Strat Comm Final

The message is sent by the source to the receiver, with ideas encoded and interpreted through symbols (words and images).
ex: "Who says what to whom with what effect"- might add how and why

circular in design, involving feedback from the receiver to influence the sender. two-way communication, talking with the audience (similar to the public information model)

consciously attempts to influence people, using ethical means that enhance a democratic society.

involves the deeply conscious interaction of two parties in communication and the sincere, competent attempt at mutual understanding
ex: "confirming communication" which seeks to heal and strengthen relationships

unbalanced mental stances create tension and force an individual to restore balance

balanced theory extended to groups

added some measurement in attitude in the balance theory

the more people experience the psychological discomfort of having contradictory attitudes or beliefs, the more likely they will reduce the discomfort, usually by changing one of their attitudes or beliefs

unchallenged beliefs and attitudes can be swayed with persuasive information, while attitudes that have been tested are more resistant to change.

individuals accept or reject messages to the extent that they perceive the message as corresponding to their internal anchors (attitudes or beliefs) and as being ego-involved (affecting the person's self-concept)

the three c's
charisma
credible
control

the power to inspire trust (belief)/
demonstrates the qualities of honesty, expertise, status and competence.

the power of personal charm/ magnetic appeal
characteristics: familiarity, likability, attractiveness, and similarity

power of command
characteristics: power, authority, scrutiny

logic and reason
communication effectiveness based on the rational appeal

logic and reason
clarify and simplify
one proposition at a time

appealing to sentiment

love, virtue, humor, sex

fear, guilt

contributes significantly to the effectivess of the message strategy
clarity, salience (the ability to stand out from a crowd), power words, product and program names, strong quotes, ethical language, legal language

occurs through actions and cues other than words that carry meaning
symbols, logos, music, language, physical artifacts, clothing, people, mascot and promotional characters, colors, setting

the visible elements of a strategic plan, what people see and do

controlled vs uncontrolled
internal vs external
mass vs targeted
popular vs trade
public vs nonpublic
print vs electronic

interpersonal communication
organizatonal media
news media
advertising and promotional media

offers face-to-face opportunities for personal involvement and interaction

published or produced by the organization by controlled media

provides opportunities for the credible presentation of organizational message to large audiences

controlled media, either internal or external to the organization, that can also offer access to large audiences

communication vehicles that exists primarily to present newsworthy information to various audiences

direct news material (more or less ready for use)
ex: news facts sheet, news release

indirect news material (not to be published but to inform)
ex: media advisories

interactive news opportunities (pr and journalist interact)
ex: news interviews, news conference

opinion material (org's opinion rather than facts)
ex: position statements, letters to the edito

reaches large audience
free
offers credibility (third party endorsement)

most frequently used
information that is presented to the media more or less ready for use
ex: news facts sheets, interview notes

messages that are not meant to be published but are intended to interest or inform media gatekeepers
ex: media advisories, story idea memos

present an organization's opinion rather than simply the factual inforamation that is the focus of most of the precedding news tactics
ex: position statements, letters to the editor

communication opportunity in which public relations practitioners and journalist interact with each other
ex: news interviews, news conferences

personnel
equipment and facilities
material
media costs
administrative cost

competitive parity
same-as-before
percentage-of-sales
unit-of-sales
all-you-can-afford
cost-benefit analysis
what-if-not-funded
zero-based
stage-of-life-cycle
objective-based methods

hourly rates plus expenses
project fees (fixed fees)
retainer fees
performance fees

actual amount of time spent on a project, plus the amount of money spent on materials, production costs, and media

(fixed fees)
flat charges for projects

fixed monthly charges paid in advance for a predetermined level of agency availability
(lower than regualr hourly rates)

new and controversial
bills based on its success in achieving stated objectives

list each tactic and the various associated tasks, then indicates the time needed for each task, provides a map of the work that needs to be done

(program evaluation and review techique)
list task within circles, with arrows indicating how one task flows into another. lacks the calendaring aspect of the gantt chart

after-only studies
before-and-after studies
controlled before-and-after studies

implement a tactic, meassure its impact, and presume that the tactic caused the impact.

(pretest/post-test study)
observation before any public relations programming is implmented. provides a benchmark or baseline for comparing studies that will be conducted later

sophisticated. takes into account unrelated outside forces.
two sample groups drawn from the same key publics, one is the group to recieve the message, the other is a control group that does not receive the message

(placebo effect)
subjects knew that they were being observed and knew that the company was concerned about worker productivity.
explain any impact, usually short-term, through which employees are made to feel important or are aware that they are being observed

judgmental assessment
communication outputs
awareness
acceptancce
action

an evaluation made on hunches and experiences, it comes naturally. relies on personal and subjective observations such as "the boss liked it"
ex: assetments by outside pr experts offer analysis of the program

measuring communication products and their distribution. concentrates on the development and presentation of a message.

focus on documenting communication activity but it doesnt give a solid basis for measuring effectiveness

audience feedback and benchmark (baseline) studies

focus on the bottom-line issues for an organization, primarily the action sought from the key publics

honor, credit, recognition or esteem given to a person or organization.
reputation is the heart of strat comm

reporters want news
reporters are skeptical
not all repoters are alike

org wants fair treatment
org benefits from a healthy relationship w the media

1- consider planning points that relate specifically to the organization
2- consider the following points as they relate to the media audience and the org's public
3-consider objectives and strategy

While 90 percent of Americans say they support organ donation, only 52 percent of Ohioans
are registered donors. Turn sentiment into action.
thus, the “Live On. Ride
On.” campaign to motorcycle enthusiasts was born.

the aggressive goal of converting five percent of
central and southeast Ohio motorcycle enthusiasts to registered organ donors (12,250).

Public opinion is somewhat elusive and extremely difficult to measure at any given moment

Catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issues

Have positions of power and are tapped for information about specific issue related to their areas of responsibility

Have clout with peers because of some special characteristic

Try to influence them as they try to influence the public at large

Order of presentation, drawing conclusions, reiteration

beliefs about right or wrong that guide our actions

personal values,public interest, employer interest, standards of the profession

reputation, credibility,crisis,media relations