They are a set of sciences, acts and techniques that through a process of strategic and tactical institutional communication, aims to maintain, modify or create an image of people or institutions, to obtain a favorable opinion from the public that is related.
Link with other sciences: Psychology:
It brings you individual knowledge, behaviors, motivations, needs, the "I".
In Public Relations it is essential to know human inclinations, such as a person's ideas about what is pleasant or unpleasant that, even if only in the imagination, creates deep resentments, and that is why when dealing with human beings they must be considered in their individuality and as a whole, with their fears and ideals, traditions, reasons and unreason.
theory-of-public-relations-1Motivation, personality and behavior are aspects of Psychology that are directly linked to the task of Public Relations.
Sociology:
This science studies the behavior of human beings in society and takes into account two basic facts:
- the behavior of human beings that shows regular and recurring patterns, people are not isolated creatures, but are social beings.
The management of concepts such as roles, status, prestige, esteem, group, belonging and reference group, group dynamics, as well as the Social Research methodology is essential in the design of any Public Relations action.
Anthropology:
It is the study of the origin, characteristics and development of human groups as a biological gender and of communities as creators of cultures.
Social Anthropology is more limited in the study of kinship systems, political organization, legal procedures and religious rites.
Develops reconstructions or comparisons, attending to the description and analysis of what is given and oriented to the possibility of applying knowledge to generate cultural changes aimed at satisfying the needs of administrations or governments.
Social psychology:
This science tries to discover the articulation that exists between the individual and the society, this is not so simple since it is not possible to conceive a society without people, nor a person without society.
Statistics:
Statistics as a technique refers to the methods that are applied to collect, organize, summarize, present and analyze numerical data, modalities or qualities related to a set of individuals or facts that are observed for the purpose of describing situations and drawing conclusions based on the aforementioned procedures.
Semiology:
It is the science that studies life and the laws of signs in social life. We can consider three dimensions of the sign:
- Semiotics: is the relationship between the sign and what it denotes. Syntactics: is the relationship of the signs to each other. Pragmatics: is the relationship between signs and those who use them.
Public.
Definition:
It is a collective term to designate a group of people closely related to each other by interests and affinities that are common to them and who share a feeling of solidarity.
Three types of audiences can be determined:
- Internal: it is one in which there is a relationship and a very direct affinity with the common purpose of the organization. Eg: employees, managers, majority shareholders. External: is one that has no direct relationship with the organization. Eg: government authorities, economic and financial entities, competitors. Mixed: this type of public occupies an intermediate position with respect to the extreme positions between the Internal public and the External public. There are two types of mixed audiences:
- Mixed Semi-internal: in this group are the real clients, the relatives of the employees, suppliers and exclusive distributors. Mixed Semi-external: in this group can be included occasional clients, unions, banks where the shareholders operate.
Target Group:
It is the audience that Public Relations points to. This audience is the one who is really interested in a certain product.
Customers can be actual or potential:
- Real: are those who consume a certain product of a company. Among the reals are captives by choice and captives by imposition.
- by choice: drinks, cigarettes, etc. by imposition: services such as electricity, gas, etc.
- the easiest to persuade: before a minimum stimulus, make the purchase. Intermediate: a little more effort is needed, such as giving the product or service to be tried. The most difficult to persuade: they will need bonuses or marketing actions. refractory: they are the captives of the competition.
Image.
Definition:
It is a set of beliefs and associations that different audiences perceive in relation to direct or indirect communicative events that are related to either a person, product, service, company or institution.
An image remains alive and active only if it is stimulated, remembered and communicated, monitoring its evolution and development through permanent investigations.
Image Components:
Every image is generated from three components: physical, conceptual, and evaluative. This leads to defining a physical and a conceptual image that, acting together, generates a personal, product, brand, company or institutional image.
- Physical Component: it is the first thing that is perceived. Also called a formal image. It has to do with aesthetics, the packaging of the product, the color. The most important thing is to have elements that guarantee a correct choice of the image of the organization or of the people. Conceptual Component: it is what the company wants to convey above all the tangible that is perceived by the consumer and that defines the purchase of the product. Evaluative Component: it is the result of the articulation between the Physical Component and the Conceptual Component.
