Chapter 7 Action & Communication

Chapter 7 Action & Communication

1. PR in action

   • Influencing Management decisions
   • Diffusing Information
     • Selecting a target audience
       • Primary Public Intervening Pub Moderating Pub Latent Public Active Public
     • The Diffusion process
       • Critical Paths
         • Awareness Interest Evaluation Trials Adoption
       • Channels of Influence
         • 1. Mass Media 2.Biased intermediaries 3.Unbiased 3rd parties 4. Significant others 5.Personal experience
   • Facilitating the Adoption Process
     • Pressure and special interest group
     • Stakeholder Analysis
       • Internal Stakeholder (employee & shareholders)
       • Residence Stakeholder (consumer, minorities, volunteer)
       • Business Stakeholder (Dependent on telemarketing, small & large business)
       • Other Stakeholder
   • Designing the PR Matrix

2. The Practitioner as Communicator

   • Social media and Buzz
     • Guidelines
       • Create a dialog
       • 2. Information Useful
       • 3. Focus on the generation of return
       • 4. Develop an intuitive case to the interface
       • 5. Conservation of visitors should have priority
     • Audiences
     • Timming
     • Budgets
   • Media Selection
     • Controlled (internal pub, direct mail, posters & advertising)
     • Uncontrolled (someone else makes the decision, papers, tV, radio)
   • Principles of Effective Writing
     • Packaging Ideas
     • Pyramid Power

3. How to be heard

   • 4 Basic Stages
     • 1. Attention (Selective Attention) Public which an organization needs to communicate attention to only a few messages that they are bombarded with daily)
     • 2. Understanding (Selective Perception) If the message is understood. )
     • 3. Retention & 4. Action (Selective Retention and Action) A message may be attended and understood, but it still be retained in order to be acted upon)