Norsk Hotellhøyskole

Communication Models
PR Management
PR Strategy

20.02.2001

Peggy Simcic Brønn 1

 Basic Communications Model

Source Message Medium Receiver

Feedback

Peggy Simcic Brønn 2

 Communications
Fundamentals

 Communicator
 Message
 Audience
» Networks
– Internal and external
– Formal and informal
– Upward/downward & horizontal

Peggy Simcic Brønn 3

 Effective Communications

 Designed for:
» Situation, time, place and audience
 Specific messages
 Specific audiences
 Specific results

Peggy Simcic Brønn 4

 Diffusion Process

 Awareness - learns about

product/service
 Interest - gets more information
 Evaluation - tries it out mentally
 Trials - uses or tries a little
 Adoption - uses it and continues to use
it

Peggy Simcic Brønn 5

 Objectives

 Impact
– informational
– attitudinal
– behavioral
 Output
– distribution to uncontrolled media
– distribution to controlled media

Peggy Simcic Brønn 6

 7 C’s of Communication

 Credibility  Continuity and

 Context consistency
 Content  Channels
 Clarity  Capability of
audience

Peggy Simcic Brønn 7

 Four Models of Public
Relations

 Press Agent/Publicity Model

 Public-Information Model
 Two-Way Asymmetric Model
 Two-Way Symmetric Model

Peggy Simcic Brønn 8

 Press Agentry/Publicity Model

 Purpose: Propaganda
 Communications: 1-Way, Complete
Truth NOT Important
 Model: Source Receiver
 Research: Little
 Example:
 Used Today: Athletic events,
Theatre, Product Promotion
 Percent: 15%

Peggy Simcic Brønn 9

 Public Information Model

 Purpose: Spread Information

 Communications: 1-Way, Complete
Truth IS Important
 Model: Source Receiver
 Research: Little
 Example:
 Used Today: Governments, Business
and Non-Profits
 Percent: 50%
Peggy Simcic Brønn 10
 Two-Way Asymmetric Model

 Purpose: Scientific Persuasion

 Communications: 2-Way, Unbalanced Effects
 Model: Source Receiver Feedback
 Research: Formative; Evaluate Attitudes
 Example:
 Used Today: Competitive Businesses,
Agencies
 Percent: 20%

Peggy Simcic Brønn 11

 Two-Way Symmetric Model

 Purpose: Mutual Understanding

 Communications: 2-Way, Balanced Efforts
 Model: Group Group Feedback
 Research: Formative: Evaluate
Understanding
 Example:
 Used Today: Regulated Businesses, PR
Agencies, Associations
 Percent: 20%
Peggy Simcic Brønn 12
 Coorientational Model
Issue

Organization’s Agreement Public A’s

Definition and Definition and
Evaluation of Issue Evaluation of Issue
Understanding

Congruency Accuracy Congruency

Organization’s Public A’s

Perception of Perception of
Public A’s Views Organization’s Views

Peggy Simcic Brønn 13

 PR Roles
 Communication technician
 Communications manager
- Expert prescriber
- Communication facilitator
- Problem-solving process
facilitator
 Media
Relations
 Communications Liaison

Peggy Simcic Brønn 14

 Organizational Environments
and Roles

Low Threat High Threat

Little Communication Problem-Solving

Change Technician Process
Facilitator

Communication Expert
Much Facilitator Prescriber
Change

Peggy Simcic Brønn 15

 Craft Public Relations (Technicians)
Propaganda Journalism

Press Agentry Model Public Information Model

Professional Public Relations

Asymmetrical Symmetrical

2-Way Asymmetrical Model 2-Way Symmetrical Model

 How Roles Contribute to PR Department
and Organizational Goals

 Closed Systems Management Approach

» Press Agentry/Publicity
» Public Information Models
 Open Systems Management Approach
» Two-Way Asymmetric
» Two-Way Symmetric Models

Peggy Simcic Brønn 17

 Key Concepts in Strategic
Process

 Strategic thinking
 Strategic planning
 Goals
 Objectives
 Strategy

Peggy Simcic Brønn 18

 Key Elements of Strategic
Processes
 Environmental Scanning
» Concrete system yielding reports in understood
language
 Stakeholder Management
» Concrete method for identifying stakeholders
» Team mapping of assumptions
 Issues Management
» Existence of policy plan with philosophy, goals,
tactics to support strategic plan

Peggy Simcic Brønn 19

 Strategic Planning in PR

 Defining the problem

 Planning and programming
 Taking action and communicating
 Evaluating the program

Peggy Simcic Brønn 20

 A Public Relations Process:
ROPE

 Research - clients, problem, publics

 Objectives - impact, output
 Programming - theme, action, media,
communication
 Evaluation - impact, output

Peggy Simcic Brønn 21

 Research

 Client - organization, products, services

 Problem - why; proactive vs reactive

 Publics/audience - identification,
targeting

Peggy Simcic Brønn 22

 Publics - Stakeholders

 Primary - relate to on an active and

continuous basis
 Secondary - relate to on a fairly
continuous basis
 Tertiary - occasional contact

Peggy Simcic Brønn 23

 Major Publics

 Media  Government
 Employee  Investor
 Member  Consumer
 Community  Special

Peggy Simcic Brønn 24

 Objectives

 Impact
–informational
–attitudinal
–behavioral
 Output
–distribution to uncontrolled media
–distribution to controlled media

Peggy Simcic Brønn 25

 Programming

 Statement of theme and/or messages to

be communicated
 Action or event around theme or
messages
 Plan media use - controlled,
uncontrolled
 Effectively communicating program

Peggy Simcic Brønn 26

 Effective Communication
 source credibility  receivers: opinion
 message: salient leaders
information  receivers: group
 message: effective influence
nonverbal clues  receivers: selective
 message: effective exposure
verbal clues  feedback: audience
 channel and participation
feedback: 2-way
communication
Peggy Simcic Brønn 27
 Evaluation

 Monitoring and assessment of:

– impact objectives
– output objectives

Peggy Simcic Brønn 28

 4-Step PR Process (Cutlip, et al.)

 Define PR Opportunites or
Problem
 Planning & Programming
 Taking Action & Communicating
 Evaluating the Program

Peggy Simcic Brønn 29

 1. Defining Opportunities/Problems
-- What’s Happening Now?

 The Problem or  Situation Analysis

Opportunity » Internal Factors
» Background
» Causes » External Factors
» Precedents
» Allies
» Opponents
» Neutrals
» Program goals
Peggy Simcic Brønn 30
 2. Planning & Programming -- What
should we do and say, and why?

 Strategic Analysis  Significant

» Objectives Publics
» Alternatives (Stakeholders)
» Risk-benefits » Public #1
» Consequences » Public #2
» Decision » Public #3
» Tactics » Public #4

Peggy Simcic Brønn 31

 2. Planning & Programming

 Program  Costs
objectives for  Approvals
each public » Commitment
» Vehicles, media » Support
» Talent » Participation

Peggy Simcic Brønn 32

 3. Taking Action and Communicating --
How and when do we do and say it?

 Action Program Strategies

 Communication Program Strategies
» Message -- content, timing, repetition,
follow-up
» Media -- behavioral changes
 Program Implementation Plans
» Assignment of responsibilities
» Schedule
» Budget
Peggy Simcic Brønn 33
 4. Evaluating the Program -- How
did we do?

 Results -- yardsticks
 Conclusions
» Revision
» Renewal
» Termination
 Feedback

Peggy Simcic Brønn 34