Week 5: Communication
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The document discusses the key steps and goals of effective public relations. It covers the four essential steps: 1) research, 2) planning, 3) communication, and 4) measurement. It also discusses the goals of communication as informing, persuading, motivating, and achieving mutual understanding. Finally, it outlines different types of communication direction and strategies for proactive communication initiated by an organization.
Week 5: Communication
- 1. PUBLIC RELATIONS PRACTICE 2014 Week 5 ! DR KANE HOPKINS
- 3. Last week we talked about: The four essential steps of effective public relations 1. Research: the information required to understand the needs of publics and to develop messages 2. Planning: the central function of management; the process of setting goals and objectives and determining the ways to meet them
- 4. Last week we talked about: The four essential steps of effective public relations 1. Research: the information required to understand the needs of publics and to develop messages 2. Planning: the central function of management; the process of setting goals and objectives and determining the ways to meet them 3. Communication: the message strategy — making a message more appealing and persuasive to an audience 4. Measurement: techniques that provide a means to assess the effectiveness of public relations activities
- 5. To be an effective communicator you must understand three factors… 1. WHAT constitutes communication and how people receive messages ! 2. HOW people process information and change their perceptions ! 3. WHICH kinds of media and communication tools are the most appropriate for a particular message
- 8. The goals of communication • Inform • Persuade • Motivate • Achieve mutual understanding
- 9. The goals of communication• Inform • Persuade • Motivate • Achieve mutual understanding One way Two way Symmetric Public information Two-way symmetric Asymmetric Press agentry Two-way asymmetric Direction of communication Goalsof communication Adapted from Grunig and Grunig (1989)
- 11. 1. Message exposure: public relations people provide materials to the mass media and disseminate other messages through controlled media. Intended audience are exposed to the message in various forms 2. Accurate dissemination of the message: the basic information, often filtered by gate keepers, remains intact as it transmitted through various media Considering messages
- 12. Considering messages 3. Acceptance of the message: based on its view of reality, the audience not only retains the message, but also accepts it as valid 4. Attitude change: the audience not only believes the message, but also makes a verbal or mental commitment to change behaviour as a result of the message 5. Change in overt behaviour: members of the audience actually change their current behaviour or purchase the product and use it
- 13. Proactive communication • Initiated by the organisation • They are implemented according to the planning of the organisation, rather than because of a need to respond to outside pressure and expectations from publics • Proactive action strategies include: • the enhancement of organisational performance • audience participation • special events • development of alliances and coalitions • sponsorships