Public Relations

A Summary of Essential Information: Chapters 1-3

A Public
“A public is any group of people tied together by some common factor. There are many such groups.”

The Public in PR Should Be Publics
Identify potential publics for your online portfolio

Internal Vs. external PR

Prioritizing publics

Calculate the PvI index of your portfolio publicsP + V = I

Ethical guidlines
One is the idea of being genuinely sensitive to the feelings and needs of others.
The other is practicing the Golden Rule: Treat others as you want to be treated by them.

If you are asked to violate your personal standards
Educate or convert those around you to your point of view.
Refuse
Request reassignment
Take the assignment---demonstrates team player, loyalty, trustworthiness---may lead to a promotion or raise.

Code of ethics pertinant to writers
Accuracy---credibility
Honest, Truth and Fairness—issue of misleading
False or Misleading information—causes people to make bad decisions

Laws are generally negative
They tell you what you can’t do. Or can?

Libel laws and Privacy issues

Copyright
What is your understanding of copyright?
How will it influence your online portfolio?

Influence of primary publics
Shared values
Adversarial groups

Persuasion or manipulation?

Opinion formation and change
Opinions, attitudes and beliefs: What is the difference?
Temporal, fleeting and unstable.
More stable and less likely to change.
Very stable and resistant to change.

The nature of persuasion
Learning process
Power process
Emotional process

Designs for persuasion
Stimulus-Response – behavior modification
Cognitive---think and reason
Motivational—change an attitude to fulfill a need
Social—background, social class and group norms
Personality – each individual is unique

Steps in the persuasion process
Presenting
Attending
Comprehending
Yielding
Retaining the New Position
Acting

Typology of the steps in persuasion
Devise a graphic for Harold Laswell’s Model of persuasion:
Who says what—a source and a message
Through what channel –a medium
To whom—a public
With what effect--- an effect

source
Credible—expertise and objectivity

message
Should you give one side or both sides?
Which side should you give first?
Should you make your conclusion explicit?
Do fear techniques work?
It is better to use emotional or factual arguments?

The medium is the message
Marshall
McLuhan

Know your public

Did the message do what you wanted it to do?

Public Relations

by Jeannette Novakovich

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