Image classification:
- Personal Image: it is the one that is articulated on people. This type of image must be previously elaborated and defined to implement adequate strategic actions to achieve said image. Product Image: are the beliefs and associations of a generic product. These products have their own and perfectly defined image of those that certain brands may have. Brand Image: the image of a certain brand is articulated by the public, whether or not it is a consumer. In this case the image must be defined before the product launch and then articulated with strategic actions that correspond to a structured plan. Institutional Image:it is the image that the company as an entity articulates in people. It encompasses and surpasses the previous ones, since only one action or omission of any organization contributes to the formation of a good or bad image of the institution.
Formation of an image:
Ideal Image: it is one that the organization thinks about before it reaches the public. It is planned through advertisements.
Projected Image: it is one that is broadcast through strategies already installed in the community.
Real Image: it is what the public perceives that it really relates to the product. The closer the real image is to the ideal image, the better the work of the Public Relations Officer has been done and the objective has been achieved.
Communication.
Human beings spend a great deal of time in their lives communicating verbally or bodily. For example, correspondence (written CÑ), a greeting (gestural CÑ), a telephone call (verbal CÑ), a meeting with friends (group CÑ).
Aristotle defined communication as the search for all the means of persuasion available, whose main goal is the achievement of a specific response.
To communicate is to affect the environment. Every time we communicate we have a purpose, and this can be:
- Consumatorio: it is exhausted in itself. It does not pursue ulteriorities. It does not go beyond what you are doing. Its sole purpose is to convey information or message and it does not expect any particular feedback. Instrumental: most communication is of this type. People use this type of communication to achieve a purpose.
Every time we communicate we affect the environment, and the only way not to affect it is not to interfere.
Aristotle held that in communication there is:
Speaker Speech Auditorium
Sender Message Receiver
The art of persuading is getting the desired response from the audience, and this can be achieved with two techniques:
- Rhetoric: what is said. It is the content, the level of knowledge, of instruction that one has on a subject. Verbal communication. Eloquence: how and in what way it is said. Treatments in non-verbal communication, gestures, images, icons, intention. Analog communication.
According to David Berlo, the basic objective of communication is to become effective agents. Influencing others in the physical world around us and in ourselves, in such a way that we can become determining agents and feel capable of making decisions.
At present, to define communication it is necessary to distinguish between:
- Information: whoever tries to inform has the purpose of transmitting a message to a receiver, regardless of his response. Eg: weather report, decisions of a boss, instructions from a manual, etc. Persuasion: whoever tries to persuade wants to obtain a certain answer, through a communicational process in which the other also obtains what they want or what they "think" they want. This process is two-way and the roles of persuade and persuade are often easily swapped.
Persuasion is not something you do to others, it is dynamic, and it takes place with others. Persuasive communication only takes place to the extent that the feedback obtained is as expected, otherwise, there was no communication, but rather an exchange of information.
Feedback can be:
-
- positive: when the answer obtained is the expected and logical one. negative: it is when any type of response is obtained that is not in accordance with what is expected.
Communication process.
Source Sender Encoder Message Channel
Recipient Receiver Decoder
The communication process is linear and is composed of the following:
- Source: is where the information comes from. The origin of it. The last responsible. Issuer: is in charge of transmitting the message. It may or may not be a source. Encoder: is the selection of codes that will be used to transmit the message.
- Code: Talk, write, gesture. It is a communicational convention through which the sender and receiver previously agree on its meaning. The code is social in nature, because in order for it to communicate, both parties have to understand it.
According to F. De Sausude, there are three levels of communication:
- Linguistic sign: it is the union of two elements:
- Meaning (concept) Significant (Acoustic Image)
The relationship between the signified and the signifier is totally arbitrary. (unnatural).
- Symbol: it is the union of a graphic figure, image, with something that it symbolizes. The symbol connotes (represents, while the sign denotes (presents). The more natural the relationship between the symbol and what it symbolizes, the more effective the representation. Signal: it is any natural or artificial element that warns about the imminence of some fact or event.
- natural: lightning = lightning. artificial: traffic signs.
- Message: consists of:
- content (what?) - form (syntax) treatment (how?) - mode (tone and expressiveness
- Channel: it is made up of three parts:
- spring: it is made up of the set of psychophysical elements that allow the emission and reception of a message. They are the organs of phonation, the entire neurolinguistic apparatus that is put into operation. Any difficulty affects the communication or the message that you want to convey. vehicle: technically it is what conveys the message, like the voice and the written word. support: it is what acts to express itself.
