Test 3 notes - Two-Step Flow Model Media targets the...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 21:37 Channeling  Audience segmentation Tailored messages ( why should I care, how is it important/relevant to me?) Appropriate channels/media to reach Public Opinion Need to convince people that they want to be part of our public How will we make our messages personal Target audience should be people who will care Reactive events like drought   water conservation, family member diagnosed  with breast cancer   caring about the issue. Preventative PR Ongoing working to make sure you are doing the right thing Perceived as a good company doing good things, helping people  perception of your company will be softer when something goes wrong Opinion leaders see and hear everything Frequency of contact Importance  Channels used o Give you numbers that tell you the strengths of relationships o Who interacts with who and how and how often o Tells you who the opinion leaders would be
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Two-Step Flow Model Media targets the primary people who are interactive and pay attentions and they in turn target/spread info to the other groups and the inattentive public Role of Mass Media Media dependent of PR people to feed them news worthy info If its not in the media, you might not know about it Almost a direct match in what the people think are important and what the media supplies info about PR people have opportunity to shape public opinion Media Dependency theory People are dependent on media for info Framing Theory Example: Houston Chronicle Editorial Aristotle and Persuasion Ethos credibility ******BONUS******* Using lots of stats always round them off!!! Esp in verbal things Logos compare and contrast is a method 21:37 21:37...
View Full Document

Page1 / 4

Test 3 notes - Two-Step Flow Model Media targets the...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online