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PBRL1010 Foundations of Public Relations,[object Object],Messaging and Public Opinion,[object Object]
What is communication? ,[object Object],Communication is a reciprocal process of exchanging signals to inform, persuade, or instruct, based on shared meanings and conditioned by the communicators’ relationship and the social context. ,[object Object],P. 197 of text,[object Object]
Communicationinvolves;senderreceivermedium ,[object Object],Sender			receiver,[object Object]
Why Then…. Does Communication Fail? ,[object Object]
Lack of Shared Meaning and Context between the sender and the receiver?,[object Object],What do you see? ,[object Object]
The Battle for Attention in a crowded message environment!,[object Object],What is he listening to?,[object Object]
Steps in process of truly communicating ,[object Object],…or informing versus simply sending a message,[object Object],Attract Attention to the communication,[object Object],Achieve acceptance of the message,[object Object],Have it interpreted as intended,[object Object],Get the message stored for later use,[object Object]
Public Opinion,[object Object],is…,[object Object],an expression of social energy that integrates individual actors into social groupings in ways that affect politico.,[object Object], the aggregate of individual attitudes or beliefs held by the adult population. ,[object Object],the complex collection of opinions of many different people and the sum of all their views. ,[object Object]
Why is public opinion important to us? ,[object Object],Organizations must deal with public opinion as they establish RELATIONSHIPS with their many internal and external publics. ,[object Object],Public opinion is an “energizer” to action,[object Object]
Mass Communication,[object Object],In public opinion formation,[object Object]
Publics ,[object Object],PR professionals can only achieve effective Mass Media if they understand and build relationships with specifically defined “target publics”,[object Object],“the general public” is of little value when thinking about successful communication,[object Object]
What is a “defined” Public,[object Object],   An Active social unit consisting of all those affected who recognize a common problem for which they can seek common solutions. ,[object Object],			John Dewey, philosopher,[object Object]
Types of Active Publics,[object Object],All issue publics ,[object Object],Apathetic publics,[object Object],Single-issue publics,[object Object],Ex.  Animal rights groups,[object Object],Hot- issue publics,[object Object],BP oil spill,[object Object]
What constitutes a “public”,[object Object],Characteristics of ACTIVE publics,[object Object],Publics result form a share issue or situation, not shared cross-situational traits. ,[object Object],Ex. Chebucto Road expansion,[object Object],Two types of publics,[object Object],Latent (inactive),[object Object],Active,[object Object],Problem recognition (are people aware?),[object Object],Constraint recognition (can I do something about it?),[object Object],Level of involvement (Am I connected to this situation?) ,[object Object]
ExerciseWhat different publics would result after the Earthquake in 2010?,[object Object],PORT-AU-PRINCE, Haiti (Jan. 19, 2010) Army Pfc. Jonathan Pflueger, assigned to the 1st Squadron, 73rd Cavalry Regiment, 82nd Airborne Division, holds his hands above a crowd of women to try to get them to sit down at a humanitarian aid distribution point in Port-au-Prince, Haiti. Units from all branches of the U.S. military are conducting humanitarian and disaster relief operations as part of Operation Unified Response after a 7.0 magnitude earthquake caused severe damage in Haiti Jan. 12. (Department of Defense photo by Fred W. Baker III),[object Object]
What about the Olympics?When it was being hosted in Vancouver what were the different publics who needed to be communicated with by the Olympic Organizers?,[object Object],The Olympic Caldron burns at the 2010 Winter Olympics in Vancouver, Canada on February 20, 2010. UPI/Brian Kersey,[object Object]
When designing messages,[object Object],A strong message shows that you ,[object Object],Know your audience,[object Object],Understand their values,[object Object],keep in mind Shared Meaning and Context between sender and receiver,[object Object],Never assume the audience thinks the way you do!,[object Object]
What is a message?,[object Object],Short (no more than one to two lines),[object Object],Sums up what you want a specific audience to remember about you,[object Object],Think..elevator door or campaign button,[object Object],Clear and focused signature line not a motherhood statement. ,[object Object],Emodi (2009),[object Object]
Messages are only effective if…,[object Object],They speak directly to the target audience in a meaningful way,[object Object],Focus on the relationship and not the product,[object Object]
Good Messages,[object Object],Are Relationship focused,[object Object],Obama  - Yes we can!,[object Object],West Jet – because owners care.,[object Object]
Maple leaf,[object Object]
Exercise,[object Object],Small groups,[object Object],Develop a message statement for one of the publics you identified for the Olympics in Vancouver. ,[object Object]
exercise,[object Object],Going back to H1N1 crisis, when NS started giving the vaccine to priority patients (pregnant women, children under 6, at risk adults).,[object Object],Draft a message that is intended for the “public” who wanted to get a vaccine immediately and were concerned for their families health.  ,[object Object],In groups,[object Object]
Wrap up,[object Object],Communication is reciprocal,[object Object],Mass communication focuses on relationship not product or service,[object Object],Communication is achieved with “strong” messages,[object Object],A “public” in terms of communication is not general public ,[object Object],Publics have a shared issue,[object Object],Publics can be Active or Latent,[object Object]
ReminderJournal,[object Object]