- Decoder: is the process by which the receiver of the message interprets the purpose or intention of the issuing source expressed in the message. Receiver: is the one who receives the message transported by the vehicle directly and without intermediaries. There are two types of receptors:
- intentional unintentional
The recipient is not necessarily the recipient.
- Recipient: is the one to whom we focus the intention of the communication and from whom we expect a special type of response.
Fidelity of communication.
Noise, within a communicational process, is inversely proportional to fidelity.
If you increase the noise, you decrease the fidelity and vice versa.
There are three basic types of noise:
- during the conception of the message: own of the sender Loss of concentration During transmission: they are external and are produced during the broadcast. During reception: they are the receiver's own. Loss of concentration by the receptor.
The fidelity of the communication is taken care of by the following elements:
- coding skills:
- encoders: speak, write. encoders: read, listen.
- towards oneself towards the other towards the subject towards the receiver
Empathy.
There are two theories:
- based on indifference: self-evaluation of one's behavior on certain moods and based on those thoughts, feelings, act accordingly with others. Influence others with your own posture. Based on the assumption of the role: people assume their behaviors imitatively in similar situations. Actions and behaviors of profiles or values stronger than one's own are imitated.
Mass communication.
Mass communication has characteristics that refer to three aspects:
- nature of the issuer: to be able to broadcast in mass communication you need:
- high technology, strong investment, a very professional specialization and division of labor.
- fast.public: global reach, free or with a minimal tariff.transient: short duration of the message. Validity of fleeting information.
- large: no face-to-face interaction between all who participate heterogeneous: social status, race, etc. anonymous: the possibility that there is no nominal knowledge.
Mass communication meets four objectives:
- supervision of the environment: is to see what happened. See what is important or meaningful to post. Find out what is happening. Place where the news is generated. Prescription of the way of acting: the media not only inform, but also tell how to act or think about certain issues. Opinion formation. Transmission of cultural heritage: it is the possibility that the medium has of transmitting values, culture and history of a place or a community. Entertainment: dimension that serves to reduce the blood pressure level of the receptor. Expressions of art, culture, music. Shows, etc.
Rumor.
Rumor = Importance (Interest) + Ambiguity
Rumor is information that passes from person to person and circulates in an informal (unofficial) way.
Importance is given according to what interests the group.
The actual source of the Rumor is never known.
Allport said that the Rumor transmits lies that although there are traces of truth, it was distorted, and are no longer true.
Condensation is a phenomenon of Rumor. It follows from it:
- Accentuation: it is given in the part of the story that most affects the group. Leveling: all messages are leveled at a certain point, and this is given according to the interests of the group.
In the fifth or sixth message transmitted, the information tends to Condense.
Knapp said that there are two types of Rumors:
- Technical Rumors: It is the aggressive Rumor. It is orchestrated and intentional. It is done to generate damage.
The ways to combat them are:
-
- Denying it Disregarding or ignoring that information Launching an aggressive rumor against whoever did it, if the source is known (Counter - rumor)
- Rumor "In Dream": it is the desire of people for something to happen. They are spontaneous and non-aggressive. Rumor "Scarecrow": it is the fear of something happening.
Theory of Public Relations. Second partial.
Advertising:
It makes known or updates the knowledge of a product or service.
Persuade about advantages, benefits, characteristics of a product or service, brand or institution.
It can be classified into:
- product or service: present a new product or remember one already positioned in the market.
Positioning: Two types:
- in the market (market share): place that the product or service occupies within the market. It is measurable based on market research, in which different strategies are used. Psychological (trouta - Ries): it is the place that the product or service occupies in the mind of the consumer. It has to do with the image from the company to the consumer. It is a strategy that the company has for its product. It is the idea or strategy that summarizes the product or service. It is not always direct. Example: La Serenísima: "The quality"
- Institutional:
- Institutional proper: it is the one that is recognized at the company level, where a specific product is not advertised. false public good: masked within a public good action. public good: it is carried out by a company that does not perceive profit. Foundations, councils. Example: INCUCAI political advertising
Three moments of Advertising (Advertising Spiral)
- Introductory campaign: three types of products:
- new as a concept (DVD - Movicom) new as a category (Fernando - Fernet cola) new as a brand
the launch is carried out with a strong investment greater than income. It can last two or three weeks.
