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PR, SOCIOLOGY AND PSYCHOLOGY

Nevena Semova

“PR man not only needs to be smart and
intuitive, he needs to understand
psychology, sociology.” E. Burnays
CONTENTS
   PR and Sociology

       Public opinions



   PR and Psychology

       Consumer behaviour
ABOUT ME
DEFINITIONS

 Sociology:the science of human
 society and social relations,
 organization, values, beliefs and
 change


 Psychology: the study of the human
 mind and its functions, esp. those
 affecting behavior
QUESTION 1
Your big launch is only 10 days away when you
  learn that the CEO has to go abroad and your
  biggest customer will no longer endorse you.
  All press and broadcast media have been
  invited. Do you:

A. Ring round every editor and cancel?
B. Try to find another tame customer?

C. Turn it into a "Thank You" party?
PR AND SOCIOLOGY



- Public   opinions

-Silvio Berlusconi and the cucku PR
model
PUBLIC OPINIONS

 The
    complex collection of opinions of
 many different people

 Term first used in 1588 by Montaigne
 Jacques Necker
 The Overton Window
SOCIOLOGY AND PUBLIC RELATIONS
 Closely related to each other
 Society can form and receive the message

 Public trust

 Lobbyists




 Video 1 (Sociology and Crisis Management)
 Video 2 (Lobbying)
QUESTION 2
     You’ve worked hard for weeks to get everyone
     to sign off on a Press Release making a major
     announcement and now you’re ready to
     circulate it - but time is short. Do you:

A. Email it to everyone listed in the directory?
B. Spend the night on the phone asking each recipient
   how they like to receive releases?
C. Pay an agency to distribute it for you?
SILVIO BERLUSCONI IN THE SOCIETY
 Unprecedented media               Vertical and propagandistic
  influence                          communication
 Consistent message                Inability to adapt to the

 Match the needs of the             change in communication
  public – “Football, reality        (Internet buzz: The
  shows and pretty girls”            untouchable)
 Asocial behaviour                 Control



                           Popularity: decreasing
                           30% now vs. 60 % last year
THE “CUCKU” MODEL OF PR
  “Cucku policy - saving the country from the worst
   impact of the recession” – B.
  “Listening to others and playing with them” – B.

  It is „cute‟ and that „it works’ – B.



  Using people‟s motives to gain their support
  Impersonating values, shared by the public



        Italians love Berlusconi
 The cucku policy is gaining consensus and
  imitation and not only in Italy.
MESSAGE AND MEDIA
 “Italians love me and I‟m right in everything I do”
 Criticism towards centre-left opposition

 Attack the magistrates: I‟m innocent; I‟m a victim of law
  persecution.
 Italian irony



 TV dominance
 Internet is a threat
OBAMA VS. BERLUSCONI
Obama’s message                 Berlusconi’s message


   Advocate sacrifices on       Have fun and sex, use
    behalf of the public          high heel shoes to
    good                          appear taller, be rich,
                                  play games, tell dirty
                                  stories, play cuckoo to
                                  international leaders
   individualistic and self-    collectivistic culture
    concerned culture

                                   Decreasing followers
   Decreasing followers
QUESTION 3
     You’ve sent out the Press Release you’ve been
     working so hard on to your target media. How
     do you follow up? Do you:

A.    Phone editors personally to ask "Did you get our
      release?"
B.    Phone friendly journalists and ask them to make
      discreet enquiries about whether your release is
      being used?
C.    Forget about it and start on your next release?
PR AND PSYCHOLOGY




-PR and Psychology – a long partnership
-Edward Bernays - Propaganda and PR

-Mc Donald’s

-PR and changes in consumer behaviour
PR AND PSYCHOLOGY – A LONG PARTNERSHIP
 Understanding and influencing human psychology
 Balance theory
     Cognitive dissonance
     Selectivity


   Influence of Sigmund Freud

     application of Freud's theories about the irrational,
      unconscious motives that shape human behaviour
     Repressed feelings and primitive forces drive us
     Exploiting peoples‟ subconscious desires to manipulate
      the mass opinion and behaviour
THE FATHER OF PR - EDWARD BURNAYS

   Influence from Sigmund Freud

   From NEED to WANT/DESIRE – changing the
    consumer behaviour




   Propaganda in War - 1st World War

   Public Relations in Peace Torches of Freedom
QUESTION 4
  A low-rent magazine that’s not even on your
  target media list rips off some of your pictures
  from the Internet and prints them. They are low
  resolution and badly reproduced. To add insult
  to injury, you are not even credited. Do you:
A. Phone the editor, give him a roasting about
    breaching copyright laws?
B. Write a letter of complaint to the editor, asking him
    not to do it again?
C. Put high resolution pictures on your website,
    phone the editor to congratulate him and invite
    him to help himself to pictures in future?
MCDONALDISATION
   Fast Food Facts:
     50,000,000 consumers per year (US)
     $ 110,000,000,000 spent on fast food
     Fast food leads to obesity and health complications
     Fast food demand abolishes natural resources and is a
      great threat to the environmental balance


