Communication Models

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Norsk Hotellhøyskole

• Communication Models
• PR Management
• PR Strategy
• 20.02.2001

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Basic Communications Model
Source
Message
Medium
Receiver
Feedback
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Communications Fundamentals

• Communicator
• Message
• Audience
• Networks
• Internal and external
• Formal and informal
• Upward/downward horizontal

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Effective Communications

• Designed for
• Situation, time, place and audience
• Specific messages
• Specific audiences
• Specific results

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Diffusion Process

• Awareness - learns about product/service
• Interest - gets more information
• Evaluation - tries it out mentally
• Trials - uses or tries a little
• Adoption - uses it and continues to use it

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Objectives

• Impact
• informational
• attitudinal
• behavioral
• Output
• distribution to uncontrolled media
• distribution to controlled media

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7 Cs of Communication

• Credibility
• Context
• Content
• Clarity

• Continuity and consistency
• Channels
• Capability of audience

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Four Models of Public Relations

• Press Agent/Publicity Model
• Public-Information Model
• Two-Way Asymmetric Model
• Two-Way Symmetric Model

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Press Agentry/Publicity Model

• Purpose Propaganda
• Communications 1-Way, Complete Truth NOT
  Important
• Model Source Receiver
• Research Little
• Example
• Used Today Athletic events, Theatre,
  Product Promotion
• Percent 15

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Public Information Model

• Purpose Spread Information
• Communications 1-Way, Complete Truth IS
  Important
• Model Source Receiver
• Research Little
• Example
• Used Today Governments, Business and
  Non-Profits
• Percent 50

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Two-Way Asymmetric Model

• Purpose Scientific Persuasion
• Communications 2-Way, Unbalanced Effects
• Model Source Receiver Feedback
• Research Formative Evaluate Attitudes
• Example
• Used Today Competitive Businesses,
  Agencies
• Percent 20

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Two-Way Symmetric Model

• Purpose Mutual Understanding
• Communications 2-Way, Balanced Efforts
• Model Group Group Feedback
• Research Formative Evaluate
  Understanding
• Example
• Used Today Regulated Businesses, PR
  Agencies, Associations
• Percent 20

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Coorientational Model
Issue
Organizations Definition and Evaluation of
Issue
Public As Definition and Evaluation of Issue
Agreement
Understanding
Congruency
Accuracy
Congruency
Organizations Perception of Public As Views
Public As Perception of Organizations Views
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PR Roles

• Communication technician
• Communications manager
• - Expert prescriber- Communication
  facilitator- Problem-solving process
  facilitator
• Media Relations
• Communications Liaison

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Organizational Environments and Roles
Low Threat
High Threat
Problem-Solving Process Facilitator
Little Change Much Change
Communication Technician
Communication Facilitator
Expert Prescriber
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Craft Public Relations (Technicians)
Propaganda
Journalism
Press Agentry Model
Public Information Model
Professional Public Relations
Symmetrical
Asymmetrical
2-Way Asymmetrical Model
2-Way Symmetrical Model
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How Roles Contribute to PR Department and
Organizational Goals

• Closed Systems Management Approach
• Press Agentry/Publicity
• Public Information Models
• Open Systems Management Approach
• Two-Way Asymmetric
• Two-Way Symmetric Models

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Key Concepts in Strategic Process

• Strategic thinking
• Strategic planning
• Goals
• Objectives
• Strategy

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Key Elements of Strategic Processes

• Environmental Scanning
• Concrete system yielding reports in understood
  language
• Stakeholder Management
• Concrete method for identifying stakeholders
• Team mapping of assumptions
• Issues Management
• Existence of policy plan with philosophy, goals,
  tactics to support strategic plan

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Strategic Planning in PR

• Defining the problem
• Planning and programming
• Taking action and communicating
• Evaluating the program

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A Public Relations Process ROPE

• Research - clients, problem, publics
• Objectives - impact, output
• Programming - theme, action, media, communication
• Evaluation - impact, output

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Research

• Client - organization, products, services
• Problem - why proactive vs reactive
• Publics/audience - identification, targeting

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Publics - Stakeholders

• Primary - relate to on an active and continuous
  basis
• Secondary - relate to on a fairly continuous
  basis
• Tertiary - occasional contact

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Major Publics

• Media
• Employee
• Member
• Community

• Government
• Investor
• Consumer
• Special

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Objectives

• Impact
• informational
• attitudinal
• behavioral
• Output
• distribution to uncontrolled media
• distribution to controlled media

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Programming

• Statement of theme and/or messages to be
  communicated
• Action or event around theme or messages
• Plan media use - controlled, uncontrolled
• Effectively communicating program

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Effective Communication

• source credibility
• message salient information
• message effective nonverbal clues
• message effective verbal clues
• channel and feedback 2-way communication

• receivers opinion leaders
• receivers group influence
• receivers selective exposure
• feedback audience participation

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Evaluation

• Monitoring and assessment of
• impact objectives
• output objectives

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4-Step PR Process (Cutlip, et al.)

• Define PR Opportunites or Problem
• Planning Programming
• Taking Action Communicating
• Evaluating the Program

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1. Defining Opportunities/Problems -- Whats
Happening Now?

• The Problem or Opportunity
• Background
• Causes
• Precedents
• Allies
• Opponents
• Neutrals
• Program goals

• Situation Analysis
• Internal Factors
• External Factors

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2. Planning Programming -- What should we do
and say, and why?

• Strategic Analysis
• Objectives
• Alternatives
• Risk-benefits
• Consequences
• Decision
• Tactics

• Significant Publics (Stakeholders)
• Public 1
• Public 2
• Public 3
• Public 4

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2. Planning Programming

• Program objectives for each public
• Vehicles, media
• Talent

• Costs
• Approvals
• Commitment
• Support
• Participation

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3. Taking Action and Communicating -- How and
when do we do and say it?

• Action Program Strategies
• Communication Program Strategies
• Message -- content, timing, repetition, follow-up
• Media -- behavioral changes
• Program Implementation Plans
• Assignment of responsibilities
• Schedule
• Budget

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4. Evaluating the Program -- How did we do?

• Results -- yardsticks
• Conclusions
• Revision
• Renewal
• Termination
• Feedback