This document provides an overview of the schedule and topics for a public relations course. The March 27th schedule includes an AP style quiz, chapters on message and medium, cognitive dissonance theory, and upcoming assignments. It discusses techniques for choosing the right message and medium, understanding cognitive dissonance, and the elaboration likelihood model for persuasion. Examples are provided for cognitive dissonance and choosing an appropriate medium. The document also covers guidelines for working with the media, conducting interviews, correcting errors, and judging newsworthiness. Upcoming assignments include conducting an interview and reading the next chapter.
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CA 218 – Public Relations Class 2
1. CA 218 – PUBLIC
RELATIONS
Professor: Amy L Stewart, MA
4. (Cognitive)Dissonance Theory
People tend to seek only messages that are
consonant with their attitudes; they do not
seek out dissonant messages.
Four rings of defense
Selective exposure
Selective attention
Selective perception
Selective retention
5. Example of Cognitive
Dissonance
Consider someone who buys an expensive car but
discovers that it is not comfortable on long drives.
Dissonance exists between their beliefs that they
have bought a good car and that a good car should
be comfortable.
Dissonance could be eliminated by deciding that it
does not matter since the car is mainly used for
short trips (reducing the importance of the dissonant
belief) or focusing on the cars strengths such as
safety, appearance, handling (thereby adding more
consonant beliefs).
The dissonance could also be eliminated by getting
rid of the car, but this behavior is a lot harder to
achieve than changing beliefs.
6. Understanding Cognitive
Dissonance
List two things that you have cognitive dissonance
about—that is, things you don’t wish to know anything
about—and explain why.
These things could be anything at all—horror
movies, toothpaste commercials, a type of music, a
political candidate, someone else’s problems, the state of
the ozone layer, etc.
1. What is the most common technique you use to
avoid information about these things?
2. If you were trying to reach someone like yourself
with information on these things, what approach
would you try?
7. Elaboration Likelihood Model
Persuasive messages are transmitted and received through two
different routes:
•The Central Route – Used by people who think about messages
extensively before becoming persuaded
•The Peripheral Route – Used by those who are unable or unwilling
to spend time thinking about a message.
8. Things to Note about ELM
Personally relevant issues are more likely to
be processed on the central route; issues with
little relevance take the peripheral route
Certain individuals have a need for cognitive
clarity, regardless of the issue; these people
will work through many of the ideas and
arguments they hear and will generally use the
central route.
Distraction disrupts elaboration
Repetition may increase the possibility of
elaboration.
9. Practical Advice for the
Persuader
If listeners are motivated and able to elaborate
a message, rely on factual arguments
Weak arguments can backfire
If listeners are unwilling to elaborate a
message you should favor the peripheral route
with packaging rather than content
When using the peripheral route remember
that the effects will probably be fragile
10. Persuasive Strategies
Identification
Suggestion of Action
Familiarity and Trust
Clarity
11. Compliance Strategies
Persuasive strategies designed to gain
agreement through techniques of persuasion
based not on reasoned argument but on some
other method of enticement.
Sanction strategies – use rewards and
punishments controlled by either audience
members themselves or as a result of the
situation.
Appeal strategies – call upon the audience to help
or come to the aid of the communicator or a third
party.
Command Strategies – Direct
requests, Explanation, Hints
12. Argument Strategies
Persuasive strategies designed to oppose
another point of view and to persuade
Reasoned Argument – logical argument
MotivatedSequence
Imagined Q&A
Message aimed at attitude change
Appeal – Using emotion techniques to
Emotional
persuade an audience
Symbols,emotive language and entertainment
Dear Sophie Video
14. Choosing the Appropriate Medium
or Media
Determine Target Audience
Timing
Budget
Which medium reaches the broadest segment of
your target audience at the lowest cost?
Which medium has the highest credibility and
what does it cost?
Which medium will deliver your message within
the time constraints necessary for it to be
effective?
Should a single medium be used or a combination
of complementary media?
15. Advantages and Disadvantages of
Media Selections
Newspapers
Magazines
Radio
Television
Direct Mail
Outdoor
The Internet
16. Negotiating Media Buys
Negotiate rates
Negotiate positioning
Negotiate additional opportunities
Negotiate added value
17. Examples of Media Pricing
Kansas City Star
Glamour Magazine
Facebook
18. Choosing the Right Medium
1. Who are your target audiences here in order of
priority? Why them? Why in that order?
2. What would you like to say to them? Would you be
informative? Persuasive? Combination?
3. In what form do you think they would be most likely
to ―listen‖ to what you have to say? That is to say, do
you think they’re basically newspaper readers? TV
watchers? Telephone chatters?
4. What medium, or combination of media, would you
use to get your message out to your targets? Why
these media?
5. Are there any media you wouldn’t use? Why
wouldn’t you?
20. What is news?
Consequence
Interest
Timeliness
Proximity
Prominence
21. Working with the Media
Get to know journalists’ jobs
Get to know journalists as people
Carolyn Long –
Julius Karash – KC
KCTV5
Business Journal
22. Guidelines for Dealing with the
Media
Always be honest
Establish ground rules early on your
relationship
Always answer a reporter’s phone calls
Give media people what they want, not what
you want
Don’t bombard journalists
Don’t assume reporters are out to get you
Don’t try to intimidate reporters
Don’t plead your case or follow up on stories
23. Guidelines for Interviews
Keep everything on the record
Provide background
Know the topic
Anticipate touchy questions
Answer questions that are already a matter of public
record
Be completely honest
Answer questions directly
If you don’t know the answer say so
Keep it cordial, no matter what happens
Look professional
Offer help later if needed, and give it
24. Guidelines for Correcting Errors
Always be as diplomatic as possible
Contact the reporter immediately
Remain calm and courteous
If the story has already been run, ask for a
correction
Ask if there’s anything you can do in the future
to prevent this sort of thing from happening
again
25. Judging Newsworthiness
Which of the following happenings would most likely
be considered newsworthy by your local newspaper?
Explain why or why not. If it’s not already, how could
you make each happening more newsworthy?
1. Your company’s annual picnic (date and place, etc.)
2. The promotion of your company’s vice president of
engineering to senior vice president of research and
development.
3. The death of one of your company’s longtime
employees.
4. Your company’s quarterly earnings statement.
5. The wedding of your corporate CEO.
6. The latest information on your company’s newest
product.
26. Media Directories
Bacon’s PR and Media Information Systems
Editor & Publisher
Standard Rate and Data Services
28. Getting your Message to the
Media
Broadcast Cover Letter
Press Kits
NASA - The Final Flight of Discovery
PPG Aerospace
What items might you include in a press kit for an
announcement of a new product?
29. Upcoming Assignments
Interview
Determine interviewee and alternate
Draft 5-10 interview questions
Contact interviewee and set-up time for interview
Conduct a 15-20 minute interview
Write 2 page summary of interview. Include
quotes.
Read through Chapter 6