PRAD 255 - Module 5 - Communication - Part 1


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Slide 1

Communication: Implementing the PR plan (PARt 1) Matt Ragas Principles of Public Relations

Slide 2

Remember the RACE Model? Research Action Communication Evaluation After completing your Planning (“Action”), the next step in the PR process is Communication (the most visible part of the RACE model) Communication = the Execution phase

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Integrated public relations media model (a comparison by Kirk Hallahan) Reach High Reach Low High Involvement Low Involvement

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Integrated publics relations model (continued) This model shows us that there are trade-offs in reach, cost, involvement, usage, etc. There is no one magic communication tactic that “does it all”! Rather a mix of tactics working in conjunction are needed to achieve campaign objectives Informational objectives (exposure/awareness) use mass media tactics (often publicity and ads) Motivational objectives (attitude/behaviors) use two-way communication (some interactive, Web, events/groups, particularly one-on-one)

Slide 5

Amazon fires up the tablet market

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Integrated PR media model example: Amazon Kindle Fire launch Is each tactic better at achieving an informational objective (awareness) or motivational objective (attitude/behavior)? Newspaper ad Launch event with media Demo video of Kindle Kindle website Kindle news release Review of Kindle

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Classic model of communication by David Berlo: five main factors Who says what, in which channel, to whom, with what effect? -- Harold Lasswell

Slide 8

Two theoretical perspectives relevant to developing communication campaigns Media uses and gratifications theory: Audiences use media messages to achieve different gratifications/fulfillment (e.g. entertainment, decision making, surveillance, reinforcement) Must tailor our PR messages to meet these needs Situational theory of publics: Passive audiences pay attention to messages only for entertainment and diversion. Active audiences actively seek information, exert more effort on processing info Learn if your audience is likely more passive or active

Summary: PRAD 255 - Module 5 - Communication - Part 1 (Matt Ragas)

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