personal – no personal contact or feedback. Includes print, broadcast, display media, environments (designed to create/reinforce buyers) and events (occurrences staged to communicate messages). Media planning Identify most suitable media to carry right message(s) to right audience(s). What factors do you think are important (qualitative and quantitative)?