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COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion

<< PERSUASION & COMMUNICATION THEORIES:Message Orientation
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Fundamentals of Public Relations ­MCM 401
VU
Lesson 36
COMMUNICATION CONCEPTS & THEORIES
Overview
In order to communicate more effectively and positively it is essential that the students should understand
the communication concepts and theories guiding them. In this context consumer behavior is very critical
and needs careful monitoring. In this lecture we will explain the principles and necessary actions to
implement them and monitor them, .we will once again explain the importance of research in these theories
and concepts.
8 Principles Apply To Consumer Behavior
1.
Unpleasant appeals can be learned as readily as pleasant ones.
2.
Appeals made over a period of time are more effective.
3.
Unique messages are better remembered.
4.
It is easier to recognize an appeal than to recall it.
5.
Knowledge of results increases learning of a message
6.
Repetition is more effective when related to satisfaction.
7.
Messages are easier to learn when they do not interfere with earlier habits.
8.
Learning a new pattern of behavior can interfere with remembering something else.
Research and Persuasion
Research Critical --
It should be understood that research is always very critical in all areas of public relations.
Firstly --
How to collect data.. Whether yourself-In-house ­ OR ­ buy research services.
According to Earl Babbie --
FIVE practices which should be safeguarded in a research study.
·Ensuring
voluntary participation of all subjects, including employees when the research is of internal
publics.
·Preventing harm to the subjects, either psychologically or through analysis & reporting.
·Protecting participants through anonymity &/or confidentiality, the latter occurring
when researcher
identifies participant but does not reveal information.
·Avoiding deceiving participants something not always possible but highly desirable.
·Reporting & analyzing results fairly & accurately so others are not misled by the findings.
Secondly
Research involves actual accumulation & storage of information.
Thirdly
As to how research information is used.
How Are PR Practitioners Hampered In Their Efforts To Influence Management?
·Lack of access to management.
·Restraints on information collection.
·Roadblocks to dissemination of timely accurate information.
·A narrow definition of the role of public relations.
Public Relations Responsibility
"Corruption Of Judgment"
Dispute is not over facts.
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Fundamentals of Public Relations ­MCM 401
VU
·It is in the interpretation of facts.
·And it is over conflicting value systems.
In Fact The Best Course Is
Return to the following formula for socially responsible PR decision making
·Who are the Publics?
·What are the interests of each in the decision or situation?
·How will an institution's policy or action affect each of these publics?
·What social values are involved?
·What values are in conflict?
·What will the effects be?
·Can the effects be defended?
SO consequently
If the PR person who loses public's perspective in fact foregoes public responsibility & has become the
"persuaded"  rather than the "persuader".
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING