1. PR & Media
Communication Basics
PhD. Oana BARBU
Communication Strategist
Part-time Lecturer at West Univrsity of Timisoara
Communication Director – Rugby Club Timisoara
Social Media Specialist at SymplySocial Inc.
Owner of www.oanabarbu.com
2. Basic Review
Four elements of communication
1. Sender
2. Message
3. Medium
4. Receiver
Who is your message aimed at?
There may be one or multiple publics
Who is affected by the actions?
Stakeholders
3. There is a reason why we have two ears
and one mouth – we must listen twice as
much as we speak.
4. What are Public Relations?
Public needs
Organization image (a projected identity)
PR = manage image and reputation by
fulfilling a public’s needs!
HOW?
5. “Thisis who we are;
What we think about ourselves;
What we want to do; and
Why we deserve your support.”
6. PR’s role?
Management and counseling function
Enables organizations to build and maintain
relationships
Through an understanding of audience attitudes,
opinions and values
Planned, deliberate and two-way
Conscience of organization
Overseer of reputation
Relationship management
7. Determine what people need (and want)
and give it to them.
9. Persuasion
Persuasion is an attempt to influence a
person’s actions through an appeal to his/her
self-interest
A PR person must be aware of what the
audience wants to know
Gained knowledge is “mutually beneficial”
10. Manipulation
The audience might not need to know the
message, but they are coerced or tricked into
that knowledge when there is little of no
benefit to them
Can result in loss of credibility or negative
feelings
11. Media Theory
Does the media have an effect on viewers
and listeners?
There are several theories that support the
extremes and the middle on this
Yes, it impacts us
No, it does not
Yes and No... somewhere in between
12. A. Hypodermic Needle Theory
One of the earliest theories held that mass
media was highly influential
The media could “shoot” beliefs into people’s
minds as a doctor shoots a hypodermic
needle into a patient
Examples: WWI propaganda, “War of the
Worlds” radio broadcast
This theory is no longer widely held
14. 2. Two-Step Flow Theory
Media messages observed, analyzed,
interpreted and passed on by opinion
leaders
The mass public gets information via these
tastemakers
1. Opinions are formed
2. Perceptions are created
3. Knowledge is gained (or repressed)
16. Opinion Leaders?
serve as a powerful conduit in the flow of information
have more direct access to the media and/or a better media
literacy than the masses
have credibility with individuals that the mass media may lack:
Political candidates
Celebrities
Community or religious leaders
Teachers
“Media analysts”
Journalists
Your very best…FRIENDS
17. Example Scenario
Paris Hilton has a T-
Mobile Sidekick
She is shown in public
using it
To some of the public,
this communicates that
the item is “hip”
Other brands?
18. The friendly-PR
Many of us know an “early adopter” who is
always the first on the block to own the
coolest technology gadget
This person serves as an “expert” that we may
directly or indirectly learn from
19. Limited-Effects Theory
Media often does not have a direct effect on
subjects and decision making
However, it is just one of many influences,
including:
Opinion leaders
One’s prior held beliefs
Influence of family, friends, peers
20. Decision-making Process
Exists
on a continuum
Depends on:
The information itself
Personal psyche or disposition
Socio-cultural context
22. Moderate-Effects Theory
A “middle ground”
Recognizes that media is not all-powerful in
its influence
However, under certain circumstances it can
have a very strong effect
23. Powerful-Effects Theory
Media has the potential for a huge influence
on the audience
Influence increases if:
Audience has little or no opinion on a subject
Subject is non-ego threatening
Audience has no direct experience with the
subject
24. Framing
“Framing” is the shaping of views and
discussions through selective choice of facts,
themes and words
Sender makes the selection
PR has a huge influence in “framing” how the
media will discuss a product, person,
development or ideology
“Framing” creates the context in which the
discussion occurs
25. Examples of framing
Apple Computer makes a “comeback” with
the introduction of iPad
The war on Iraq is a “war on terrorism”
A movie’s success is discussed in terms of
opening weekend box-office numbers
26. SO, what are PR?
The practice of managing the flow of information between
an individual or an organization and the public.
provides an organization or individual exposure to their
audiences
using topics of public interest and news items
The aim of public relations
to persuade the public, investors, partners, employees, and
other stakeholders to maintain a certain point of view about
it, its leadership, products, or of political decisions.
Common activities
Events and campaigns, conferences, CSR, winning
industry awards, working with the press, and employee
communication.
27. Perceptions of Reality – how
does PR WORK?
Does what we see on TV impact our view of
reality?
For
many people, the TV serves as a key
way we learn about the world
Particularly, when it exposes us to things or
places that we might not normally encounter in
“real life”
28. Uses and Gratification Theory
Communication process is interactive
It is a selective process
People consume the media (and absorb
messages embedded within it) for a reason
It meets their needs
Entertainment
Information
29. Racial, Ethnic, and Sex-Role
Stereotypes
Are we really seeing accurate portrayals of
race, ethnicity, and sex roles in the media?
Example:
Women in Media
Men outnumber women 2 to 1 in starring roles, yet
women make up 51% of the population
When women are featured, they are usually in
subservient or younger roles
33. What causes change?
Adoption may be due to several factors:
Is the idea better?
Does it fit into my existing paradigm?
Do I understand it?
Can I safely try it out?
How observable is it?
34. Application of Theory
Asa PR professional, your goal is to
persuade and communicate an
organizational image
Persuasion is easier if the audience has an interest
in the topic and is predisposed to accept it
Active audiences are already aware of the product
and have an interest in it
Passive audiences must be lured into accepting
your message
An inactive public has less interest in the topic
and, thus, will be even more difficult to persuade
36. M-A-O Model
Usethe M-A-O model to lure a passive
audience into action
Motivation
Ability
Opportunity
37. Motivation
You must motivate the audience to become
aware that your message even exists
Can be done with various tactics:
Design and style of message
Unique form of delivery
Reliance of credible tastemakers
Bribe the audience
38. Ability
Enable easier understanding of the message
(once the public is aware of it)
Can be achieved various ways:
Simplify the message
Relate the message to what they already know
Talk their… slang!
39. Opportunity
Structure the message for optimal processing
Repetition
Create an environment where message is most
likely to be heard
Keep it interesting
Don’t stop the message. Don’t stop texting. Don’t
stop giving information.
40. Example: M-A-O Model
Progressive Direct car insurance campaign
Many consumers do not “shop around” for car
insurance
They stick with their existing insurance…even if
there is a price advantage to shopping around
41. EXAMPLE
Motivate: make would-be consumers to think about
their rates so that they may build awareness of their
service
They “bribe” people with free airline miles to request
a quote
Then, the consumer is exposed to the information
and interest is generated due to the anticipated
reward
Once the consumer gets the quote, it is hoped that
they will take action on their knowledge of the
competitive rate