- Competitive campaign: positioning is fought. Retention campaign: every company tries to keep its real customers. A flight campaign is carried out to maintain a position with real customers.
Propaganda.
It seeks to instill an ideology, idea, doctrine to influence the opinions, attitudes and behaviors of any group directly or indirectly in support of specific objectives.
Persuasion is purely on a psychological level.
It can be classified according to its:
- source: recognition or not:
- white: perfectly recognizable font. The mass media are used and those who make this propaganda say to which political party they belong. Gray: doubts arise about who is issuing the message. Posters appear in which the source is not recognized. Graffiti and rumors are used. Black: the font is contrary to the message.
- of indoctrination: they aim to put people, whether affiliated or not, within their doctrine or idea. Example: 1983 - the importance of living in a democracy. agitation: mass actions. Search for social discontent. integration: search for political - mystical unity. Example: countries of Islam. of subversion: destruction of the adversary at all costs using illicit means to achieve it. Bombs, terrorism, acts of violence.
Rules of propaganda.
- simplification and unique enemy: looking for an adversary to differentiate from. By means of a slogan simplification is used (with a few words the idea of the campaign is given). unanimity and contagion: unity of criteria is sought within the party, speeches of unity are made and they are transmitted to the masses. The masses are infected with that criterion. exaggeration and disfigurement: exacerbating a defect to disqualify the adversary, and take it to its maximum expression. transfusion: the idea of changing old ideas for new, or incorporating new ideas or new characters. Renovate. orchestration: fine-tuning of all elements of the campaign. Acts, public appearances, media, closing.
Schools.
Contemporary:
- Marxist Leninist (Russian): begins at the beginning of the last century based on a social and economic theory of Karl Marx. The Bolshevik revolution arises: birth of communism. It lasted almost 80 years in Russia and is based on two basic parameters:
- productive forces relations of production
Marx: class consciousness: the basis of political consciousness. Maximum degree of development of consciousness.
Lenin: self- controlled class consciousness confines itself to economic struggle and does not become political consciousness. First, it is necessary to awaken it, educate it and take it to a wider sphere than that constituted between workers and bosses. That task falls to an elite of professional revolutionaries who are the conscious vanguard of the proletariat (communist party).
In this way, propaganda understood in a broad sense, ranging from agitation to political education, becomes a transmission race that continuously connects the mass with the party.
For Lenin, propaganda is a link between the people and the party.
Propaganda System.
Characteristics.
- political revelation or denunciation: it is to investigate those questions that lead to popular discontent. Then, with that information, take it out of context and call out popular discontent. They worked in the factories and the systems of central Europe were mainly denounced. voice of order: it is the second part. The political consequence of the complaint. Political action. It is expressing an idea clearly, briefly, concisely, and as euphoric as possible. It is the birth of the campaign slogan.
These types of messages were addressed to people with low educational levels.
It works with two types of agents:
- propagandists: they instilled many ideas in a single person or a small number of people. They acted mainly in writing, and were addressed at a slightly higher cultural level. They gave foundations of economic theory to a group, who later would also function as propagandists. agitators: they instilled a single idea or a very small number of ideas in many people and they acted out loud. The themes were simple, simplified. It is the political act. The level of oratory is highly emotional rather than rationalistic. They were heading to the crowd. Nazi Goebbelian(German): born in the 1930s. Germany had lost the First World War with an adverse economic situation. Largest hyperinflationary crisis in history. Their workforce capacity was reduced, as adult men were killed in the war. A group breaks away from the German army and creates the "National Socialist Party", which summons women and children to work. Children with military training. Education by the State.
They created a popular and national consciousness. Germany comes out of that crisis and becomes a world power. (machinery, weapons and technology
Hitler-led movement.
Goebbel was a psychologist. He specialized in handling large masses.
Hitlerism corrupted the Leninist conception of propaganda. He made of it a weapon in himself which he used indifferently for all his purposes.
Goebbel: He did a study on deep fears. One of the biggest is the fear of the dark, and the other is death.
Exaltation of the purity of the blood.
Every propaganda demonstration was carefully prepared, nothing was left to chance.
All the propaganda elements were to make German sentiment clear. Symbols were sought to complement the speeches.
Behavioral method:
- conditioned reflexes: match the goals of the party with the needs of the people. Build on past accomplishments for credibility. conditioned inhibition: as a consequence of conditioned reflexes, it hypnotizes the propaganda procedure and rhythm. It reaches the peak of propaganda. It reaches the inhibition of dissent. The handling of the propaganda begins to be carried out without resorting to the linguistic signs and begins to work with the symbols, which transfer the ideas to the symbols.
Goebbel: "The symbology had to work as the whip worked for the slave."
Method of transmitting the propaganda: Three steps:
- courtship: flattery, seeking to build trust. abusive: moment of advance. There are objections and objections. You move forward with confidence. stylet: inhibition. The moment a disability is admitted, the stylet is applied.
Political marketing.
It is a current form of propaganda in which marketing and advertising concepts are taken.
It was born in the early 1980s jointly in the United States and Europe.
It takes concepts from the two contemporary schools, uses the slogan and actors as propagandists and agitators. Isologotypes are used.
Take concepts from marketing about knowledge about people. Operational and motivational market research.
Propaganda.
A platform is manufactured and a candidate is created according to the research carried out.
Arguments:
- use short sentences less compromises production and expenses in TV ads and jingles. no use of harsh words.
Magical thinking is used during the campaign.
Press in political marketing.
Campaign committees that work 24 hours a day are formed, measuring a candidate's attitudes through consultants.
The press, clippings (cover, page number in newspapers) are analyzed. Also to the competition.
Motivational research.
It is a set of psychological and psychoanalytic techniques that seek to establish the true hidden motives that make a person act in a certain way and not in another.
Born around '50 in the United States.
Ernest Dickert (rationalistic psychologist): investigates the motivation of people to buy products. Create the Motivational Research institute.
According to Dickert, there are three basic assumptions to be wary of:
- "People tell the truth about their tastes" "people are rational when buying" "people know what they want"
Four principles of Motivational Research:
- of the I and the ego: not to assume a position of superiority with respect to the receiver in such a way that he cannot reach it. Do not go over the receiver. of emotion: people are more emotional than rational. personality: projection phenomenon. There are people who project their personality onto objects. respecting the Self: avoiding false expectations. If the product claims to be useful for certain things, it must comply with what it says.
Vance Packard: classifies, makes a topology, of different types of motivations, which he calls "hidden needs":
- selling emotional security: aims to make people feel safe with certain products. Example: Showing a full refrigerator in an advertisement shows that there will never be a shortage of food. sale of self-affirmation: "urgency to effort", approval regarding the effort made. They motivate because the ad shows that they are saying what no one says. Example: household cleaning products. sale of immortality: life insurance: for the safety of the family after death, significance. Private cemeteries: status, family safety. selling self-satisfaction : self-satisfaction. Buy something that makes you feel good. By social necessity. sale of creative exhausts:instant products. Recipe packages, recommendations to make it better. Give people the opportunity to contribute some of their creativity. sale of love objects: use of children and animals (puppies) in advertising. sale of a sense of roots: use of figures or icons of culture related to the land, with a nationalist feeling. sale of feeling of power: an argument is given to the product of greater proportions, which grant power or prestige. Example: cars, credit cards.
An advertisement does not need to have only one of these arguments, or all of them, it can combine several by combining them.
IPCE
I esearch
P lanning
C ommunication
E valuation
Investigation.
It is the first step. Information entry. Search for the truth.
What is investigated is:
Customer satisfaction. Company image. Employee satisfaction. Relationship between the internal public and external public. Attention task. Communication problems with other organizations, government, entities. Communication problems due to rumors. Ascending and descending communication problems. Product image. Psychological positioning.
Research is carried out using scientific methods and processes.
Objective data are obtained that allow knowing the problem or the organization itself, and from these data, being able to establish action objectives, and based on these objectives make decisions.
Intuition is always sidelined.
Basic tools used in research:
- surveys: two types of questionnaires:
- sample: a part of the population (field) is taken and by means of statistical formulas certain statistical data are obtained. Census: all the units of analysis or field in which we are working are measured.
