Intro to Public Relations (Week 3 notes -- Sept. 9th)
Intro to Public Relations (Week 3 notes -- Sept. 9th) MC3343
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This 3 page Class Notes was uploaded by Chelsea Kubenka on Thursday September 10, 2015. The Class Notes belongs to MC3343 at Texas State University taught by Charles Kaufman in Fall 2015. Since its upload, it has received 146 views. For similar materials see Intro to Public Relations in Journalism and Mass Communications at Texas State University.
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Date Created: 09/10/15
Sept 9th Chapter 3 Media Theory II 4 MASS MEDIA THEORIES mass media affect public opinion Uses and Gratification Theory 0 Audiences come to mess for different reasons 39 Surveillance I Entertainmentdiversion 39 Reinforcement of opinions cognitive consistency I Decisionmaking about products or services Hypodermic Needle Theory 0 Mass media have a direct immediate and powerful effect on audiences 0 Also called the quotmagic bullet theoryquot Agenda setting theory 0 Media don t tell audiences what to think 0 They tell audiences what to think about focusing our attention on topics Media dependency theory 0 We cannot verify media information ourselves so we depend on media for accurate facts and opinion 0 Early in a crisis public relations people through the media may help to shape public opinion because they are the source of most information which often cannot be verified early on FRAMING Refers to the way media and media gatekeepers organize and present the events and issues they cover and the way audiences interpret what they are provided 0 Some facts are included in a story 2 TYPES OF PUBLICS 0 Passive o The challenge is to get attention and communicate a message often in an entertaining way 0 Make messages appropriate for passive publics Active 0 Person seeking info for a purchasing decision is much more active 0 They will be receptive to inforich functional messages that contribute to understa ndi ng CENTRAL OR PERIPH ERAL Ask how best can I communicate my clients message to the target audience Should take a straightforward approach central route Or create an entertaining message that people will notice even if they get less info from itperiphera route BOTTOM LINE FOR PUBLIC RELATIONS PR professionals use media to form Public opinion for their clients 0 They want to 0 Influence media agendas 0 Influence the info that is available to the public and help to 0 Frame coverage ARISTOTLES 3 PERSUASIVE APPEALS Aristotle described 3forms of persuasive rhetoric communication intended to influence belief or action 1 Ethos persuasive appeal of ones character i Can be transferred ii Credibility of the source transfers to another person institution or idea iii That is the purpose of testimonials and endorsements 2 Logos appeal to reason i A valid logical argument ii Statistics surveys and polls 3 Pathos appeal to emotion i Drama compelling images storytelling and story making