PR Models - Intent: Persuade public to adapt to...

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PR Models
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One-way communication Intent: Promotion/publicity Focus on numbers reached (how many “hits”) Uses advertising and marketing strategies: celebrity sponsorship, promotions, grand openings, etc. Low audience research Low focus on long-term outcomes or relationship building Low focus on ethics Press Agentry Publics
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One-way communication Intent: Inform Focus on numbers reached (how many “hits”) Uses journalistic strategies: accuracy, selected information, self- determination of public’s interests Low audience research, but do test message clarity Low focus on long-term outcomes or relationship building Some focus on ethics Public Information Publics
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Two-way communication
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Unformatted text preview: Intent: Persuade public to adapt to organization Focus on influencing public; unwilling to compromise Uses persuasive strategies tailored to specific publics High audience research: focus groups, interviews, surveys, measurement Some focus on long-term outcomes or relationship building Some focus on ethics Two-way Asymmetrical Publics Two-way communication Intent: create mutual understanding Focus on building relationship with public; willing to compromise Uses collaborative strategies High audience research: focus groups, interviews, surveys, measurement High focus on long-term outcomes and relationship building High focus on ethics Two-way Symmetrical Publics...
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This note was uploaded on 10/16/2011 for the course COMMUNICAT 278 taught by Professor Casper during the Spring '11 term at Boise State.

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PR Models - Intent: Persuade public to adapt to...

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