They may be:
- Quantitative: measures the quantity (numerical measurement). Closed questions are used, with different evaluation categories. Qualitative: options with open questions. Qualities are measured. They are asked to provide data or options. There are scientific methods of opinions. quantitative-qualitative: a mixture of the previous two.
- opinion polls: qualitative - quantitative surveys. image audit: image data only. quantitative-qualitative. interview: method in which at least two people take part. It has the advantage of being more committed, and the disadvantage that there is no anonymity. The biggest advantage is the face-to-face relationship between the interviewer and the interviewee, which helps observation. Things are discovered from silences. Visual and gestural communication.
It takes a lot of time and effort.
When it is external, a request for information can be made to the company through a brief, which is used to find out structural data of the company, such as the company name, number of employees, brands, factories, shareholder payroll, volume and points sales, public, market share, organization chart, competition, memory and balance sheet, etc. All kinds of statistics, both of the company and of the context, that make up the macro-environment of the company. Political, social, financial, cultural, religious, etc.
Goals.
It is the future state. It is not just any proposition, but it must meet three minimum characteristics:
- intention: what you propose to do. It must be credible, possible and achievable. proportion or measure: in what quantity the intention is quantified. term: time limit.
In Public Relations we work in medium (one year, approximately) and long term (more than two years).
"Anyone who wants to know something that has to do with research and does not investigate or the investigation is inefficient, will obtain erroneous data."
Planning.
Efficiency: when a goal is met on time and in good shape.
Effectiveness: when an objective is fulfilled in the best way.
Three types of decisions:
- strategies: the fundamental and vital facts and actions are determined, and the environment from which everything that makes up the organization is to be included. It is the what to do ?. Economic, human and technological resources.
This type of decision is made by the highest positions in a company, those who manage the capital (shareholders, owners).
- tactics: they are the alternative paths, forms and tools that make it possible to reach and develop strategies (how to do it?). operational: are the different procedures. The technique used (who does it?).
To find out which way the critical efficiency parameters are used.
They are called parameters because they vary very little, and critical because it is vital and irreplaceable (to achieve objectives in a timely manner).
The plan and the program are not the same.
Plan: decisions to achieve a certain goal. General actions.
program: detailed plan, with detailed actions, scheduled with place, operational details of procedures and what action corresponds to each person.
- Pert CPM or critical path method:
Optimistic time to take action.
Pessimistic time to take action.
It is generally used for engineering works.
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action 1: designers and presentation of work: 6 days.
action 2: in parallel: 4 days.
action 3: photographs and development: 2 days.
action 4: presentation of the brochure: 8 days.
action 5: approval of the brochure: 2 days.
action 6: color test: 7 days.
action 7: originals: 9 days.
"Achieve actions effectively, in the shortest time possible, and at the lowest cost."
Actions or tools that are planned in Public Relations:
Internal audience:
- house organce: it is the internal magazine of each company. billboards: differentiation is used in the colors of the messages. employee training. social events. employee manual. white book: it is a manual with the philosophy and mission of the organization. suggestion box: with or without forms. Anonymous. It is also external public. annual report and balance.
External public:
- relationship with the media:
- press release: it consists of a sheet in which something is communicated to the media that they are not obliged to publish. Characteristics:
- sent to a contact. Personalized Date and time. Clear and concise what you want to communicate. Written in journalistic language, if possible, so that it does not have to be transcribed. Events are communicated, calls to press conferences, etc. Free things should be communicated, such as conferences of a company X open to the general public.
- press release: it consists of a sheet in which something is communicated to the media that they are not obliged to publish. Characteristics:
It should not be measurable to false interpretations. It has to be very clear and concise. It is free and more extensive than the newsletter. It is about something that is disproved. The medium publishes it if you want and if you are interested.
- press conference: it is more informal than the press conference. The press surrounds the protagonist. It is organized at the level that there is something important to communicate. It is a mini conference. press conference: organized call of the media. With physical place, time and designation of those who will speak. It is requested with a certain anticipation.
- relations with the government lobbying actions (radio corridor): is the relationship that the company has with the government. It is about persuading political figures in the legislative and executive branches. The best for me and for the community. institutional advertising: it is recognized how the company is, what its values are. Cinema and TV are used, and radio is only used in support of the campaign. When there is no budget, a strong campaign is carried out on public roads only.
