Beruflich Dokumente
Kultur Dokumente
Customers, Business Partners, Potential Customers, Retailers Vendors, Competitors Stakeholders, Banks, Financial agencies Employees, Unions, Company Pensioners Government, Trade Bodies, International Banks
An organization's specific relationship with a group of people, around specific issues, defines its various publics
The communication with publics is prioritized and designed based on the respective relationships
A particular group of people contains individuals who all act in the same way
Public Opinion
A consensus which emerges over time from all the views that cluster around an issue in debate
A prevalent view held by majority of people Both a cause and effect of PR activities
Convert it into an opinion People are selective in what news they read/ listen to Various news sources chop down the real messaging
Types of Publics
Hot-issue publics
Apathetic publics
Defining Publics
1. 2.
3.
Hence A public is defined by considering very carefully exactly who will be affected by the policies and activities of that organization By monitoring the environment it is possible to identify those publics that have particular interests in specific issues, whose opinion and behaviour will significantly affect the activities of the organization
Geographically- where they live, work etc Demographically- Age, gender, income Psycho graphically- Attitudes, opinions, beliefs Groups- trade bodies, clubs, societies By media- consumption- who reads magazines or watch news or prefer newspapers Type of Power Overt- Religious leaders, politicians Covert- Influencers like teachers, parents By Role- CEOs, Financial Heads, Executives
Prioritizing Publics
1. 2.
3. 4. 5.
Nature of Programmes
Information campaigns
One way Communication Seek to transmit information Seek to influence the behaviour of publics in some way To build coalitions, achieve consensus To identify areas of potential conflict Deliberative engagement is planned
Persuasion campaigns
Dialogue-based campaigns
What do we say?
Rational content is the key Ronal D. Smith: The Primary idea behind a persuasive speech, advertisement, e-letter or other communication vehicle is called a proposition. 4 kinds of Proposition
Drawing parallels/ comparisons Examples Case studies Testimonials Statistics Visual Evidence Demonstrations, Exhibitions Love appeals Virtue appeals Humour appeals
Fact- What information already exists/ is proven Conjecture- What is reasonable to conclude basis the evidence, situation Value- The virtue/ worth of an initiative Policy- Adoption of a procedure
Emotional appeals
Sex appeals
Fear appeals
Messaging
Significance
Crafting Messages
1.
If the public plays back to the originator on the message they initiated it determines
2.
The message has been received The message is on the board and is being used in some way Determines Effectiveness of communication
3.
4.
Messages and the way they are conveyed are the starting point of the thinking, attitude or behavioral change that the organization is seeking
Timing
Repetition Credibility Personability
Thank you!