CA 218 – PUBLIC RELATIONS

Professor: Amy L Stewart, MA

March 27 Schedule

5:30 p.m.: AP Style Quiz 6 p.m.: Chapter 4 7 p.m.: Break 7:15p.m.: Chapter 5 8 p.m.: Upcoming assignments

Interview

Choosing the Right Message and Medium

(Cognitive)Dissonance Theory

People tend to seek only messages that are consonant with their attitudes; they do not seek out dissonant messages.

Four rings of defense Selective exposure Selective attention Selective perception Selective retention

Example of Cognitive Dissonance

Consider someone who buys an expensive car but discovers that it is not comfortable on long drives.

Dissonance exists between their beliefs that they have bought a good car and that a good car should be comfortable.

Dissonance could be eliminated by deciding that it does not matter since the car is mainly used for short trips (reducing the importance of the dissonant belief) or focusing on the cars strengths such as safety, appearance, handling (thereby adding more consonant beliefs).

The dissonance could also be eliminated by getting rid of the car, but this behavior is a lot harder to achieve than changing beliefs.

Understanding Cognitive Dissonance

List two things that you have cognitive dissonance about—that is, things you don’t wish to know anything about—and explain why. These things could be anything at all—horror movies,

toothpaste commercials, a type of music, a political candidate, someone else’s problems, the state of the ozone layer, etc.

1. What is the most common technique you use to avoid information about these things?

2. If you were trying to reach someone like yourself with information on these things, what approach would you try?

Elaboration Likelihood ModelPersuasive messages are transmitted and received through two different routes: •The Central Route – Used by people who think about messages extensively before becoming persuaded•The Peripheral Route – Used by those who are unable or unwilling to spend time thinking about a message.

Things to Note about ELM

Personally relevant issues are more likely to be processed on the central route; issues with little relevance take the peripheral route

Certain individuals have a need for cognitive clarity, regardless of the issue; these people will work through many of the ideas and arguments they hear and will generally use the central route.

Distraction disrupts elaboration Repetition may increase the possibility of

elaboration.

Practical Advice for the Persuader If listeners are motivated and able to

elaborate a message, rely on factual arguments

Weak arguments can backfire If listeners are unwilling to elaborate a

message you should favor the peripheral route with packaging rather than content

When using the peripheral route remember that the effects will probably be fragile

Persuasive Strategies

Identification Suggestion of Action Familiarity and Trust Clarity

Compliance Strategies

Persuasive strategies designed to gain agreement through techniques of persuasion based not on reasoned argument but on some other method of enticement. Sanction strategies – use rewards and punishments

controlled by either audience members themselves or as a result of the situation.

Appeal strategies – call upon the audience to help or come to the aid of the communicator or a third party.

Command Strategies – Direct requests, Explanation, Hints

Argument Strategies

Persuasive strategies designed to oppose another point of view and to persuade Reasoned Argument – logical argument

Motivated Sequence Imagined Q&A Message aimed at attitude change

Emotional Appeal – Using emotion techniques to persuade an audience Symbols, emotive language and entertainment Dear Sophie Video

Kristy W

Choosing the Appropriate Medium or Media

Determine Target Audience Timing Budget Which medium reaches the broadest segment of

your target audience at the lowest cost? Which medium has the highest credibility and what

does it cost? Which medium will deliver your message within the

time constraints necessary for it to be effective? Should a single medium be used or a combination

of complementary media?

Advantages and Disadvantages of Media Selections

Newspapers Magazines Radio Television Direct Mail Outdoor The Internet

Negotiating Media Buys

Negotiate rates Negotiate positioning Negotiate additional opportunities Negotiate added value

Examples of Media Pricing

Kansas City Star Glamour Magazine Facebook

Choosing the Right Medium

1. Who are your target audiences here in order of priority? Why them? Why in that order?

2. What would you like to say to them? Would you be informative? Persuasive? Combination?

3. In what form do you think they would be most likely to “listen” to what you have to say? That is to say, do you think they’re basically newspaper readers? TV watchers? Telephone chatters?

4. What medium, or combination of media, would you use to get your message out to your targets? Why these media?

5. Are there any media you wouldn’t use? Why wouldn’t you?

Media Relations and Placement

What is news?

Consequence Interest Timeliness Proximity Prominence

Working with the Media

Get to know journalists’ jobs Get to know journalists as people

Carolyn Long – KCTV5 Julius Karash – KC

Business Journal

Guidelines for Dealing with the Media

Always be honest Establish ground rules early on your

relationship Always answer a reporter’s phone calls Give media people what they want, not what

you want Don’t bombard journalists Don’t assume reporters are out to get you Don’t try to intimidate reporters Don’t plead your case or follow up on stories

Guidelines for Interviews

Keep everything on the record Provide background Know the topic Anticipate touchy questions Answer questions that are already a matter of public

record Be completely honest Answer questions directly If you don’t know the answer say so Keep it cordial, no matter what happens Look professional Offer help later if needed, and give it

Guidelines for Correcting Errors Always be as diplomatic as possible Contact the reporter immediately Remain calm and courteous If the story has already been run, ask for

a correction Ask if there’s anything you can do in the

future to prevent this sort of thing from happening again

Judging Newsworthiness

Which of the following happenings would most likely be considered newsworthy by your local newspaper? Explain why or why not. If it’s not already, how could you make each happening more newsworthy?

1. Your company’s annual picnic (date and place, etc.) 2. The promotion of your company’s vice president of

engineering to senior vice president of research and development.

3. The death of one of your company’s longtime employees. 4. Your company’s quarterly earnings statement. 5. The wedding of your corporate CEO. 6. The latest information on your company’s newest

product.

Media Directories

Bacon’s PR and Media Information Systems Editor & Publisher Standard Rate and Data Services

Media Lists

Getting your Message to the Media Broadcast Cover Letter Press Kits

NASA - The Final Flight of Discovery PPG Aerospace What items might you include in a press kit

for an announcement of a new product?

Upcoming Assignments

Interview Determine interviewee and alternate Draft 5-10 interview questions Contact interviewee and set-up time for

interview Conduct a 15-20 minute interview Write 2 page summary of interview. Include

quotes. Read through Chapter 6