A Summary of Essential Information: Chapters 1-3

A Public

“A public is any group of people tied together by some common factor. There are many such groups.”

The Public in PR Should Be Publics

Identify potential publics for your online portfolio

Internal Vs. external PR

Prioritizing publics

Calculate the PvI index of your portfolio publics

P + V = I

Public P: Potential for influenceScale 1-10

V: Vulnerability Scale 1-10

I: Importance of Audience

Ethical guidlines

• One is the idea of being genuinely sensitive to the feelings and needs of others.

• The other is practicing the Golden Rule: Treat others as you want to be treated by them.

If you are asked to violate your personal standards

• Educate or convert those around you to your point of view.

• Refuse

• Request reassignment

• Take the assignment---demonstrates team player, loyalty, trustworthiness---may lead to a promotion or raise.

Code of ethics pertinant to writers

• Accuracy---credibility

• Honest, Truth and Fairness—issue of misleading

• False or Misleading information—causes people to make bad decisions

Laws are generally negative

They tell you what you can’t do. Or can?

Libel laws and Privacy issues

Copyright

What is your understanding of copyright?

How will it influence your online portfolio?

Influence of primary publics

• Shared values

• Adversarial groups

Persuasion or manipulation?

Opinion formation and change

Opinions, attitudes and beliefs: What is the difference?

Temporal, fleeting and unstable.

More stable and less likely to change.

Very stable and resistant to change.

The nature of persuasion

• Learning process

• Power process

• Emotional process

Designs for persuasion

• Stimulus-Response – behavior modification

• Cognitive---think and reason

• Motivational—change an attitude to fulfill a need

• Social—background, social class and group norms

• Personality – each individual is unique

Steps in the persuasion process

• Presenting

• Attending

• Comprehending

• Yielding

• Retaining the New Position

• Acting

Typology of the steps in persuasion

• Devise a graphic for Harold Laswell’s Model of persuasion:

• Who says what—a source and a message

• Through what channel –a medium

• To whom—a public

• With what effect--- an effect

source

• Credible—expertise and objectivity

message

• Should you give one side or both sides?

• Which side should you give first?

• Should you make your conclusion explicit?

• Do fear techniques work?

• It is better to use emotional or factual arguments?

The medium is the message

Marshall

McLuhan

Know your public

•

Did the message do what you wanted it to do?