    » Supersize me
    » Big Mac
PR AND CHANGES IN CONSUMER BEHAVIOUR

Before                      Now
   One-way communication      Participatory culture
   Spin messages              Consumers choose
   Manipulating               Two-way communication
                               Online societies
   The all American           Enlightening consumers
    Breakfast                  Encouraging choice

                               Lays – Maak de smaak
QUESTION 5
  You work for a company that makes/sells gold
  watches. Your CEO conceives a PR plan – "Let’s
  give everyone who comes to the press
  conference a gold watch. Put it in the invitation -
  - that’s not bribery, just a product sample!" Do
  you:
A. Talk him/her out of it, losing Brownie points for
     lacking audacity?
B. Go along with it, but omit the offer from the
     invitation – leaving it to individual journalists on
     the day whether they accept or not?
C. Ask if you can have one of the freebie watches for
     your Mum?
DISCUSSION
 Is   society less susceptible to manipulation?
        How much do we actually know?

 How  does globalization change Public Relations?
 How does Social Media change the field of
  Public Relations?
 How can you show your added value as a PR
  practitioner?
THANK YOU FOR YOUR ATTENTION!
SOURCES:
   Unleashing the power of PR (ISBN0787982792)
   Integrated Communications, M.Vos, H Schoemaker (ISBN9789460942976)
   http://ciampini.wordpress.com/2010/03/28/berlusconi-doesnt-need-pr/
   http://books.google.com/books?hl=en&lr=&id=gR7EA8Z1lt8C&oi=fnd&pg=PR12&dq=global+so
    ciety+trends&ots=Mdsc355zbQ&sig=F9YWgcLZbq0Ki41xmorpqR52QF8#v=onepage&q=global
    %20society%20trends&f=true
   http://personaldemocracy.com/blog-entry/joker-effect-how-participatory-culture-may-disrupt-
    politics
   http://pritalia.blogspot.com/2010/05/italy-berlusconi-government-increases.html
   http://www.prconversations.com/index.php/2009/06/berlusconi-has-begun-to-rationalise-and-
    theorise-his-cucku-model-of-public-relations-is/
   http://www.prconversations.com/index.php/2010/02/obama-losing-control-of-his-narrative/
   http://iml.jou.ufl.edu/projects/Fall99/Westbrook/models.htm
   http://news.yahoo.com/s/afp/20101214/wl_afp/italypoliticsberlusconi
   http://www.myfit.ca/nutrition/fast_food_statistics.asp
   http://portfolio.prblogs.org/2007/03/14/how-is-psychology-important-to-public-relations/
   http://www.youtube.com/
   Questionnaire: http://www.theprtrainingcentre.com/pr_training_tools.html

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Public Relations, Sociology and Psychology

