DA010 - Professional Diploma in Public Relations - COMM6005EP Public Relations Presentation and Communication Skills (2011/10) Lecture 5 Communication PlanningDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
Table of Content• Planning communications under a 6-stop models• Practice non-verbals• Choosing your words: – 10 rules in effective language
Communications Planning• Every piece of communication tool a PR practitioner produces should be done in conveying a message, including news release, speech, video, event, survey, award….even down to the souvenir Class discussion: Class discussion: How do you decide How do you decide what message to what message to convey? Who gives convey? Who gives you the instruction? you the instruction?
Step 1 - Identify your objectives• Ask yourself the following types of questions: – What do I want to achieve? – What do I want the receiver to be able to do or think as a result of my communication? – In what ways am I trying to influence them?
Step 2 - Identify the recipients• Who needs to know what you are communicating? – Who absolutely must be informed? – Who also needs to know? – Whom it would be courteous to keep informed? – Who do you think the message will be forwarded to?
Step 3 - Choose the method or channel of communication• The method or channel must be suitable for the purpose. Face to face, telephone, report or email are the main considerations.• If the wrong approach is taken then communication can be misunderstood or breakdown completely.• Choosing an obvious channel or method may not be straightforward and may need consideration depending upon who you are communicating to eg. customers, senior management, colleagues.
Step 3 - Choose the method or channel of communication
Step 3 - Choose the method or channel of communication
What medium would you choose?• If you want to communicate with: – Successful business leaders – Post 80s young people – Pregnant women – Investors – Politicians – House wives
Step 4 - Match the message to the recipient• You can only communicate well when: – you have an accurate profile of the recipient of the message – you convey your understanding to the recipient in the way you communicate.• Pre-test your message “It’s not what you want to tell them, it’s what they can hear.”
Step 5 - Get feedback• True communication involves a complete loop between sender and recipient.• Before moving forward to develop materials or activities, we urge you to pretest your messages with your intended audiences to determine if they are persuasive.• How? – Surveys – Focus Group – Brainstorming – Or simply ask few people in the target groups
Step 6 – Develop Action Plan• Purpose: To determine where, when, and how each task will be done to successfully implement your communication plan.• Your action plan can be as simple or as complex as your needs require, but at least: – A listing of major activities, tasks, and subtasks – The target date for completing each task – The person responsible for ensuring each task is completed.
Non-Verbal Communication• Definition: – It involves those nonverbal stimuli in a communication setting that are generated by both the speaker and his or her use of the environment and that have potential message value for the listener. – Basically it is sending and receiving messages in a variety of ways without the use of words.
Why is non-verbal communication important?• Used to repeat the verbal message• Often used to accent a verbal message• Often complement the verbal message• Regulate interactions• May substitute for the verbal message
Cultural Differences in Non- verbal Communication• General Appearance and Dress• Body Movement• Posture – Bowing must be done right (Japan) – No hands in pocket (Turkey) – No hand shake to women (Arab)• Eye contact – Arabic cultures make prolonged eye-contact. – Japan: avoid eye-contact to show respect
Cultural Differences in Non- verbal CommunicationTouching – it’s culturally determined.• Most African Americans touch on greeting but are annoyed if touched on the head• Islamic and Hindu: typically don’t touch with the left hand as it is a social insult.• Islamic cultures generally don’t approve of any touching between genders.• Many Asians don’t touch the head
10 Rules of Effective Language1. Simplicity: Use small words – PR communication is about trying to impress people with your wealth of vocab. – It’s about getting your message across2. Brevity: Use short sentences – Better than a Post-it note – Less complex than a poem – Just somewhere in between depending on your audience
10 Rules of Effective Language3. Credibility is as important as philosophy – Hillary Clinton never did the voice for her ads. She always had someone else talking about her. That just didn’t resonate with people because they wanted to hear what she had to say. – Barack Obama did exactly the opposite. All his ads featured him, and they had a much greater impact.
10 Rules of Effective Language4. Consistency matters – People can get confused if you start mixing metric and imperial system. – When you start listing items, remember that you should never lose count or miscount5. Novelty: Offer something new – When doing PR presentations, you want to catch the media’s attention. They are more likely to carry the novelty words or phrases
Use novelty - Example• Do you remember the title or the sub-title better? Title Sub-Title
10 Rules of Effective Language6. Sound and texture matter – Oil companies rarely use the word “drill” on their websites. Instead, the word “explore” has become popular. – What’s the difference?7. Speak aspirationally – Unless you are Nelson Mendella, nobody is going to listen to your monotonic speeches
10 Rules of Effective Language8. Visualize – Use it carefully. You don’t want people start focusing on the screen over your words – Generally, illustrations, graphs and tables are better presented using visual aids9. Ask a question – Rhetorical questions will make the audience murmur to themselves to arrive at the message you want to deliver. – Instead of you declaring to them, they declare to themselves
Ask a question - Example• Start off by asking “Are you better off today than your parents were at your age?”• Then follow-up by asking “Are your kids going to better off when they reach your age?”• The answer to the first one is yes; the answer to the second one is likely to be no• It’s much better than a boring lecture on the generation Y problems, wealth poverty gap, education system, etc…….
10 Rules of Effective Language10. Provide context and explain relevance – If I simply list down these 10 rules without any context or examples, how much can you understand? – This is why you are coming to listen to lectures instead of self study at home.
Assignment 2• Interview skills – In pairs. There will be 2 interviews – The first interview will be student A acting as reporter and student B acting as interviewee – Their roles will reverse in the second interview – You pick the topic (approval from instructor required) – You will come up with a list of questions for your interviewee (part of your assessment – to be submitted one week prior to the interview) – Both interviews will be on video – Students will then be asked to cross-criticize
Assignment 2• Topics – by 7th lecture• Initial questions – by 8th lecture• Revised questions – by 9th lecture• Presentation – 10th lecture• Judging criteria: – Quality of questions – Interview skills – Are you getting your core message across?