COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion

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Fundamentals of Public Relations MCM 401

Lesson 36

COMMUNICATION CONCEPTS & THEORIES

Overview

In order to communicate more effectively and positively it is essential that the students should understand

the communication concepts and theories guiding them. In this context consumer behavior is very critical

and needs careful monitoring. In this lecture we will explain the principles and necessary actions to

implement them and monitor them, .we will once again explain the importance of research in these theories

and concepts.

8 Principles Apply To Consumer Behavior

Unpleasant appeals can be learned as readily as pleasant ones.

Appeals made over a period of time are more effective.

Unique messages are better remembered.

It is easier to recognize an appeal than to recall it.

Knowledge of results increases learning of a message

Repetition is more effective when related to satisfaction.

Messages are easier to learn when they do not interfere with earlier habits.

Learning a new pattern of behavior can interfere with remembering something else.

Research and Persuasion

Research Critical --

It should be understood that research is always very critical in all areas of public relations.

Firstly --

How to collect data.. Whether yourself-In-house OR buy research services.

According to Earl Babbie --

FIVE practices which should be safeguarded in a research study.

·Ensuring

voluntary participation of all subjects, including employees when the research is of internal

publics.

·Preventing harm to the subjects, either psychologically or through analysis & reporting.

·Protecting participants through anonymity &/or confidentiality, the latter occurring

when researcher

identifies participant but does not reveal information.

·Avoiding deceiving participants something not always possible but highly desirable.

·Reporting & analyzing results fairly & accurately so others are not misled by the findings.

Secondly

Research involves actual accumulation & storage of information.

Thirdly

As to how research information is used.

How Are PR Practitioners Hampered In Their Efforts To Influence Management?

·Lack of access to management.

·Restraints on information collection.

·Roadblocks to dissemination of timely accurate information.

·A narrow definition of the role of public relations.

Public Relations Responsibility

"Corruption Of Judgment"

Dispute is not over facts.

Fundamentals of Public Relations MCM 401

·It is in the interpretation of facts.

·And it is over conflicting value systems.

In Fact The Best Course Is

Return to the following formula for socially responsible PR decision making

·Who are the Publics?

·What are the interests of each in the decision or situation?

·How will an institution's policy or action affect each of these publics?

·What social values are involved?

·What values are in conflict?

·What will the effects be?

·Can the effects be defended?

SO consequently

If the PR person who loses public's perspective in fact foregoes public responsibility & has become the

"persuaded" rather than the "persuader".

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