catering to people's attitudes and getting their behaviors to change.

organizations communicate with it's various publics/ audiences.

research and convey

-somewhat condescending

-introducing pshyc into coporate and political persuasion

-2 kinds of people in life: people that get it and people that dont

-doesn't think that much of average person on street

-it's the responsibility of people that know something to tell others what to do

-Nostalgic of his driver (Dumb Jack- good fellow, likes him, but doesn't think much of him.)

-wrote a book "Engineering of Consent" - Life is a society of masses of people that need to be told what to do

-PR communicates the message

-PR work has to be invisible

-we deal not with images, but with realities

-we create a circumstance that people believe.

-Manage what publics think or do

-respond to concerns or problems

-Cultivate mutually - beneficial relationship between publics and organizations (democratic view in this light).

-organized, coordinated series os persuasive messages.

-planning a series of messages that are based on certain goals

-Identifiable Organization

-Set time period. beginning date and end date to which they can evaluate if they've succeeded or not.

can have many messages because they might have many audiences

PR Process

Research

• Client/organization: understand what their goals are: what perceptions are they trying to cultivate?
• Problem: What's the problem? What they are trying to address?
• Publics: Who they are trying to address with the message?

Set Objectives

• practitioner's desired outcomes
• need to be verifiable

Messages

• one central theme. (but several different messages)
• various communication aimed at publics
• Formal and informal tactics

informal tactics - invisible; trying to look natural and apart of everyday life (using product placement)

Formal tactics - obviously coming from a PR effort; ex. press release.

Evaluation

• ongoing monitoring/adjustment
• measure degree of success.

Client wants to know if you were successful.

-Shapes the publics perception of an organization's image

-build loyalty and encourage support

- KEY: source credibility. (works on 2 ends: consumer general audience and employee end)

• change or naturalize hostile opinioni
• crystalize latent opinions and positive attitudes
• conserve or reinforce favorable opinions, beliefs. Encourage people that like you to stay that way.
• ULTIMATE GOAL: trying to move opinions and beliefs to encourage actions.

Hostile Publics

• humor
• emphasize common ground
• Refute negative attitudes (address hostile thoughts directly)
• call for a fair hearing("let's hear from this point of view")
• express respect and understanding for audience
• acknowledge past mistakes
• neutralize hostile question

Crisis Communication Strategies

-Deflect

-minimize

-mortification (accept mistake and ask forgiveness)

awareness => Knowledge =>

Liking => Preference =>

Conviction => Repeat purchase

• Product placement
• Branding
• Rebranding(JC Penny working with ralph lauren)
• Brand silence (sloganing, spokes people or objects, sponsorship)
• Music in Advertising
• Mere exposure effect

formation of attitudes or opinions through association with emotions/feelings

ex. herbal essence or disney world

-Price appeals (giving out coupons for 10% off $150 purchase)

-Testimonials

strategy: show product information

Cultural Frame: products have pragmatic, utilitarian purposes.

strategy: Show how product symbolizes status

Cultural Frame: products embody societal Values

strategy: Show how products meet individual's needs

Cultural frame: Products transform or fulfill the individual

Strategy: show how products indicate lifestyle or community identity

Cultural Frame: products define the self within a group.

"we become the sum of our brands"

 no one wants to be branded but it's inevitable (not only clothes; food, house hold items, furniture, etc.)

refers to the construction of status through buying certain products.

Neman Marcus - you buy from there and you walk away with higher status; people with disposable income now have taste.

focuses on personal consumption not social investment for public good.

criticism: people are being less convinced to be pro-active b/c they're using their wallets instead of being "active".

ex. re-usable bags cost $12.

if you believe business is build on relationships, make building them your business.

Persuasion is about building and fostering credibility.

Pull and stay marketing

(stratton supports)

-working to get to know the client

-sending exclusive items if they give you their information

-get their emails instead of giving them a business card.

-interpersonal persuasion.

Establish Traction: gain followings by

• tweet constantly
• tweet quality
• tweet retweetable content
• be authentic; use your voice and style
• use a face picture
• If you have someone as a Facebook fan, they are more likely to spend money on that company.

Momentum: enhance existing relationships

• work towards moving from online to real world
• maintain immediacy and relevancy
• increase efficientcy with helpful applications like Tweetdeck or Hootsuite.

Expansion: drive traffic to another platform

• Most companies are trying to get people to use their Facebook, twitter, youtube channel, etc.

Truthfulness

Authenticity

Respect(respect the consumers' dignity)

Equity(don't abuse your power over a certain population)

Social Responsibility(be politically correct)

"cradle to grave"

if you can get a kid interested in a brand by the age of 3 you'll have them for life.

from parents to children. 

- use of phones and mobile technology; direct unsupervised advertising to the children.

working longer hours; more working mothers

- when you have 2 working parents, who picks up and watches the kids?

-give kids guilt for not going to their school play or soccer game.

-Democratic Mode: political leaders persuading citizens, citizens electing leaders, citizens talking to other citizens.

-Market Model:Persuasion is mainly studied for the purpose of being studied as a core mechanism.

-Citizens vs. Consumers: everyone is addressed as being a consumer, so you have to look out for what you will personally gain from something.