Public Relations Theory

PR Theory Basics PR 313 Brett Atwood

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

Persuasion vs. Manipulation
What do you think the difference is between persuasion vs. manipulation?

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”

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

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

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

Two-Step Flow Theory
Media messages observed, analyzed, interpreted and passed on by opinion leaders
The mass public gets information via these tastemakers
Opinions are formed
Perceptions are created
Knowledge is gained (or repressed)

Opinion Leaders
Opinion leaders serve as a powerful conduit in the flow of information
Opinion leaders may have more direct access to the media and/or a better media literacy than the masses
They have credibility with individuals that the mass media may lack
Political candidates
Celebrities
Community or religious leaders
Teachers
“ Media analysts”
Journalists

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”

Example
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

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

Decision-making Process
Exists on a continuum
Depends on:
The information itself
Personal psyche or disposition

Decision-making Process
Some key factors:
Socio-economic status (class)
Religion
Gender
Intra-familial status

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

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

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

Examples
Apple Computer makes a “comeback” with the introduction of iMac
The war on Iraq is a “war on terrorism”
A movie’s success is discussed in terms of opening weekend box-office numbers
Katie Couric’s new anchor role at CBS is discussed in the context of her gender

Agenda Setting
The pattern of news coverage of a particular topic helps to determine what the public perceives as important
In other words, the media sets the agenda

Perceptions of Reality
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”

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

Cognitive Dissonance
A message will not be believed if it is contrary to the predispositions of the receiver
To combat this, a PR writer must introduce new information that says it is OK to change
This may take the form of a credible spokesperson

Power of the Media: TV vs. “Reality”
What happens when TV’s portrayal is wrong
Do we learn incorrect information or do we know better?
Example:
“ Summer of the Shark” coverage
Violent crime coverage

Cultivation Theory
The more that a person is exposed to media, the more likely that person’s construction of social reality will be more like that in the media and less like reality

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

Diffusion and Adoption
Five steps to acquiring new ideas
1. Awareness
2. Interest
3. Trial
4. Evaluation
5. Adoption

Diffusion and Adoption
In PR, the first two stages (awareness and interest) are most relevant

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?

Application of Theory
As a PR professional, your goal is to persuade
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

M-A-O Model
Use the M-A-O model to lure a passive audience into action
Motivation
Ability
Opportunity

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

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

Opportunity
Structure the message for optimal processing
Repetition
Create an environment where message is most likely to be heard
Keep it interesting

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

EXAMPLE
Progressive has a campaign to motivate 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

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Public Relations Theory

by Brett Atwood

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