Norsk Hotellhyskole

Communication Models
PR Management
PR Strategy
20.02.2001
Peggy Simcic Brnn

Basic Communications
Model

Source

Message

Medium

Receiver

Feedback

Peggy Simcic Brnn

Communications
Fundamentals
Communicator
Message
Audience

Networks
Internal and external
Formal and informal
Upward/downward & horizontal

Peggy Simcic Brnn

Effective Communications

Designed for:
Situation, time, place and audience

Specific messages
Specific audiences
Specific results

Peggy Simcic Brnn

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 Brnn

Objectives

Impact
informational
attitudinal
behavioral

Output
distribution to uncontrolled media
distribution to controlled media

Peggy Simcic Brnn

7 Cs of Communication

Credibility
Context
Content
Clarity

Peggy Simcic Brnn

Continuity and
consistency
Channels
Capability of
audience

Four Models of Public

Relations
Press Agent/Publicity Model
Public-Information Model
Two-Way Asymmetric Model
Two-Way Symmetric Model

Peggy Simcic Brnn

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 Brnn

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 Brnn

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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 Brnn

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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 Brnn

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Coorientational Model
Issue

Organizations
Definition and
Evaluation of Issue
Congruency
Organizations
Perception of
Public As Views

Peggy Simcic Brnn

Agreement
Understanding

Accuracy

Public As
Definition and
Evaluation of Issue
Congruency
Public As
Perception of
Organizations Views

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PR Roles
Communication

technician
Communications manager
- Expert prescriber
- Communication facilitator
- Problem-solving process
facilitator
Media

Relations
Communications Liaison
Peggy Simcic Brnn

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Organizational Environments
and Roles
Low Threat
Little
Change
Much
Change

Peggy Simcic Brnn

High Threat

Communication Problem-Solving
Process
Technician
Facilitator
Communication
Facilitator

Expert
Prescriber

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Craft Public Relations (Technicians)

Propaganda

Journalism

Press Agentry Model

Public Information Model

Professional Public Relations

Asymmetrical
2-Way Asymmetrical Model

Symmetrical
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 Brnn

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Key Concepts in Strategic

Process
Strategic thinking
Strategic planning
Goals
Objectives
Strategy

Peggy Simcic Brnn

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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 Brnn

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Strategic Planning in PR

Defining the problem

Planning and programming
Taking action and communicating
Evaluating the program

Peggy Simcic Brnn

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A Public Relations Process:

ROPE
Research - clients, problem, publics
Objectives - impact, output
Programming - theme, action, media,
communication
Evaluation - impact, output

Peggy Simcic Brnn

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Research

Client - organization, products, services

Problem - why; proactive vs reactive

Publics/audience - identification, targeting

Peggy Simcic Brnn

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Publics - Stakeholders
Primary - relate to on an active and
continuous basis
Secondary - relate to on a fairly
continuous basis
Tertiary - occasional contact

Peggy Simcic Brnn

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Major Publics
Media
Employee
Member
Community

Peggy Simcic Brnn

Government
Investor
Consumer
Special

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Objectives
Impact

informational
attitudinal
behavioral
Output

distribution to uncontrolled media

distribution to controlled media
Peggy Simcic Brnn

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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 Brnn

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Effective Communication

source credibility
message: salient
information
message: effective
nonverbal clues
message: effective
verbal clues
channel and
feedback: 2-way
communication

Peggy Simcic Brnn

receivers: opinion
leaders
receivers: group
influence
receivers: selective
exposure
feedback: audience
participation

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Evaluation

Monitoring and assessment of:

impact objectives
output objectives

Peggy Simcic Brnn

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4-Step PR Process (Cutlip, et

al.)
Define

PR Opportunites or
Problem
Planning & Programming
Taking Action & Communicating
Evaluating the Program
Peggy Simcic Brnn

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1. Defining
Opportunities/Problems -- Whats
Happening Now?

The Problem or
Opportunity
Background
Causes
Precedents
Allies
Opponents
Neutrals
Program goals

Peggy Simcic Brnn

Situation Analysis
Internal Factors
External Factors

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2. Planning & Programming -What should we do and say, and

why?

Strategic Analysis
Objectives
Alternatives
Risk-benefits
Consequences
Decision
Tactics

Peggy Simcic Brnn

Significant
Publics
(Stakeholders)
Public #1
Public #2
Public #3
Public #4

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2. Planning & Programming

Program
objectives for
each public
Vehicles, media
Talent

Peggy Simcic Brnn

Costs
Approvals

Commitment
Support
Participation

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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 Brnn

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4. Evaluating the Program -- How

did we do?
Results -- yardsticks
Conclusions

Revision
Renewal
Termination

Peggy Simcic Brnn

Feedback

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