Responses to message

Different stimuli are used in order to increase involvement. This is the reason why so many
messages pop up on our computers aimed at attracting our attention. Sound is another stimulus
on websites.
Anticipation, expectation and assumptions all are ingredients of how we respond to
message.
Information processing is critical in evaluating the impact of communication.
Various authors argue on the input to the model that influences the communication process
model. The following factors are assumed as input to the model, such as: power, competence,
goodwill, idealism, authority.
Theories of social and cognitive behaviour also help to explain the message effect.
Attribution theory
Attribution theory deals with how the social perceiver uses information to arrive at causal
explanations for events.
Attribution theory is concerned with how and why ordinary people explain events as they
do.
Heider (1958) believed that people are naive psychologists trying to make sense of the social
world. People tend to see cause and effect relationships, even where there is none. There were
two main ideas that he put forward, that became influential.
1. Internal Attribution: The process of assigning the cause of behaviour to some
internal characteristic, rather than to outside forces. When we explain the behavior of
others we look for enduring internal attributions, such as personality traits. For
example, we attribute the behavior of a person to their personality, motives or
beliefs.
2. External Attribution: The process of assigning t

he cause of behaviour to some situation or event outside a person's control rather than to
some internal characteristic. When we try to explain our own behavior we tend to make
external attributions, such as situational or environment features.

Social learning theory

Social learning theory is the view that people learn by observing others. Associated with
behaviors, values, and attitudes. For example, a teenager might learn slang by observing peers.
Social learning theory combines cognitive learning theory (which posits that learning is
influenced by psychological factors) and behavioral learning theory (which assumes that
learning is based on responses to environmental stimuli). Albert Bandura integrated these two
theories and came up with four requirements for learning: observation (environmental),
retention (cognitive), reproduction (cognitive), and motivation (both). This integrative
approach to learning was called social learning theory.
One of the most famous experiments performed by Bandura is the famous bobo doll
experiment. Children observed as adults modeled either violent or passive behavior
towards the doll, and this observation was found to influence the manner in which the
children subsequently interacted with the dolls. Children who observed violent behavior
behaved violently toward the doll and vice versa. The social learning theory claims that
people learn through observing, imitating, and modeling. It shows that people not only learn by
being rewarded or punished (behaviorism), but they can also learn from watching somebody else
being rewarded or punished (observational learning). These experiments are important because
they sparked many more studies on the effects of observational learning.
Case p 173
Consumer behaviour also deserves attention to better understand the response process.
Communication specialist Britt developed the whole set of learning principles that apply to
consumer behaviour.
1.
2.
3.
4.
5.
6.
7.

Unpleasant appeal can be learned as readily as pleasant ones.

Appeals made over a period of time are more effective
Unique messages are better remembered
It is easier to recognize an appeal rather than to recall it
Knowledge of results increases learning of a message
Repetition is more effective when related to belongingness and satisfaction
Messages are easier to learn when they do not interfere with earlier habits

8. Learning a new pattern of behaviour can interfere with remembering something else.
Applying Strategic Management To Public Relations

Strategic management of public relations works best when the organization is driven by the
process. If the CEO and the board know where they want to go and how to get there, the
role of public relations will be clearly defined. A public relations strategy can then be based
on the corporate plan.
Many believe that planning is the mere extrapolation of current trends. Others think a multiyear
budget is a strategic plan. Still others think that long-range planning is strategic planning. (Longrange planning is what you plan to do later; strategic planning is what you do now to bring about
a future result.)
In such a circumstance, public relations can rise to the occasion and provide management
with profound insights that can dramatically alter its world view. These insights can be
used as a platform on which to construct a public relations-driven strategy that will raise
the esteem of the public relations practitioner and secure new respect and influence in the
ranks of management.
Strategic management can be summarized as a six-step process: future scanning; scenario
building; mission review; objectives, strategies and policies; strategy implementation; and
evaluation and updating. Let's look briefly at each step and then consider how the process
applies to senior management and to public relations.
1. Future scanning - The organization must have a formal process for looking ahead for
opportunities and threats posed by social, economic, political, technological and
environmental trends. Then the organization should consider its structural, cultural and
resource assets and liabilities in addressing these challenges. ( SWOT/PESTEL)
2. Scenario building - Since it is impossible to predict the future with certainty, the trends
identified in the future scanning process should be translated into three scenarios.
3. Mission review - After considering likely future challenges, a mission statement should
be drawn up for the organization and for the public relations department. it should be
reviewed at least annually, in terms of its relevance to the emerging future.
4. Objectives, strategies and policies 5. Strategy implementation
6. Evaluation and updating - In a strategically managed organization, the senior public
relations officer will have been part of the planning process and will have used public
relations strategies to build harmony between the organization and all its external and
internal publics. The value of the public relations executive is clear to senior management
in such companies.

In organizations that are crisis-driven rather than strategy-driven, the public relations
department is generally forced to be reactive instead of being proactive. In such
circumstances, it is necessary for the public relations executive to engage in own future
scanning. This will make it possible to come up with crisis-preventing solutions to emerging
threats, and to identify emerging opportunities that can be exploited to the organization's
benefit.
If well-planned public relations strategy is based upon the six strategic management steps, it can
lead to better positioning of PR practitioner as one of the indispensable advisors of the CEO.
Case Discuss figure 8.1 p 215
p 219, 207, 209
Strategies for planning and problem solving
One of the oldest formulas for problem solving is Marstons R-A-C-E an acronym for
research, action, communication and evaluation.
Another model is R-O-P-E an acronym for research, objectives (2 objectives), ,planning and
evaluation.
Output Objective communications the PR efforts seek to generate over the target period
Impact objective - 1 information , 2 attitudinal , 3 behavioural
Planning and evaluation
10 step problem solving procedure by Broom
1. Situation analysis
2. Problem identification
3. Setting program goals
4. Public identification who is affected and how
5. Set the program objectives
6. Plan action programs for each public
7. Each public communication strategy media determined
8. Program implementation responsibilities, schedule, budget
9. Evaluation
10. feedback