Planned

Dr. Sunder Rajdeep, Professor & Head, 1

10/22/2023 Dept. of Communication & Journalism, University of Mumbai.
 Planned Communication
• A great deal of communication that takes place every day
falls under the label of planned communication; occasions
when communication is consciously used to seek more or less
specific objectives.
For e.g. Man Ki Bat of PM Modi Radio Program.
• Such communication may be planned to a greater or a lesser
degree & may range from a purposive communication
between two person to a lager-scale health campaign,
involving several channels with many messages, aiming at
millions of people.
• There are three types of applied communications :
a) Media Campaigns
b) Public Relations
c) Social marketing. Dr. Sunder Rajdeep, Professor & Head,
2
10/22/2023 Dept. of Communication & Journalism, University of Mumbai.
 Communication campaigns
• Despite a great diversity of form, the Communication
campaign is often said to have the following characteristics :
• It has a collective, organized source;
• It is powerful, guided by certain objectives, which may be
very clearly specified;
• There may be multiple objectives within the same campaign,
for instance of influencing attitudes, opinions or behaviour;
• It is to a large degree public in character, implying the use of
mass media and accountability for airs, methods and effect;
• It usually involves more than one channel and more than
one message, with mass communication supplemented by
personal contact;

Dr. Sunder Rajdeep, Professor & Head,

10/22/2023 3
Dept. of Communication & Journalism, University of Mumbai.
 Communication campaigns
• It may be targeted to specific groups or to large
publics, depending on the aims;
• A campaign is an institutionalized activities, which
should be legitimate in the public eye, conform to
established norms and not to be too controversial.
• Typical of campaigns in modern societies, leaving
aside commercial advertising, have been those
conducted by political parties and candidates for
the election, public health and safety campaigns,
fund-raising activities for charities or disaster
relief, etc.
Dr. Sunder Rajdeep, Professor & Head,
10/22/2023 4
Dept. of Communication & Journalism, University of Mumbai.
 Communication campaigns
• Amongst several possible models for
communication campaigns, we have chosen that
of Nowak & Warneryd (1985), which is a good
example of traditional type, starting as it does
with the source`s aim and ending with the effects
achieved by the campaign.

• An important idea underlying this model is that

its elements are closely interrelated, such that a
change in one element may cause change in
others.
Dr. Sunder Rajdeep, Professor & Head,
10/22/2023 5
Dept. of Communication & Journalism, University of Mumbai.
 Communication campaigns

Nowak & Warneryd (1985) : A model of Communication

10/22/2023 Campaign 6
 Communication campaigns
• Intended effect : A major problem in communication
campaign is that the goals are not properly defined.
The less good the goal definition, the smaller the
chance to assess in the end whatever the campaign
has been successful or not. A common mistake is less
sophisticated campaign is vastly to overestimate the
potential effects of a campaign.
• Competing communication : It is important for the
effectiveness of the campaign that it will not be
disturbed by competing or even contradictory
communication. The campaigner has to be aware of
possible counter messages in order to address them
properly.
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 Communication campaigns
• The communication object : A campaign is usually centred around
a theme or an object, such as a healthier life-style or drunken
driving. Different object require different mode of
communication. On the other hand, the campaigner usually has
several options when it comes to defining the object.
• For e.g. : AIDS may be dined is a campaign as a disease of specific
group or one from which everyone is at risk. The emphasis might
also be on its deadly character or on the potential for treatment.
• The target population & the receiving group : The target
population is here defined as all those whom the campaign is
intended to receiving group. The sender may, for e.g. : direct the
message to a receiving group of ‘opinion leaders’ within the target
population, with the intention of further dissemination amongst
others.
• Target population & the receiving groups are sometimes classified
according to ease or difficulty of reach.
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 Communication campaigns
• The channel : There may be multiple channels for different
types of message & different target groups. Mass media may
initially put a theme on the agenda of discussion, while
interpersonal communication may later be needed to
influence behaviour.
• The message : Typically, a central message can be shaped
differently for different audiences. It may also change
according to the stage of the campaign.
• For instance, an early stage may seek to develop awareness,
while later stages seek to persuade or influence behaviour.
• The communicator/ sender : The communicator
(spokesperson) can be chosen on several ground. For
instance, as a trusted expert or because of potential
attractiveness to the audience.
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 Communication campaigns

