This document provides an overview of public relations and communication basics. It discusses the key elements of communication including sender, message, medium, and receiver. It defines public relations as managing an organization's image and reputation by fulfilling public needs. Several theories of media effects are described, ranging from the hypodermic needle theory of high influence to limited effects theories. Framing and its role in shaping discussions is also covered. Strategies for communicating with active versus passive audiences are discussed, including using the M-A-O model to motivate, enable ability, and provide opportunities for action.

1. PR & Media
Communication Basics
PhD. Oana BARBU
Communication Strategist
Part-time Lecturer at West Univrsity of Timisoara
Communication Director – Rugby Club Timisoara
Social Media Specialist at SymplySocial Inc.
Owner of www.oanabarbu.com

2. 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

3. There is a reason why we have two ears
and one mouth – we must listen twice as
much as we speak.

4. What are Public Relations?
 Public needs
 Organization  image (a projected identity)
 PR = manage image and reputation by
fulfilling a public’s needs!
HOW?

5.  “Thisis who we are;
 What we think about ourselves;
 What we want to do; and
 Why we deserve your support.”

6. PR’s role?
 Management and counseling function
 Enables organizations to build and maintain
relationships
 Through an understanding of audience attitudes,
opinions and values
 Planned, deliberate and two-way
 Conscience of organization
 Overseer of reputation
 Relationship management

7.  Determine what people need (and want)
and give it to them.

8. Persuasion vs. Manipulation
 Whatdo you think is the difference between
persuasion vs. manipulation?

9. 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”

10. 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

11. 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

12. A. 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

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

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

17. 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”
 Other brands?

18. The friendly-PR
 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

19. 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

20. Decision-making Process
 Exists
on a continuum
 Depends on:
 The information itself
 Personal psyche or disposition
 Socio-cultural context

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

22. 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

23. 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

24. 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

25. Examples of framing
 Apple Computer makes a “comeback” with
the introduction of iPad
 The war on Iraq is a “war on terrorism”
A movie’s success is discussed in terms of
opening weekend box-office numbers

26. SO, what are PR?
The practice of managing the flow of information between
an individual or an organization and the public.
 provides an organization or individual exposure to their
audiences
 using topics of public interest and news items
The aim of public relations
 to persuade the public, investors, partners, employees, and
other stakeholders to maintain a certain point of view about
it, its leadership, products, or of political decisions.
Common activities
 Events and campaigns, conferences, CSR, winning
industry awards, working with the press, and employee
communication.

27. Perceptions of Reality – how
does PR WORK?
 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”

28. 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

29. 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

30. PR communication strategies

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

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

33. 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?

34. Application of Theory
 Asa PR professional, your goal is to
persuade and communicate an
organizational image
 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

35. Strategy for an inactive public?

36. M-A-O Model
 Usethe M-A-O model to lure a passive
audience into action
 Motivation
 Ability
 Opportunity

37. 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

38. 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
 Talk their… slang!

39. Opportunity
 Structure the message for optimal processing
 Repetition
 Create an environment where message is most
likely to be heard
 Keep it interesting
 Don’t stop the message. Don’t stop texting. Don’t
stop giving information.

40. 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

41. EXAMPLE
 Motivate: make 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