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Chapter 5 Public Opinion and Persuasion (6 steps in persuasion process…
Chapter 5
Public Opinion and Persuasion
Types of Publics
External
Internal
3 reasons for defining publics
wrong information sent
duplicate information sent
wrong individuals targeted
5 factors influencing public opinion
race
cultural
educational
religion
familial
2 ways can be used monitor public opinion
personal contacts
media reports
6 steps in persuasion process
attending
comprehending
presenting
yielding
retaining
acting
5 factors in persuasive communication
audience analysis
audience participation
suggestion for action
clarity of message
timing and context
5 publics for
Insurance company
Educational institution
5 ethics in persuasion
dont use emotional appeals that lack supporting evidence
dont represent yourself as an expert
on a subject when you arent
dont use irrelevant appeals to divert attention
dont intentionally use unsupported reasong
dont use false evidence to support arguments
Chapter 6
Public Relation Process
4 stages in PR process
evaluating the programme
taking action and communicating
planning and programming
defining the problem
Types of research
informal research (qualitative)
formal research (quantitative)
Importance of PR research
to define audience and segment publics
to prevent from wasting time, effort and money in implenting any program that not readily solved by extensive pr programs
to collect and convey accurate information
to create a good public relations plan
to prevent crisis
Categories of PR research
communication audits
evaluations research
public relations audits
gate-keeping research
social audits
2 importance of planning PR process
to estimate the working hours and other costs involved
to set targets for public relations overall operations
Steps in planning and programming
media selection
identify audience or public
budget
schedule
identify objectives
define problem
evaluation
Elements in communication
message
channel
the source or sender
receiver
feedback
5 methods of assessment can be used
to evaluate PR program
interviews or questionnaires
news monitoring
unobtrusive indicators
opinion poll
publicity
Chapter 7
Publicity and Media Relations
5 main areas of Corporate PR
financial public relations
government relations
consumer relations
community relations
employee relations
4 types of image
current image
corporate image
mirror image
wish image
6 form of corporate identity
trade character
logo
corporate building
corporate name
house colour
promotional items
5 steps in issues management process
analyse the issues
display various strategic option
identifying the issues
implement an action program
evaluate its program
3 types of crisis
sustained crisis
emerging crisis
immediate crisis
3 warning signs
about impending crisis
falling under close media or government scrutiny
damaging a company's bottom line in any way
escalating the intensity
Chapter 8
Public Relations in Business and Industry
5 forms of publicity tools
media interview/talk show
press/new conferences
participation
special events/publicity stunts/press tours
information releases
5 main media categories
magazines
radio
newsletters
tv
newspaper
4 rules of good media relations
give service
dont ask for kills
shoot straight
dont flood the media
5 characteristics of spokeperson
understand organisation's overall objectives and strategies
ability to tell what they know
knowledge the topic discuss with reporter
confidence of top management
desire to do interview
5 ways of handling a news conference
what reporter wants from the interview
what information you provided reporter
type of story reporter working on
advice on handling media interviews
date, time, place and expected length of interview