Week 2 Lecture Slides.pptx for marketing

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1. MARK221 Public Relations Concepts Week 2 Public Relations theories, measurement and evaluation Textbook chapters 8&10 Dr. Dina Elnidani

2. This Week's Outline Public Relations Theories Lasswell’s Model of Communication Four models of public relations Excellence theory Situational theory Persuasion Theories Measurement and Evaluation

3. Public Relations Theories T here is no one unifying ‘public relations theory’. Public Relations can be understood through a number of theoretical viewpoints. It is up to PR practitioners to decide which theory to apply when designing communication campaigns.

4. Laswell’s Model of Communication

5. Example: CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power station resulted in about 100 times the permitted level of radioactive material flowing into the sea, operator Tokyo Electric Power Co said on Saturday. Who – TEPC Operator What – Radioactive material flowing into sea Channel – CNN NEWS (Television medium) Whom – Public Effect – Alert the people of Japan from the radiation.

6. Advantages & Disadvantages of Lasswell’s model

7. Four Models of Public Relations Press Agentry/Publicity Model One-way communication focused on ‘publicity’. Distorted or half-true information, aimed at grabbing attention and getting as much media coverage as possible, creating ‘Propaganda’. Creates short-term gains but can cause irreversible damage to the reputation. Example: Social media influencers creating drama about themselves on purpose to seek attention, get people talking and sharing their posts and going viral.

8. Four Models of Public Relations Public Information Model One-way communication, focused on distributing accurate information. Based on honesty, with no attempt to deceive the public Common in government and nonprofit sectors Example: Press releases, fact sheets, annual reports

9. Four Models of Public Relations Two-way Asymmetric Model Focuses on persuasion Organizations using this model study their audiences and adjust their messages accordingly. Common in competitive business Aims at increasing sales or changing a behaviour in favor of the organization, thus, ‘asymmetric’ meaning that benefits are unbalanced between the company and the publics.

10. Four Models of Public Relations Two-way Symmetric Model Ideal modern PR model, aims at mutual understanding PR listens to the public and changes according to their needs and desires Dialogue-based, qual communication from both sides, with no attempt to persuade This Photo by Unknown Author is licensed under CC BY

11. Excellence Theory Excellence theory is an extension and evolution of the two-way symmetric model, emphasizing two-communication and mutual understanding According to excellence theory, successful organisations must have a separate PR department that reports directly to CEO, while maintaining integration among other marketing efforts. Seeks to distance PR from persuasion

12. Situational Theory T his theory came up as a realisation that: it’s not possible to communicate and create a dialogue with everyone, and not everyone will be interested. P ublics are divided into: active information seekers and passive information receivers . Three key factors determine public behavior: Problem Recognition: Do people see something needs to be done? Constraint Recognition: Do they feel they can do anything about it? Level of Involvement: How personally connected are they to the issue? These factors help us identify four types of publics: Active publics: recognize the problem and take action Aware publics: recognize the problem but face constraints Latent publics: are affected but unaware Non-publics: are unaffected and unaware

13. P ersuasion theories This Photo by Unknown Author is licensed under CC BY-SA

14. Measurement vs. Evaluation: What's the Difference? Measurement involves collecting the numbers and data. For example, counting Instagram followers, tracking website visits, or recording media mentions. Evaluation is making sense of the numbers. What do these numbers mean? Did we achieve our goals? What should we do differently?

15. What is PR Measurement?

16. Why Do We Need to Measure PR?

17. Basic PR Metrics

18. SMART Goals SMART goals tell us: What to measure When to measure How to measure What success looks like When to evaluate results

19. Exercise: SMART Goal or Bad Goal? "Get more social media engagement” "Increase Instagram comment rate by 25% over the next 3 months” "Improve media coverage” "Get featured in five local news websites” "Build better brand awareness” "Achieve 80% brand recognition in student surveys” "Go viral on TikTok” "Reach 10,000 views on our next TikTok post" "Get lots of likes” "Increase engagement from our target audience of local students” "Grow our email list” "Add 500 new email subscribers by end of semester”

20. Types of Evaluation F ormative evaluation (before the campaign)  planning and research Process evaluation (during the campaign)  monitoring and adjusting Summative evaluation (after the campaign)  evaluating results

21. Next Lecture Prework Read textbook chapters 8 and 10 Go through chapters 4 and 13 for next week Make sure each one of you already belongs in a team for the group project