It is one that makes known the organization, its values, its beliefs. Your product is not disclosed, but it can be shown indirectly. Example: La Serenísima.
- Institutional brochures Institutional CD: these are CDs that explain what is done in the company. They are used in political campaigns to explain what is done in the campaign. WEB page (not interactive) video mailing: these are institutional videos that are sent by mail. news letter: it is a mini magazine of one or two pages. It is written as news, and it is sent along with invoices, etc. Gives information about activities and products. Guided tours: are those that are made within an organization so that the public knows it from the inside. Products are given to visitors. academic, sporting and cultural events customer service center:0-800-XXXXX. It is an additional service of a product or service. institutional videos programs for research grants: improvement for both internal and external audiences. sponsoring, sponsorship or sponsorship: (car races - Channel 13 and UNICEF). It is when sponsoring for-profit or non-profit organizations or companies, as long as the sponsored and the sponsor have the same values. ceremonial and protocol: these are laws that are used in public events that order the participation of people. requested: is recognizable by the title. It is an order or request, which bears the signature of the person or persons who make it. inserts:They are institutional publications that are fastened to the center page of a magazine. It can be a booklet or a sheet. sponsorships: they are to show the community a good service. Example: sponsor squares, hospitals, etc. donations: made by institutions, making sure that the community is aware of them. organization of events: they are used to present a new product or a relaunch of it, or also for company celebrations. mailing: personalized mail. It is little used because it is expensive. It is the most elegant way to reach a hierarchical client of my company. Mail: it is not very well seen, but it is cheaper. business gifts:they are done when something important happens in the company. You always have to notice who is the one who gives it, and know that it will be liked by the person who receives it.
Communication.
It is the executive face of the IPCE. It is the implementation of the program. They are visible actions that must be structured in an orderly and coordinated manner.
There are two ways to use actions:
AIDA (Attention - Interest - Desire - Action)
- Attention: the public's attention is sought, and this is achieved with creativity, aesthetics, design, etc. The moment to capture attention is the launch of the communication task. It's called "BOOM". Create an expectation. Interest: it becomes more informative and accurate. Communication makes what is being done is said, communicating, informing, persuading. Desire: the public wants what is being proposed. If the communication is to improve the image, the desire is produced in the public to move on to the next step. action: manifest action.
Communication system "in stages" or "by drip":
By stages:
- information: the public is informed about the campaign to be carried out. small-scale adoption: the campaign is implemented in a single group of people. If the group feels comfortable, it encourages others to want to participate. Large-scale adoption: a control group verifies whether the campaign to be carried out is accepted, and removing the errors, it is carried out on a large scale.
Drip:
Instead of reporting everything together, it is reported in stages, with triggers, and before reporting further, you see the public's reaction to previous triggers.
Once we communicate, nothing can be changed (it is already past), but it is possible to foresee in the future that the same mistakes will not be made as before.
Evaluation.
This process is done during each step of the IPCE.
"It's the control of the controls."
It is the key factor in any communication program. It is control. Monitoring and evaluating the impact of the messages that are communicated. It is a task that is often neglected, however it is essential that the process has feedback. It is done the day after the annual operating plan.
The data collected in the evaluation serve as the basis for the investigation of future processes that are put in place. The evaluation checks whether the objectives are met and to what extent.
You can do a:
- pre-test: see what the company proposed. post test: see if what the company wanted to do was fulfilled.
It is to see if things have changed or not, and to what extent.
Control is during, and evaluation after.
The advantage of control is that you can modify something that has been poorly planned, on the other hand, in the evaluation there is no going back, no changes can be made, it only serves to take into account the mistakes made so as not to commit them in future research.
Public opinion.
Cossio: it is a qualitative phenomenon. Public opinion revolves around the acceptance of a value or the rejection of a disvalue.
It develops the “expansive genesis of a value” . Courage is born and develops through four layers:
- "The original creation ": thaumaturgical opinion: it can be systematic (product of chance) or unsystematic (created with scientific methods).
A person creates value, scientifically or by chance. Example: Freud, creator of Psychoanalysis, has a thaumaturgical opinion of value. It is the opinion of the creator. Create a value with the intention that society know it, and make it public.
- "Intellectualized vocation" : technical opinion (spokespersons who are in the spotlight).