• Many campaigns use so-called pseudo-communicators, for

e.g. : Celebrity who are used to attack drug abuse because
the are more likely to be listened to than the real source.
• For e.g. : Save water campaign of BMC : Sachin Tendulkar
has declare that not use shower for bath.
•
• Obtained effect : The effect can be both intended and
unintended, negative as well as positive. They can be
cognitive (attention & knowledge gains), affective (related
to feelings, moods, attitudes) and conative (behaviour,
activities & implementations).
• These different effects are often related with each other,
although there is no fixed or unique sequence.

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 Four models of Public Relations
• Public Relations is a growing field for applied
communication in the most countries. Of the several
definition of public relations, one of the simplest is
that offered by Gruing & Hunt (1984)- `public
relations is the management of communication
between an organization and its publics’.
• Gruing & Hunt (1984) maintain that it is possible to
describe the historical development of PR strategies
through four basic models.
• Although their description depicts the case of the
United States, the four model can be found in all
countries where public relations have developed.
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 Four models of Public Relations

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 Four models of Public Relations
• The first to appear in American PR history is the
agent-publicity model, in which propaganda is
the main purpose of communication.

Persuasive,
Source Receiver
(Organization) Propagandistic
(Public )
Communication
Fig -Gruing & Hunt (1984) :
agent-publicity model
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 Four models of Public Relations
• Model 1 : Press Agentry Model : The organisation
uses media manipulation to shape the narrative
deceptively. It emphasizes the power of
persuasion and manipulation to shape
public opinion.
• Model 2 : Public Information Model : The
organisation is practicing one-way communication
to disseminate information with little or no
feedback from recipients. As a more transparent
alternative to the press agentry model, the public
information model focuses on disseminating
accurate and objective information.
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 Four models of Public Relations
• Model 3 : Two-Way Asymmetrical Model : The
organisation engages in two-way communication to
persuade and establish power structures. The
primary goal of the two-way asymmetrical model is
to influence public opinion while simultaneously
taking audience feedback into account.
• Model 4 : Two-Way Symmetrical Model : The
organisation engages in two-way communication to
find common ground and mutual benefits. This
model emphasises open, transparent communication,
wherein the organisation and its stakeholders engage
in a dialogue to understand better each other’s
perspectives, values, and concerns.
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 Marketing communication
• It is concerned with the methods, processes,
meanings, perceptions and actions associated with the
ways in which organisations (and their brands) engage
with their target audiences.
• Organisations engage with a variety of audiences in
order to pursue their marketing and business
objectives.
• Engagement refers to the nature of the
communication that can occur between people and
between people and machines. It refers to the use of
communication tools, media and messages in order to
captivate an audience, often achieved through a blend
of intellectual and emotional engagement or
stimulation.
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 Marketing communication
• At a basic level marketing communications, or promotion
as it was originally known, is used to communicate
elements of an organisation’s offering to a target audience.
This offer might refer to a product, a service or the
organisation itself as it tries to build its reputation.
• Planned marketing communications incorporates three key
elements : tools, media and messages. The main
communication tools are advertising, sales promotion, public
relations, direct marketing, personal selling and added-value
approaches such as sponsorship. Messages can be primarily
informative or emotional but are usually a subtle blend of
both dimensions reflecting the preferences and needs of the
target audience. To help get these messages through to their
audiences, organisations use two main types of media.
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 Marketing communication

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 Thank You

Dr. Sunder Rajdeep, Professor & Head,

10/22/2023 19
Dept. of Communication & Journalism, University of Mumbai.