  • 1. PR, SOCIOLOGY AND PSYCHOLOGY Nevena Semova “PR man not only needs to be smart and intuitive, he needs to understand psychology, sociology.” E. Burnays
  • 2. CONTENTS  PR and Sociology  Public opinions  PR and Psychology  Consumer behaviour
  • 4. DEFINITIONS  Sociology:the science of human society and social relations, organization, values, beliefs and change  Psychology: the study of the human mind and its functions, esp. those affecting behavior
  • 5. QUESTION 1 Your big launch is only 10 days away when you learn that the CEO has to go abroad and your biggest customer will no longer endorse you. All press and broadcast media have been invited. Do you: A. Ring round every editor and cancel? B. Try to find another tame customer? C. Turn it into a "Thank You" party?
  • 6. PR AND SOCIOLOGY - Public opinions -Silvio Berlusconi and the cucku PR model
  • 7. PUBLIC OPINIONS  The complex collection of opinions of many different people  Term first used in 1588 by Montaigne  Jacques Necker  The Overton Window
  • 8. SOCIOLOGY AND PUBLIC RELATIONS  Closely related to each other  Society can form and receive the message  Public trust  Lobbyists  Video 1 (Sociology and Crisis Management)  Video 2 (Lobbying)
  • 9. QUESTION 2 You’ve worked hard for weeks to get everyone to sign off on a Press Release making a major announcement and now you’re ready to circulate it - but time is short. Do you: A. Email it to everyone listed in the directory? B. Spend the night on the phone asking each recipient how they like to receive releases? C. Pay an agency to distribute it for you?
  • 10. SILVIO BERLUSCONI IN THE SOCIETY  Unprecedented media  Vertical and propagandistic influence communication  Consistent message  Inability to adapt to the  Match the needs of the change in communication public – “Football, reality (Internet buzz: The shows and pretty girls” untouchable)  Asocial behaviour  Control Popularity: decreasing 30% now vs. 60 % last year
  • 11. THE “CUCKU” MODEL OF PR  “Cucku policy - saving the country from the worst impact of the recession” – B.  “Listening to others and playing with them” – B.  It is „cute‟ and that „it works’ – B.  Using people‟s motives to gain their support  Impersonating values, shared by the public  Italians love Berlusconi The cucku policy is gaining consensus and imitation and not only in Italy.
  • 12. MESSAGE AND MEDIA  “Italians love me and I‟m right in everything I do”  Criticism towards centre-left opposition  Attack the magistrates: I‟m innocent; I‟m a victim of law persecution.  Italian irony  TV dominance  Internet is a threat
  • 13. OBAMA VS. BERLUSCONI Obama’s message Berlusconi’s message  Advocate sacrifices on  Have fun and sex, use behalf of the public high heel shoes to good appear taller, be rich, play games, tell dirty stories, play cuckoo to international leaders  individualistic and self-  collectivistic culture concerned culture  Decreasing followers  Decreasing followers
  • 14. QUESTION 3 You’ve sent out the Press Release you’ve been working so hard on to your target media. How do you follow up? Do you: A. Phone editors personally to ask "Did you get our release?" B. Phone friendly journalists and ask them to make discreet enquiries about whether your release is being used? C. Forget about it and start on your next release?
  • 15. PR AND PSYCHOLOGY -PR and Psychology – a long partnership -Edward Bernays - Propaganda and PR -Mc Donald’s -PR and changes in consumer behaviour
  • 16. PR AND PSYCHOLOGY – A LONG PARTNERSHIP  Understanding and influencing human psychology  Balance theory  Cognitive dissonance  Selectivity  Influence of Sigmund Freud  application of Freud's theories about the irrational, unconscious motives that shape human behaviour  Repressed feelings and primitive forces drive us  Exploiting peoples‟ subconscious desires to manipulate the mass opinion and behaviour
  • 17. THE FATHER OF PR - EDWARD BURNAYS  Influence from Sigmund Freud  From NEED to WANT/DESIRE – changing the consumer behaviour  Propaganda in War - 1st World War  Public Relations in Peace Torches of Freedom
  • 18. QUESTION 4 A low-rent magazine that’s not even on your target media list rips off some of your pictures from the Internet and prints them. They are low resolution and badly reproduced. To add insult to injury, you are not even credited. Do you: A. Phone the editor, give him a roasting about breaching copyright laws? B. Write a letter of complaint to the editor, asking him not to do it again? C. Put high resolution pictures on your website, phone the editor to congratulate him and invite him to help himself to pictures in future?
  • 19. MCDONALDISATION  Fast Food Facts:  50,000,000 consumers per year (US)  $ 110,000,000,000 spent on fast food  Fast food leads to obesity and health complications  Fast food demand abolishes natural resources and is a great threat to the environmental balance » Supersize me » Big Mac
  • 20. PR AND CHANGES IN CONSUMER BEHAVIOUR Before Now  One-way communication  Participatory culture  Spin messages  Consumers choose  Manipulating  Two-way communication  Online societies  The all American  Enlightening consumers Breakfast  Encouraging choice  Lays – Maak de smaak
  • 21. QUESTION 5 You work for a company that makes/sells gold watches. Your CEO conceives a PR plan – "Let’s give everyone who comes to the press conference a gold watch. Put it in the invitation - - that’s not bribery, just a product sample!" Do you: A. Talk him/her out of it, losing Brownie points for lacking audacity? B. Go along with it, but omit the offer from the invitation – leaving it to individual journalists on the day whether they accept or not? C. Ask if you can have one of the freebie watches for your Mum?
  • 22. DISCUSSION  Is society less susceptible to manipulation? How much do we actually know?  How does globalization change Public Relations?  How does Social Media change the field of Public Relations?  How can you show your added value as a PR practitioner?
  • 23. THANK YOU FOR YOUR ATTENTION!
  • 24. SOURCES:  Unleashing the power of PR (ISBN0787982792)  Integrated Communications, M.Vos, H Schoemaker (ISBN9789460942976)  http://ciampini.wordpress.com/2010/03/28/berlusconi-doesnt-need-pr/  http://books.google.com/books?hl=en&lr=&id=gR7EA8Z1lt8C&oi=fnd&pg=PR12&dq=global+so ciety+trends&ots=Mdsc355zbQ&sig=F9YWgcLZbq0Ki41xmorpqR52QF8#v=onepage&q=global %20society%20trends&f=true  http://personaldemocracy.com/blog-entry/joker-effect-how-participatory-culture-may-disrupt- politics  http://pritalia.blogspot.com/2010/05/italy-berlusconi-government-increases.html  http://www.prconversations.com/index.php/2009/06/berlusconi-has-begun-to-rationalise-and- theorise-his-cucku-model-of-public-relations-is/  http://www.prconversations.com/index.php/2010/02/obama-losing-control-of-his-narrative/  http://iml.jou.ufl.edu/projects/Fall99/Westbrook/models.htm  http://news.yahoo.com/s/afp/20101214/wl_afp/italypoliticsberlusconi  http://www.myfit.ca/nutrition/fast_food_statistics.asp  http://portfolio.prblogs.org/2007/03/14/how-is-psychology-important-to-public-relations/  http://www.youtube.com/  Questionnaire: http://www.theprtrainingcentre.com/pr_training_tools.html