It is made up of a group of people who are attracted to "original creation", they are technicians with leadership characteristics, who have credibility so that the values are disclosed. They have an initial approach, and then they begin to study the subject deeply, with which they will have a technical opinion, since they investigated it. Every time they mention it they recreate it, but they don't change it.
- "Layer of objective understanding" : public opinion (emotional apprehension - it is social and historical).
It is another group of people who have an emotional apprehension with the subject.
Public Opinion is the historical awareness that a society has about all its problems through an objective understanding. It comes from the past and is projected into the future. Its historicity is given in the knowledge of a value.
It is social because it belongs to everyone, and it is historical because it comes from before, it has a reason.
- "Stratum of subjective understanding" : public opinion (it is individual - pleasure / unpleasure principle)
The opinion of the public is totally individual, and goes beyond the social interest. It is from each of the people and it is not historical, but it is biographical. It is used by the principle of pleasure - unpleasure. It is where the mass man appears.
Public opinion is a value. What is valid for society are principles.
The values can be:
- Absolute (life) Relative (kill)
The vacant value is only valid for a group of people.
Kimball Young: Public opinion is a democratic system.
Process of formation of Public Opinion in the democratic sphere:
Young's Quantitative Assessment.
The Public Opinion is the opinion of the majority over minorities against a fact in controversy.
It consists of four steps and a fifth of manifest action:
PROMULGATION OF LAW
- An issue arises that affects a group of people who experience it as a problem and ask for solutions in global terms. Example: unemployment, retirements, etc. When the issue has more impact on society, two types of considerations appear:
- preliminary: officials, opinion leaders, leaders, business chambers, trade unions, etc., consider the opportunity and importance of dealing with this issue or not. exploratory: the media and experts appear talking about this issue, giving their opinion. This, Kimball Young, calls minorities who push for the issue to be addressed.
In people there can be massive behaviors. Emotions are accentuated.
- the issue enters the Legislative Chamber:
- consensus is sought on any of the plans or possible solutions presented.
If there is consensus, vote on tables. If there is not, once the issue is discussed, the vote is taken, and in the vote the opinion of the majority is had over the opinion of the minority, and the law is enacted.
It is passed to the executive branch, which enacts or vetoes. In the latter case, the subject returns to the camera.
Kimball Young:
Opinion:
It is more than a mere notion or impression about a subject, but less than knowledge based on science. In science and dogma there is no opinion.
Public:
Qualifying adjective. Opinion expressed publicly. it can be on a rostrum, a book, etc.
Ceremonial and protocol.
It is applicable in official areas.
Ceremonial: indicates the structure of any act. Mark the steps that a certain act must follow.
Protocol: indicates the order that is given by the hierarchies of the people who are going to intervene in the act.
They arise as a language to communicate between the different states, and is governed by certain rules and laws.
- Law of the Right: the highest ranking person must be located to the right of the host.
In Argentina, the right gives way only under two circumstances:
- Obligation: visit of a foreign representative. Courtesy: to the Argentine Flag.
- Order of Precedence: marks the degree of importance or number of each of the functions of the people:
- President Vice - President Provisional President of the Senate Ministers (by date of creation of the ministries)
Rumor
Rumor = Importance (Interest) + Ambiguity
Rumor is information that passes from person to person and circulates in an informal (unofficial) way.
Importance is given according to what interests the group.
The actual source of the Rumor is never known.
Allport said that the Rumor transmits lies that although there are traces of truth, it was distorted, and are no longer true.
Condensation is a phenomenon of Rumor. It follows from it:
- Accentuation: it is given in the part of the story that most affects the group. Leveling: all messages are leveled at a certain point, and it is given according to the interests of the group.
In the fifth or sixth message transmitted, the information tends to Condense.
Knapp said that there are two types of Rumors:
- Technical Rumors: It is the aggressive Rumor. It is orchestrated and intentional. It is done to generate damage.
The ways to combat them are:
-
- Denying it Disregarding or ignoring that information Launching an aggressive rumor against whoever did it, if the source is known (Counter - rumor)
- Rumor "In Dream": it is the desire of people for something to happen. They are spontaneous and not aggressive. “Scarecrow” rumor: it is the fear of something happening.
THEORY OF PUBLIC RELATIONS.
Contributed by: Natalia E. Kotelchuk
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