PUR 3000 week 8 - Ch. 9 &11
PUR 3000 week 8 - Ch. 9 &11 PUR3000
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Date Created: 10/10/16
Chapter 11 Monday, October 10, 2016 9:24 AM Reaching Diverse Audiences Objectives • Identify the diversity of audiences in the US • Identify communication tactics targeting divers audiences • Be able to match audience with media A multicultural nation • Diversity is the most significant aspect of the mass audience in the US Audiences • Audiences - general and target • Stakeholders and stake-seekers: stakeholders relate to those whoalready have vested interest/already involvin an organization whilstake-seekersare trying to become involved. • A successfulcampaign mustbe aimed at thosesegments of the mass audience thatare most desirable forits particularpurposeandmust employ those media most effective in reaching them. ○ TVis the mosteffective medium in terms of overall popularity aitd ability toelicit emotions. ○ Print mediais the mosteffective medium for delivering messagethsat requireabsorption ofdetails contemplation by the receiver. Hispanics • The Hispanic/Latino population is tlargest ethic group in tUnited States. • They represent theheritage of more than20 nations, ranging from Spain to Mexico, the Caribbean,and SouthAmerica. • Each national group has its ownset of values, traditions, beliefs, foods, festivals, consumer patterns,and even differencesin speaking Spain. Target takes aim at atinoswith new marketing campaign • Whatdo the Spanish words “arrullo”, “sobremesa” and “estrenar” have in common? • They all have a starringrole in #SinTraduccion festivals, consumer patterns,and even differencesin speaking Spain. Target takes aim at atinoswith new marketing campaign • Whatdo the Spanish words “arrullo”, “sobremesa” and “estrenar” have in common? • They all have a starringrole in #SinTraduccion • Target’snew Hispanic campaign that features wordw s ith no English equivalent. • A first-of-its-kind for Target, #SinTraduccionis asweeping celebration of moments,traditions andemotions that are treasured bymany in the Hispanic culture. • Using a number of these untranslatableterms as inspiration,thecampaigninvites • Target’sgueststo experience the brand in a morepersonal way. African Americans • The largest racial minority in tUnited States is African Americans because Hispanicsare considered an ethnic group. • They are nota homogeneous group • One group are citizens whose African relatives were first brought to this country in the1800s • The more recent group are blacks with Hispanic or Caribbean origin Asian Americans • Four major groups: ○ Chinese(22percent) ○ AsianIndian(19 percent) ○ Filipino(18 percent) ○ Vietnamese (11percent) • Each group has its own language and culture. • 50 percent of Asian Americans over age 25 have undergraduate degrees. ○ There are generationaldifferences within each group. ○ One of the commontraits amongall Asian Americans is the emphasis on family and traditions. Reaching Diverse Age Group • TheMillennial Generation :individuals born between 1980 and 1995. • E-Generation, tech -savvy • 80percent want brands to entertainthem • 46percent agree that they are more likely to buy a brand thatsupportsa charity • 53 percent aremore likely thanall U.S. adults to believe that social media sites are very importantfor finding information. Baby Boomers • Bornbetween 1946 and 1964,afterWorld War II. charity • 53 percent aremore likely thanall U.S. adults to believe that social media sites are very importantfor finding information. Baby Boomers • Bornbetween 1946 and 1964,afterWorld War II. • They are concerned about health care, insurance,retirementplanning, personal investing, and other issues. • Theytend to bemoreinvolved ins ocial causes. Gender/Lifestyle • Women: making more than 80% of household decision • Women aged 25 to 54 are much fastetrh anmen to embrace somenew media, such as social networking sites, and also to use corporate website. • “Mommy bloggers” LGBT Community • Lesbian, gay, bisexual and transgender community • A diverse demographic estimated to be between 9 -16 million Americans Religious Group • Catholics are the largest single group ○ 70 million followers -making the US the 4th largest catholic nation in the world • Christian evangelicals • Jewish community • Muslim community The Disability Community • 60 million people in the US that have some disability • Language and medium are key element • American sign language • Specialized website: graphic heavy and text-light • Closed caption Chapter 9 Monday, October 3, 2016 10:55 AM Public Opinion and Persuasion Objectives • Identify the crucial role of opinion leaders in public discourse • Describe key theories that explain the role of mass media • Identify major ethical considerations in persuasion • Identify persuasive communication style Public Opinion • Sum of individual options on an issue affecting those individuals, collection of views held by persons interested in the subject • Concept matured in 20th cent. With public opinion polling, especially after WWI, between two world wars became empirical • Once self interest is involved, difficult to change • Passive vs active opinion holders • Highly sensitive to events • Very difficult to measure Opinion Leaders • Types: Formal & Informal • Highly interested in subject • Better informed on the issue • Heavy consumers of mass media • Early adopters of new ideas • Good organizers • Particular socio/eco/demographic characteristics Role of Mass Media • Agenda-setting theory ○ Ability of the news media to influence the salience of topics on the public agenda. What to think about, not what to think • Media dependency theory ○ Media effects more powerful when can't verify through experience ○ Ability of the news media to influence the salience of topics on the public agenda. What to think about, not what to think • Media dependency theory ○ Media effects more powerful when can't verify through experience Framing Theory • How story framed from journalistic or public relations practitioners • Instagram husband ○ You look happy on social on media but in reality your life is not that awesome Cultivation Theory • Repetition cultivates a mediated reality (TV) • The wolfpack How to gauge public opinion • Personal contact • Media reports • Field report • Letters and telephone calls • Staff meeting • Polling and sampling Wednesday Persuasion • Persuasion is a communication process in which communicators attempt to change awareness, attitude, belief, or behair a context of free choice • Friends attempt to influence another's opinion of movies • Advertising • Health public service messages • Political campaigns • Aristotle -3 core elements of persuasion Ethos(source, credibility) ○ ○ Logos(logical argument) ○ Pathos (emotional appeal) Use of Persuasion • Change or neutralize hostile opinion • Crystalize latent opinion and positive attitudes • Conserve favorable opinions Persuasion Ethics • Do not use false evidence • Change or neutralize hostile opinion • Crystalize latent opinion and positive attitudes • Conserve favorable opinions Persuasion Ethics • Do not use false evidence • Do not intentionally use unsupported reasoning • Don't falsely represent yourself • Don't use irrelevant appeal as diversions • Do not make false links to favorable values, morals, or goals • Do not cover up consequences • Do not use baseless emotional appeals • Do not oversimplify complex situations • Do not feign certainty • Do not advocate what you don’t believe yourself Factors in Persuasion • Appeal to self -interest • Audience analysis ○ Ex. Psychoanalysis: any attributes relating to personality, values, attitudes, interests or lifestyles • Maslow's hierarchy of needs - food, security, belongs, love, self -actualization • Source credibility ○ Expertise, sincerity, trustworthiness, attractiveness ○ Clarity of message ○ Timing and context ○ Content and structure of messages ○ Drama, statistics, surveys, polls, examples, testimonials, endorsements ○ Emotional appeals Coercion • Threatening messages • Employer's directives • Interrogation • Communication in dangerously abusive relationships Propaganda • “Propaganda is the deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behavior to achieve a response that furthers the desired intent ofthe propagandist” (Jowett & Donnell) ○ Difference from persuasion is that propaganda sells a bfystem or constitutes political or ideological dogma ○ Really about manipulation rather than discussion manipulate cognitions and direct behavior to achieve a response that furthers the desired intent ofthe propagandist” (Jowett & Donnell) Difference from persuasion is that propaganda sells a bfystem or ○ constitutes political or ideological dogma ○ Really about manipulation rather than discussion Aggressiveness • Intimidations, control, fighting, manipulation • No regard for other person's feelings • Anger-driven • Loss respect and trust Passiveness • Anxiety driven • Taken advantage of • Avoids confrontation • Intimidated Assertiveness • More effective and appropriate • Focus on specific issues and problems • Recognizes values and beliefs • Doesn’t violate others' rights • Open issues and not persons Assertiveness: A Legitimate Right • To experience and express your feelings • To feel positive about yourself under any conditions • To make mistake without feeling embarrassed or guilty • To own your own opinions/convictions • To protest unfair treatment/criticism • To be recognized for your significant achievements and contributions
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