100212 Chapter Notes - Chapter 5: Uptodate

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nellyxo20

6 Jun 2018

School

UWS

Department

University of Western Sydney

Course

100212

Professor

Kristen

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Week5PRResearch

Thisweekstudentswillgainanunderstandingof:

● Theroleofresearchineffectivepublicrelationspractice

● Therationaleforundertakingresearch

● Researchatdifferentstagesinthepublicrelationsprocessand

thecontributionsitcanmakeateachstage

● Howtoplanresearchtounderstandandmeasurepublicopinion

● Someoftherealitiesandchallengesofpublicrelations

research.



1.Effectiveprisaproccess

researchintegralpartofprpactice(Wilcox2003)

Researchmakesdiferencebetweenprrelationsaspuremarketingandpr

asmanagement



Researchlistening

Wilcox(2006)cluestopuzzle

posingquestionsandfindinganswers

“PROCESSOFSYSTEMATICALLYGATHERINGINFOTHATWILL

PROVIDETHEBASISTOESTABLISHASUNDERSTANDINGOF

SITUATIONSANDISSUESANDMAKESENSEOFTHEM”

(chiaandsynott2009)



lecture2)researchtheoryasbasisforpractice

ResearchtheoryHeirachyofeffectsmodel(McElreath,1993)FDRCCC



1.Formulatingthemessage/campaign/program

2.Disseminatingthemessage

3.Recievethemessage

4.Comprehendingthemessage

5.Changing/reinforcingattitudes/opinions

6.Changing/reinforcingbehaviours



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Linksbwattitudes,opinions,behaviours

attitudecognitive,affective,behavioural

attitudechangemustunderstandfactsandfeelandbelievebefore

behaviourischanged

linkbwinfoandattitude/behaviourchange

behaviourcanalsochangebySMCsituation,motivation,constraints

(gruningsandhuntsituationaltheory1994)

sometimesbehaviourchangeprecedesattitudechange



Publicopinionformation:

“expressionsofpublicattitudesandtheirevauationofwhatishappeningin

society”(Sietel,2007)

opinionbasedonperceptionsandevaluationRATHERTHANFACTS

opinionsaboutanythinge.g)localisedproposal,changestoschoolto

broaderissuescapitalpunishment



InhisbookTheWisdomofCrowds,JamesSurowiecki(2004)suggests

thatwhenitcomestomakingadecisionorsolvingaproblem,large

groupsofordinarypeoplearesmarterthanahandfulofexperts.

collectivewisdomofagroupofdiverse,independentpeopleproducesan

accuracyandinsightthattheexpertsoftenfailtomatch.



Spiralofsilencetheory



ElizabethNoelleNeumann(1974),SpiralofSilencetheorydescribesthe

dynamicprocessofpublicopinionformation.NoelleNeumann

hypothesisedthatpublicopinionchangesacrosstime



DietramScheufele(2007)explainsthattheprocessworksovertimewith

themajorityviewslowlyrisingtothepositionwhereitisseenasthe

prevailingview(evolveinsocialnorm)

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

minorityviewchoosetonotexpresstheirviewduetotheunpopularityof

thoseviews

blogscop.communicationexpressminorityviewwithoutpeoples

permission(Niel2009)



TheBarcelonadeclarationofresearchprinciples2010

Theprinciplesweredevelopedjointlyandendorsedbypractitioners

togetherwithGlobalAlliance,ICCO(InternationalCommunications

ConsultancyOrganisation),InstituteforPublicRelations,PublicRelations

SocietyofAmerica,andAMECUSandAgencyLeadersChapter(2010).



7principlesguidelinestoconsistentevaluation

publicsgroupofpeoplesharecommoninterest

opinionexpressionofattitude

attitudesstrongenoughsurfaceasopinions

opinionsstrongenoughleadtobehaviouralorverbalactions(seitel

2004)



Atttitudescanbe+,,nonexistent

small%strongsupport,strongoppositiion

vastmajoritymiddle:passive,neutral,indifferentsilentmaj

silentmajorityholdkeytosuccess(sietel)



GOODPRPROGRAMS:CRYSTALLISEATTITUDES,reinforcebeliefsand

occasionallychangepropinion



1.opinionstobechangedmustbeidentifiedandunderstood

2.targetpublicsmustbeclear

3.communicatormustknow“laws”thatgovernpublicopinion



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100212 Chapter Notes - Chapter 5: Uptodate

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