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Forbes donna 6107_powerpoint

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Editor's Notes

  1. If we consider this definition of communication as provided in the text the key phrase here is “reciprocal”. One cannot truly communicate without a two way exchange.
  2. To analyze the lack of communication we will start by understanding what a communication is and which the are different elements that compose it.Communication can be defined as a process that allows organisms to exchange information by several methods.We can say that the basic components of a communication are:Sender: Is the person that sends a message, and is in charge of making it reach the destination.Receiver: Is the person that receives a message, and is in charge of decodifying it.Channel: Is the medium defined for the transmition of the message.Noise: Are the external stuff that affect the message. We use this concept to envelope everything else that is not the sender, the receiver or the channel.
  3. Lets begin by understanding the factors from a PR perspective that impact our messages being received.
  4. Communication failureIn an ideal world if every component of the communication worked properly and accomplished correctly its function there would be little or no communication issues. The problem appears when we apply these concepts in a real world.There are two key issues that happen between a sender and a reciever when coding and decoding messages, the first is Lack of Shared meaningFor us this picture may illustrate 2 persons in a room with a window, whereas for people who live in Africa it may illustrate 2 persons; 1 carrying a package; and a palm behind them.Using this example we can say that every person has mental model which is composed by the culture, by his experiences, etc. By thismental model the person see the world and the reality (his reality).It is not enough that sender assures that the message reached the destination, he has also to be sure that the message was clearly understood by the receiver.
  5. The second is Mass MediaPublic Relations Communications compete in a crowded message environment. In the US alone;- More than 60,000 new titles (books) published each year. A child watches 1023 hours of TV a year there are approx 14,000 radio stations- 12,000 daily and weekly newspapers-150,000 magazines 1300 TV stationsThe first task in Communication is then to GET THE ATTENTION OF YOUR INTENDED RECIEVER!- not to mention rthe internet…YouTube, Facebook, blogs, etc…All this competes for attention.
  6. This seems simple but attracting attention is difficult when talking about PR and public opinion.
  7. The common notion of public opinion is that it simply the aggregation of individual views on some issues. Public opinion has never been more powerful, more fragmented, more volatile, and more exploited and manipulated. Public opinion polls have been a major force in guiding politics, government programs, entertainment programming, even corporate decision making.
  8. In public relations we deal with organizations and advising and managing their relationships with the various publics. Whether public opinion is “real” or “perceived” it must be considered when deciding what message to communicate.
  9. Source: text p. 203Communication affects of mass media have long been the objects of concern and study in PR practice. Concerns range form “all-powerful” to “no effect”.Walter Lippmann’s model supports more recent evidence that mass communication effect occur under specified conditions. The model show a triangular relationship between the action (includes people, places, things) , people’s perception of that action, their response based on that action and if the response causes an impact on the original scene of the action…this is where Mass media fits. For example, the earthquake in Haiti, Mass media reports, people’s perceive the Action (quake), and response based on that perception is to send aid which changes the action. Another response may be to impact government policy. This would be true in the example of early tsunami detection and alarm systems being implemented after the tsunami hit Thailand in December 2005.
  10. Sociographioc and demographic variables such as age, education and income, naturally segment society into very large groups. Add to that the many different ethnic, racial, religious, geographic , political , occupations, social, and special interest groups and the result is a group so broad that it holds little value in public relations.
  11. Grunig took Dewey’s concept a step further to say that without communicating these defined publics remain quite powerless (LATENT) , but if these publics begin to communicate they move to (ACTIVE) publics and become more powerful.
  12. Hot issue publics change and include the topics that become a widespread social conversation, usually after media exposure. Public messages must be individually tailored to fit the information needs of different publics, based on how active or passive their communication behaviour is and what are the issues of importance to them
  13. It is a common enemy, problem, or issue that unites a public. Chebucto Road in Halifax was expanded in 2008-09 which caused an ACTIVE public who opposed the widening to appear. The issues determine each publics composition, size, and range of responses. Those who meet the three criteria will determine how passive or active the communication behaviour of a public is. This is very important to understand when determining who to build relationships with when considering publics and how to communicate with them.
  14. Class discussion and list on board. Coach and then refine to active, passive.
  15. Break into small groups and ask them to identify three active and one passive group.
  16. When developing messages for your publics the best messages are strong and clearly demonstrate you understand the target audience.Reference: Emodi, B, Messaging and Public Opinion lecture, Mount Saint Vincent University, fall 2009.
  17. Think about good messages that resonate with you? Can you think of any examples?Get responses……have bit of a class discussion before moving on.
  18. You get from both these examples that its personal, it involves you.Ask class, what publics do you think Obama intending to reach with his message of yes we can? Discuss latent publics in terms of disenfranchised voters that were energized by this message who became an active public.
  19. Maple Leaf has create a simple message that sums up their food safety pledge, speaks to open dialogue with you, the consumer. No jargon.
  20. Talk to student about going back to their exercise in small group they were in.Tell them to identify the issue that would bring this public together, outline the value system of the public, clearly articulate what you (the organizers of the Olympics) needed to communicate and then draft a message.Have the teams read the messages.
  21. Reinforce messages.