Title: Communication Models
1Norsk Hotellhøyskole
- Communication Models
- PR Management
- PR Strategy
- 20.02.2001
2Basic Communications Model
Source
Message
Medium
Receiver
Feedback
3Communications Fundamentals
- Communicator
- Message
- Audience
- Networks
- Internal and external
- Formal and informal
- Upward/downward horizontal
4Effective Communications
- Designed for
- Situation, time, place and audience
- Specific messages
- Specific audiences
- Specific results
5Diffusion Process
- Awareness - learns about product/service
- Interest - gets more information
- Evaluation - tries it out mentally
- Trials - uses or tries a little
- Adoption - uses it and continues to use it
6Objectives
- Impact
- informational
- attitudinal
- behavioral
- Output
- distribution to uncontrolled media
- distribution to controlled media
77 Cs of Communication
- Credibility
- Context
- Content
- Clarity
- Continuity and consistency
- Channels
- Capability of audience
8Four Models of Public Relations
- Press Agent/Publicity Model
- Public-Information Model
- Two-Way Asymmetric Model
- Two-Way Symmetric Model
9Press Agentry/Publicity Model
- Purpose Propaganda
- Communications 1-Way, Complete Truth NOT
Important - Model Source Receiver
- Research Little
- Example
- Used Today Athletic events, Theatre,
Product Promotion - Percent 15
10Public Information Model
- Purpose Spread Information
- Communications 1-Way, Complete Truth IS
Important - Model Source Receiver
- Research Little
- Example
- Used Today Governments, Business and
Non-Profits - Percent 50
11Two-Way Asymmetric Model
- Purpose Scientific Persuasion
- Communications 2-Way, Unbalanced Effects
- Model Source Receiver Feedback
- Research Formative Evaluate Attitudes
- Example
- Used Today Competitive Businesses,
Agencies - Percent 20
12Two-Way Symmetric Model
- Purpose Mutual Understanding
- Communications 2-Way, Balanced Efforts
- Model Group Group Feedback
- Research Formative Evaluate
Understanding - Example
- Used Today Regulated Businesses, PR
Agencies, Associations - Percent 20
13Coorientational Model
Issue
Organizations Definition and Evaluation of
Issue
Public As Definition and Evaluation of Issue
Agreement
Understanding
Congruency
Accuracy
Congruency
Organizations Perception of Public As Views
Public As Perception of Organizations Views
14PR Roles
- Communication technician
- Communications manager
- - Expert prescriber- Communication
facilitator- Problem-solving process
facilitator - Media Relations
- Communications Liaison
15Organizational Environments and Roles
Low Threat
High Threat
Problem-Solving Process Facilitator
Little Change Much Change
Communication Technician
Communication Facilitator
Expert Prescriber
16Craft Public Relations (Technicians)
Propaganda
Journalism
Press Agentry Model
Public Information Model
Professional Public Relations
Symmetrical
Asymmetrical
2-Way Asymmetrical Model
2-Way Symmetrical Model
17How Roles Contribute to PR Department and
Organizational Goals
- Closed Systems Management Approach
- Press Agentry/Publicity
- Public Information Models
- Open Systems Management Approach
- Two-Way Asymmetric
- Two-Way Symmetric Models
18Key Concepts in Strategic Process
- Strategic thinking
- Strategic planning
- Goals
- Objectives
- Strategy
19Key Elements of Strategic Processes
- Environmental Scanning
- Concrete system yielding reports in understood
language - Stakeholder Management
- Concrete method for identifying stakeholders
- Team mapping of assumptions
- Issues Management
- Existence of policy plan with philosophy, goals,
tactics to support strategic plan
20Strategic Planning in PR
- Defining the problem
- Planning and programming
- Taking action and communicating
- Evaluating the program
21A Public Relations Process ROPE
- Research - clients, problem, publics
- Objectives - impact, output
- Programming - theme, action, media, communication
- Evaluation - impact, output
22Research
- Client - organization, products, services
- Problem - why proactive vs reactive
- Publics/audience - identification, targeting
23Publics - Stakeholders
- Primary - relate to on an active and continuous
basis - Secondary - relate to on a fairly continuous
basis - Tertiary - occasional contact
24Major Publics
- Media
- Employee
- Member
- Community
- Government
- Investor
- Consumer
- Special
25Objectives
- Impact
- informational
- attitudinal
- behavioral
- Output
- distribution to uncontrolled media
- distribution to controlled media
26Programming
- Statement of theme and/or messages to be
communicated - Action or event around theme or messages
- Plan media use - controlled, uncontrolled
- Effectively communicating program
27Effective Communication
- source credibility
- message salient information
- message effective nonverbal clues
- message effective verbal clues
- channel and feedback 2-way communication
- receivers opinion leaders
- receivers group influence
- receivers selective exposure
- feedback audience participation
28Evaluation
- Monitoring and assessment of
- impact objectives
- output objectives
294-Step PR Process (Cutlip, et al.)
- Define PR Opportunites or Problem
- Planning Programming
- Taking Action Communicating
- Evaluating the Program
301. Defining Opportunities/Problems -- Whats
Happening Now?
- The Problem or Opportunity
- Background
- Causes
- Precedents
- Allies
- Opponents
- Neutrals
- Program goals
- Situation Analysis
- Internal Factors
- External Factors
312. Planning Programming -- What should we do
and say, and why?
- Strategic Analysis
- Objectives
- Alternatives
- Risk-benefits
- Consequences
- Decision
- Tactics
- Significant Publics (Stakeholders)
- Public 1
- Public 2
- Public 3
- Public 4
322. Planning Programming
- Program objectives for each public
- Vehicles, media
- Talent
- Costs
- Approvals
- Commitment
- Support
- Participation
333. Taking Action and Communicating -- How and
when do we do and say it?
- Action Program Strategies
- Communication Program Strategies
- Message -- content, timing, repetition, follow-up
- Media -- behavioral changes
- Program Implementation Plans
- Assignment of responsibilities
- Schedule
- Budget
344. Evaluating the Program -- How did we do?
- Results -- yardsticks
- Conclusions
- Revision
- Renewal
- Termination
- Feedback