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Organisational Listening - Coggle Diagram
Organisational Listening
Public Relations
Connotations (Bowen, 2003)
- Negative connotations of field
- Persist among those outside discipline/among journalists
- PR as not associated w.
- Common misconception that good w. people, not good w. data
PR Not Associated w.
- Effort
- Specific skills
- Being good w. people & doing good for people
Propaganda (Oxford Dictionary)
- Info, especially of biased/misleading nature
- Used to promote political cause/point of view
Public Relations (Chartered Institute of Public Relations)
- PR about reputation
- Result of what do, what say, & what others say about you
- Discipline that looks after reputation
- Aim of earning understanding & support
- Aim of influencing opinion & behaviour
- Planned & sustained effort to establish & maintain goodwill & mutual understanding
- Between organisation & its publics
Example: Publics
- General public
- Customers
- Consumers
- Employees
- Expert organisations
- Local government
- Government
- Communities
Publics Not Necessarily Share
- Location
- Gender
- Race
- Religion
- Age
Model of PR (James)
- Stages of development of PR
Models
- Press agent/publicity
- Public information
- Two-way asymmetric
- Two-way symmetric model
Press Agent/Publicity Model
- No such thing as bad publicity
- Purpose is propaganda w. no consideration of right & wrong
- Complete truth not essential
- Invent press agents in company to communicate w. press
- To elicit support by organisation
Example: Industries Using Model
- Sports
- Theatre
- About artistic freedom & PR is informing publics
- Product promotion
Public Information Model
- Purpose is dissemination of info
- But one way dissemination of listening
- There is something & we don't care what you think about it
Example: Industries Using Model
Two-Way Asymmetric Model
- Purpose is scientific persuasion
- Practiced by 60% of companies
- Company want some feedback but company more powerful & in control
- Take some insights but not all as ultimate purpose is still to make money
Example: Industries Using Model
Two-Way Symmetric Model
- Purpose is mutual understanding
- Take all feedback, confirm is not manipulation, & if overwhelmingly in support of certain thing can get own way
- But requires needing to take the initiative
Example: Industries Using Model
- Regulated businesses
- Agencies
- Universities
PR on Psychological Level of Analysis
- Facilitation of building socially sensitive & contextually relevant knowledge
- For individuals
- For members of diff publics & organisations engaging into dialogue w. individuals
Public Relations
- Present in range of scenarios
- If relationships & viewpoints present in decision, then is PR matter
- Build relationships & change attitudes
- Not immediate
- Mediated by media
- About group not individual
- About changing attitude at no cost to company
- Fundamental concept is the truth not money
- Cost is mediated & paid promotions have to be declared
- Has risk of + or - review (cannot expect favouritism)
- About doing good things & letting relationships communicate achievement
History of Advertising
- Used to be more word-based
History of PR (Benes)
- Inspired by Freud & psychology as a new discipline
- In order to change how people think must understand their attitudes
- Approached by American tobacco business
- Change how women viewed cigarettes as were frowned on if did in public
- Benes approached women to persuade them to smoke cigarettes as manifestation of their freedom
Impact
- Doctors prescribed cigarettes for years after campaign
- Benes wrote first book on propaganda & PR
- Renames propaganda as principle of persuasion as PR after reputation of propaganda fell
- Select people should be trained & only they can be responsible for changing thought
History of Propaganda
- Came from church as way to share faith
- Started as roman catholic church movement to propogate roman catholic thought
- Propaganda means systematic persuasion of people
When Propaganda a problem
- When persuasion of people is combined w. ethics
- Persuaded to do something at cost of something else
- Issues may be created by someone in PR
- Becomes problematic when the persuasion becomes unethical
Example: Barnum
- Entrepreneur that
- Wrote letters to local news writing as a concerned/supportive citizen about the circus arrival
-
Example: Island Caretaker
- Made job & told media influencers about activities
- Media influencers publish & provide free advertising
- Goal to tell people can go on holiday to that location
Example: Koenigsegg
- Advertisement was showy & expensive for the company to produce
- Top Gear was review & less expensive for company to produce
