PR Communication

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PR Communication

  1. 1. Step 3: PR Communication
  2. 2. R.A.C.E Basics <ul><li>R: Research </li></ul><ul><li>A: Action or Planning </li></ul><ul><li>C: Communication </li></ul><ul><li>E: Evaluation or Measurement </li></ul>
  3. 3. C: Communication <ul><li>Communication deals with crafting a message and making the message appealing to specific publics. </li></ul>
  4. 4. It’s A Process <ul><li>Means by which objectives are achieved </li></ul><ul><li>Include strategies and tactics </li></ul>
  5. 5. OLD Communication vs. NEW <ul><li>Secure positive press vs. effective media for the message </li></ul>
  6. 7. 5 Key Objectives of Communication <ul><li>Exposure </li></ul><ul><li>Dissemination </li></ul><ul><li>Acceptance </li></ul><ul><li>Attitude adjustment </li></ul><ul><li>Behavior change </li></ul>
  7. 8. Controlled vs. Uncontrolled <ul><li>Is your message passing through gatekeepers? </li></ul><ul><li>Does your message retain original tone or theme? </li></ul>
  8. 9. >2. Dissemination <ul><li>Make sure the audience receives the message </li></ul>
  9. 12. >3. Acceptance <ul><li>dissemination </li></ul><ul><li>publication </li></ul><ul><li>absorption </li></ul><ul><li>action </li></ul>
  10. 13. Communicator <ul><li>Inform </li></ul><ul><li>& </li></ul><ul><li>persuade </li></ul><ul><li>Entertained </li></ul><ul><li>& </li></ul><ul><li>alerted </li></ul>Audience
  11. 14. Active or Passive Short, to the point, informative Fun,flashy,entertainment
  12. 15. Message Comprehension <ul><li>Avoid jargon </li></ul><ul><li>Use symbols </li></ul><ul><li>Create a slogan </li></ul><ul><li>Use simple words </li></ul><ul><li>Avoid hype words, clichés, euphemisms, doublespeak </li></ul><ul><li>Use politically correct language </li></ul>
  13. 16. Message Credibility <ul><li>“ Actions speak louder than words.” </li></ul>REPEAT, repeat, REPEAT, repeat, REPEAT
  14. 17. >4 Change in Attitude <ul><li>Rates of Adoption: </li></ul><ul><li>- Innovators </li></ul><ul><li>- Early Adopter </li></ul><ul><li>- Early Majority </li></ul><ul><li>- Late Majority </li></ul><ul><li>- Laggards </li></ul>
  15. 18. Credits Andrea Genevieve Michnik Intro to PR St. Edwards University- Spring 2011 E-mail: [email_address] . edwards . edu @AndreaGenevieve All photos protected under Flickr Creative Commons

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