1. Upon learning Public Relations and the theories, I have noticed that there are few similar traits in the theories learned. The end target in these theories is to get the correct message send across the target group. In practicing PR for an organization, the key notes needs to be priorities by the PR personnel is whether in doing program will be 1. sending the correct message (communication) and 2. results in the action taken by the audience in from the impact from the programs or activities taken by the organization. <br />Theory 1: Elaborated Likelihood Model <br />The root of this theory is (how) the way of influencing the target audience and to get the audience to be interested with the topic of that has been brought out by the organization. <br />In this theory, it shows how attitudes are formed and changed, and the routes to persuasion are : 1. Central route- promotes high elaboration, and 2. Peripheral route- do not have high elaboration of the message. Example of the case study on this method is the promotion used by P1 Wimax in Malaysia. <br />Central routePeripheral routeApart from the simple promotion that catches the attention of the public, P1 Wimax took another step of Public Relations whereby they provides the further elaboration of the campaign and promotes the services directly- which is the Broadband service. The information includes the speed test of the internet connection at all area in Malaysia, the frequent ask questions, live chat session with the customer service personnel from P1 Wimax from their official website: http://www.p1.com.my Based on the this simple promotion, the is no explanation on the campaign. Poster and advertisement can be seen across the billboard and televisions on ‘Sudah Potong/ Cut Already’ This type of promotion triggers the attention of the audience. Upon this, the audience with little interest will search for the information by themselves. In which later, the audience will be given more concrete reasoning and justification, thus uses the central route in the theory of ELM. <br />From both of the method of advertising and campaign used by P1 Wimax, the consistency for the organization to promote the campaign is very important to keep the target audience to be updated. Continuous promotions by P1 Wimax through different channel of communications- Twitter, Facebook FanPage, Linkedin, Blogsite etc. (high consistency rate). In ELM, it is believed that people can be influenced via repetition. Another form of creative repetition is jingles. <br />Theory 2: Situational Theory <br />Situational theory is developed Professor James E. Grunig that defines the public can be identified and classified in the context to which they are aware of the problem and the extent to which the public takes action on the problem. <br />This will affect the way of conveying the message out to the target audience as the level of interest of the public varies, the educational level of the target audience in the particular topic. These will help to determine the words used, the channel of communication used by the organizational that can be suggested by the PR personnel to convey the correct message at the most effective method. <br /> <br />Take the example of the ‘Reading Campaign’ – Kempen Membaca by Ministry of Information, Communication and Culture (Malaysia). To instill the reading habit among Malaysians the ministry has taken different approaches to different target audience. This is due to the different situation of the target audience faces in the sector of promotions. In this case, it will be mainly on the different age group of Malaysians. <br />To the younger age group, the activities launched to attract the kids (18 years and younger) are through schools activities such as ‘Reading Week’ in schools and ‘Program Bacaan Nilam’ which rewards the students who read the most in monthly basis. This is coordinated with the teachers. Other activities such as the moving library that brings books to primary schools, logo drawing competition will attract the attention of the students. <br />However, in the older age group, Ministry took different approach to instill the habit of reading among them. This includes the Book Exhibitions that offers varieties of books with different genres to be offered at special rate. This attracts the graduates and the working adults to visit and to buy the books. <br />Other than that, realizing that the family will play an important role to instill the reading habit among the children, the ministry took a creative approach to reduce the income taxation of family and allocates a small portion of the income in the family to buy books. The taxation can be reduced for each family with provided receipts that proves the buying of books. <br />We can see that with different situation, it involves different way of communicating the message out. Other factor that is needed to be considered by the PR practitioners will be the language barrier, technological barrier, and the social factors such as the beliefs and the norm of the community approached.<br />Summary <br />In brief, both of the PR practice that uses the theories mentioned above are meant to create an effective impact to the target audience. In the Miller and Levine’s definition of a successful persuasive attempts should be at least manage to generate some type of COGNITIVE (thinking), AFFECTIVE (feeling) and BEHAVIORAL (action) modification amongst the public/ target audience. <br />With the correct message sent by the organization, the actions by the public will be the measure of success on the campaigns/ activities carried by the organization. <br />Taking first example of how P1 Wimax wants to promote their broadband service, the actions required by the public is to either subscribe to P1 Wimax or change the current broadband service to P1 Wimax. This is the reason why the slogan used is: ‘Sudah Potong?’ or ‘Cut Already?’<br />