ZeePedia

PERSUASION & COMMUNICATION THEORIES:Message Orientation

<< PROBLEMS SOLVING STRATEGIES:Communicate results
COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion >>
img
Fundamentals of Public Relations ­MCM 401
VU
Lesson 35
PERSUASION & COMMUNICATION THEORIES
Overview
Basically while improving upon the definition of public relations the word mutual understanding between
the organization and its publics was rethought and defined to be persuasion for better understanding and
the philosophy pertaining to the persuasion and communication theories in the modern perspective.
Main Definitions Of Public Relations
·"It is a planned & sustained effort to establish & maintain
Mutual understanding between an organization & its publics."
·"It is a phenomenon & necessity of our times."
--- Edward Bernays
·Word Persuasion would be better than mutual understanding.
Quentin Bell
Public Opinion is the collective opinion of groups of people.
2 things sure about public opinion:
·It will change
·Those who hold an opinion were somehow persuaded to think as they do.
PERSUASION & COMMUNICATION THEORIES
2 Theoretical Model of PR Practice
Communication Model
Medium
Decoding
Sender
encoding
Audience
Response
message
FEED BACK
Behavioral Model
Awareness
Latent
Triggering Behavior
readiness
event
Persuasive Strategies Based On 3 Elements
Media Orientation
Whom to tell ­ How to tell
What Media to communicate
85
img
Fundamentals of Public Relations ­MCM 401
VU
( Choice of medium is very critical. It must be believable e.g. Television
Which is highly credible with mass penetration?
Message Orientation
1. Actually message must be evaluated.
2. To be effective persuasive appeals must combine the rational & the emotional.
3. To be persuasive, a message has to present something of value to the target public.
4. Must be compatible with that public's motives.
·Source Orientation.
1.
Source of information has big effect on persuasion.
2.
People tend to believe sources that are like them, like they want to be , or like they perceive
themselves to be.
3.
Research has suggested that source credentials may not matter as much as a message's plausibility &
message quality.
Propaganda & Persuasion Appeals
Some misleading propaganda devices.
1.
Name Calling.
Positive or negative.
2.
Glittering Generalities.
Throngs of greeters. Enthusiastic crowds
3.
Transfer.
Famous person's aura is transferred to less known persons.
4.
Testimonial.
Actual endorsement - not transfer.
5.
Card stacking.
Telling one side of story.
6.
Emotional stereotypes.
All kinds of images are so designed like "good Pakistani", "housewife", "foreigner" etc.
7.
Illicit Silence.
Basically holding information that would correct a false impression.
Persuasion & Communication Theories
There are 5 important elements
--- Robert Cialdini.
1.
Consistency
2.
Reciprocity
3.
Social validation
4.
Authority
5.
Scarcity
Based on the above 5 elements there are 4 principles of persuasion to be kept in mind--
Earl Newman
(Built on concept of personal identification with an idea or a problem).
1.
Identification.
2.
Suggestion of action.
3.
Familiarity & Trust.
4.
Clarity.
86
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