- Brand known to Clarkson & producers & they genuinely want to try it
- Only cost to company is delivery of car
Attitude Change
- Key element of persuasion element based on long-term attitude change
- Need motivation & effort
- For that need information
Crash of Car
- Review pointed to deficiencies in car
- Needed spoiler to increase handling & communicated that to Top Gear
- Koenigsegg responded to add wing
- New review w. wing
What the Difference is Between PR & Advertising
- PR is communication
- Relationship based on trust
- Shows they are a company that will listen & take on feedback
Influencer Marketing
- Paid for favourable reviews
- Law catch up w. that
- Should declare 'paid' is paid for
- As if not paid is PR
Public Communication
Public Communication (MacNamara, 2015)
- Advertising & marketing communication
- Political communication
- Government communication
- Organisational communication
- Corporate communication
- Public relation
- Customer relations
- Public affairs
- Community relations
Analysis
- First step is analysis
- What issue is/whether to make new issue
- Understand situation
- Where are now
- What is problem
- What are issues
- Understand why do what we do
Sources of Info
- Feedback
- Readability test
- Pre-test
- Case studies
- Academic papers
- Feedback
- Interviews
- Focus groups
- Observations
- Secondary data
- Advisory groups
- Chat rooms & online fora
- Databases
Consideration
- Types of sources use impact credibility
- Biases inherently present in AI models
Gather the...
- Free 5 searches tool about topic/company
- Help gather questions gathered online by people
- See what ways the topic is generating interest
Big Picture/Context
- Micro level about individual interaction
- Middle level about how group interaction
- Macro level about implications of company on society as whole
Example: Issues Affecting
- Technology/internet/social media
- Diversity
- Demographic changes
- Globalisation
-
Social Psychology
Definition (Cambridge Dictionary)
- Branch of psych that specialises in studying processes of social interaction among humans
- Ways thoughts, feelings, & beliefs of individual affected by real/imagined presence of others
- Study of human behaviour in its social context
Topics of Study
- Attitudes
- Affiliation
- Mass communication
- Compliance
- Conformity
- Cross-cultural issues
- Authority
- Social roles & status
- Interpersonal attraction
- Group processes
- Social attribution
- Altruism
- Nonverbal communication
Issue w. Modern Day & PR
- Persuasion linked w. manipulation
- Leave psych beside & individual level of analysis not explored properly
History of Social Psychology in Public Relations
- Benet: Use psychology to manipulate masses
- WW: Psychology as persuasion
- One-sided asymmetrical communication
Social Psychology & Public Relations (Ihlen and Verhoven, 2012)
- What public relations does in, to, & for
- Organisations
- Publics
- Public arena
- Society
- Individuals
Psychology Research Ethical Principles
- Respect
- Competence
- Responsibility
- Integrity
Gender Stereotypes & Organisational Listening (Grau & Zotos, 2016)
- Portrayed as objects, sexualised, & depicted in more traditional & stereotypical roles
Study: Meta Analysis (Eisend, 2010)
- A:
- R: Objectification of women directly impacts women in advertising
Impact
- 4x less likely to have speaking role in advertisements
- 3x more likely to be portrayed as object
- 3.5x more likely to be depicted in domestic environments
- 2x more likely to appear w. domestic products
- More likely to be younger and submissive
- Men more likely to be older & more authoritarian
Bechdel Test
- 2 women not talking about men rare
- Important in showing attitude toward women
Unilever
- Owned two brands w. opposite advertising & campaigns in 2000s
- 2016 new CMO recognised objectification & changed it
- But took decades, discussion, & conviction
Axe
- Advertisements objectifying women
- One of most successful campaaings
Dove Real Women Campaign
- Took responses from women
- About how women portrayed
- Started campaign revolutionised way women protrayed
Study: Impact of Objectification (Chmiel)
- M: Series of studies
- R: When see women objectified change view on stereotyped role
- Objectified women see typical role as
- Non-objectified women see typical role as working & managing responsibilities
Impact
- Since 2020 see improvement in presentation of women
- Social conscious of info
- Diverse sources of info & take into account considerations & viewpoints PR psychologists can be counsel to advertisers
Gillette Campaign
- Socialisation theory to form campaign
- Change how to think of social level need psych
- Backlash in US that boys should be boys