EPR21003

PUBLIC RELATIONS
CAMPAIGN
Doa Recitation
Topic 7 Learning Outcomes

1. 2.
Identifying the Determining the
public message
concerned in a delivered in a
campaign. campaign.
Topic 7 Outline

1. 2.
Using the Constructing the
segmentation content of a
techniques. campaign.
What is Public Opinion? Types of Public
 Public opinion represents a 1. Non-public: groups that neither are
consensus, which emerges over time, affected by nor affect the organization.
from al the expressed view that cluster
around an issue in debate, and that 2. Latent public: groups that face a
this consensus exercises power. problem as a result of an
organization’s action, but fail to
recognize it.

3. Aware public: groups that recognize

that a problem exists.

4. Active public: groups that do

something about the problem.
Respond to Use Segmentation
Issues Techniques
 There are three main factors that need 1. Geographic: where they live, work, go on
to be taken into account: holiday
1) Problem recognition - if there is a
group of people who are actively 2. Demographic: age, gender, income,
seeking information about a social class
situation, they are more likely to
become aware or active than those 3. Psychographics: attitudes, opinions,
who passively receive the beliefs
information without making any
effort. 4. Group membership: clubs, societies,
professional associations
2) Constraint recognition - this is the
extent which people perceive that 5. Media consumption: newspapers,
there are constraints on their ability magazines, websites
to act in the way they want.
6. Type of power: overt (religious leader,
3) Level of involvement - this is how opinion former); covert (influence,
connected someone feel to a connectedness)
situation.
7. Role in decision process: financial
director, CEO, parent, head teacher
Constructing the content
a. Rational content
1. Fact: based on what actually exists or is
the case and is provable. Facts are often
used to enhance awareness or
understanding.
2. Conjecture: based on what is reasonable
to conclude given the evidence and inviting
the identified public to agree.
3. Value: to increase interest or build positive
opinion.
4. Policy: argues for the adoption of a new
policy, and is aimed at forming opinions
and affecting behaviour.
b. Emotional content
1. Love appeal: love-based images are very
powerful and are often used by charities for
fundraising.
2. Virtue appeal: linking campaigns to the
community and individual sense of what is right
and proper is very powerful.
3. Humour appeal: good for reinforcing existing
attitudes and behaviors but not very effective in
changing them.
4. Sex appeal: the most effective way to use sexual
content if there is a strong link to the product or
theme.
5. Fear appeal: fear appeals must be accompanied
by an easy and immediate solution to the
problem.
6. Guilt appeal: aim at promoting a sense of
personal guilt or shame.
Crafting
message
 There are four (4) steps in crafting
persuasive messages:
1. STEP ONE- take existing articulated
perceptions.
2. STEP TWO- define what shifts can be
made in those perceptions.
3. STEP THREE- identify the element of
persuasion.
4. STEP FOUR- ensure how the
messages can be credibly delivered
through public relations.
How the message
should be presented
1. Format- the care take with the physical presentation
of a corporate identity is a good example of this.
2. Tone- choice of language is very important. All
messages need to have careful attention paid to the
mood, atmosphere or style that they are trying to
potray.
3. Context- the context in which a message is seen is
vital.
4. Timing- it is no use pumping out information about
special Christmas offers if Christmas was last week.
5. Repetition- obviously, the more often a credible
message is repeated, the more likely it is to be heard
and picked up.
6. Credibility- the source of message should be
credible.
7. Personability- the source needs to be seen to be
sympathetic or empathetic to the issue.
8. Control- a source may need to be able to
demonstrate a measure of control over the situation
in hand.