1. Public Relations Theory PRSA – Detroit Chapter APR Accreditation Prep
Lolita Cummings Carson, APR
This presentation on communications theories will encompass 8% of the APR exam, which also includes information on understanding these models, the models themselves and history of the profession. Keep in mind that the history of the profession will likely not encompass many questions in this section.
This presentation was provided by Lolita Carson-Cummings, APR, from Eastern Michigan University.

2. Agenda Setting Theory
Media, Public & Policy Makers (each has an agenda)
Agenda – a set of issues that are communicated
Multi-directional (any party can begin the process)
Flint Water Crisis
We’re going to start with Agenda-Setting Theory.
This is the early model – which is linear and an example of one-way communication
Media, public & policy makers (each has an agenda)
The agenda is Agenda – a set of issues that are communicated, For example: the Flint water crisis, gun control, politicians and Michigan roads are all topics where the media, the public and the policy makers have an agenda that they favor.

3. Agenda Setting Theory
Now we know this process is multi-directional --any party can begin the process. At the top of the model, we see that the communication and action is based on the personal experience and interpersonal communication of the players, on the bottom we see that “real world indicators of the importance of an agenda or event are meaningful, and the side shows us that media typically serve as gatekeepers – but not so much anymore because of the social media. Now we don’t have to wait for reporters to write their stories, submit them to an editor, have a copy editor look it over and then publish in hard or electronic form. Now anyone with an iPhone can do nearly the same and get the information out much quicker.
While initially the agenda-setting theory was one-way, it became clear that communication is more than just a one-way street. There is constant feedback. The Rogers and Dearing agenda setting model shows that an agenda can be set at any of three phases in the process and then can influence other agendas. One such example is the fascination with political fundraising. The politicians who raise the most are considered frontrunners before any votes are cast. Think about how the agenda gets set on this situation? Who has the power?
PR professionals help media set agenda by sharing story ideas – close to half of all news stories originated from a PR professional either through a news release, news story, or pitch.
Flint Example – A couple of years ago, when the city of Flint first began processing its own water, residents of the city began complaining almost immediately about the taste, look, feel and effects of the water. Few were listening.
For the sake of this example, let’s say we’re still back then. Here’s how public relations efforts could have helped using the agenda setting theory. You partner with the local pediatrician at Hurley Medical Center who has called to inform you she’s noticing elevated blood lead level in children every since the source of water was switched from Flint to Detroit. After a great deal of consulting the physician and bringing on other interested parties such as local clergy, community groups, local residents, water experts, other politicians, etc., you arrange for a joint press conference that includes professionals in all of these areas – and more. You create press kits with aggregate test results, narratives from city residents, water results, and more. You invite local, statewide, and national journalists; politicians, philanthropists and more to bring attention to the problem. That’s agenda setting. Afterwards, you continue to communicate and coordinate efforts with all of these publics to ensure the issue stays at the forefront – sharing the stories of affected parties – until reach change occurs.

4. Dove Campaign for Real Beauty
Diffusion Theory
Dove Campaign for Real Beauty
So now, let’s take a look at the Diffusion Theory --
And for that, we’re going to take an indepth look at Dove’s “Campaign for Real Beauty”

5. Diffusion Theory
Diffusion of innovations – We are creatures of habit and resistant to change.
Change takes a long time – and cannot be accomplished by news alone.
People need to talk about it, to consider it, to accept it.
Change takes a long time – people need to talk about it, to consider it, to accept it.

6. People adopt an idea or behavior after going through five steps:
Diffusion Theory
People adopt an idea or behavior after going through five steps:
Awareness People become aware of an idea or product.
Social media can be an excellent vehicle.
Interest People seek more information.
Evaluation People ask others for their opinion, research.
Trial People try it or have some form of participation.
Adoption People are all in and may look for positive feedback about decision.

7. Diffusion Theory
Innovators – well educated, wealthy, lack influence within group, will try new things
Early Adopters – influential, wealthy, educated – won’t try anything untested.
Early Majority
Majority
Non Adaptors (Laggards)
People are also placed into five different categories:
Innovators – well educator, wealthy, lack influence within group, will try new things – THESE PEOPLE ARE WATCHED BY OTHERS, BUT THEY’RE NOT FOLLOWED
Early Adopters – influential, wealthy, educated – won’t try anything untested, but if it makes sense, will try those new things that have been tested. This group is quite important, as they can share information, spread word of mouth, and help gain support of the majority
Early Majority – once they come on board, the pace picks up rapidly. They are influential with the majority
Majority – These people rely heavily on the early majority
Non Adaptors (Laggards) – They just won’t budge; they rarely adopt a product or concept.

8. Dove Campaign For Real Beauty -- Results
Diffusion Theory
Dove Campaign For Real Beauty -- Results
Dove Campaign For Real Beauty Example –
Dove launched their social media sites starting in June 2010 with the creation of their Facebook page in order to promote Dove’s Campaign for Real Beauty.  They didn’t have twitter at the time, but it has since become quite influential with more than 48,000 followers.
The use of social media sites in order to interest people and make them aware of the campaign is an example of the diffusion of innovation theory.
Remember, the first step is awareness, which is when a person becomes aware of an idea or a new product.  In this case, Dove used Facebook as an awareness tactic by posting uplifting status’ or tweets, inspirational photos, and the motivating videos Dove made for the campaign.
Dove strategically used social media sites because they knew the people they aimed to target were using these websites.  Dove sought to alter the idea women, roughly between the ages of 35-55, have about their self-beauty.  They used social media for this because the largest age group to be using Facebook and Twitter are between the ages of – and the could reach these audiences at a faster pace and in greater amounts.
The next step in the model is interest, so Dove focused on individuals who sought more information about the idea or the product.  Again, they did this through social media, and could track those who were interested because they would “like” their facebook page or follow them on Twitter.  They also commented, shared, replied, retweeted, or favorited the posts on the Dove’s Facebook and Twitter accounts.
So as you can see, Facebook and Twitter were a huge success for the Dove Campaign for Real Beauty because of the amount of buzz that was generated.  The Dove Facebook page has more than 15 millions likes, while the Twitter page has about 180,000 followers. By all accounts, a huge success.

9. Early View of Communication Process
Sender: Person who wants to communicate with another
Encoder: Translation of images, ideas, pictures, emotions into symbols the receiver can understand – can be words, emoticons written materials, etc.
Channels: Face-to-face, verbal, phone, text, printed materials, television, Internet, social media, carrier pigeon, etc.
Noise: Anything That Distracts – semantics (how words are combined to form phrases, physical noise, or it can be semantics (the meanings of words)
Decoder: Understanding intent of message and/or sender, hidden agendas,
reading, hearing, etc.
Receiver: Message Received
Notice how this is all very linear and one-way. Our next model is more accurate in that it reflects two-way communication. When we went the other way, the messages had to be decoded by the receiver. In this message with feedback, the messages must be decoded by the sender.

10. Communication Process Illustrating Feedback Within Common Experience
Shannon and Weaver model
This is the same model as the one we just discussed, but this one demonstrates how the receiver provides information back to the sender – and how the sender then must decode what has come back – the feedback. Keep in mind that with feedback, the final step is for the sender to decode the message coming back.
Same model as the one we just discussed – with feedback

11. Factors the Hinder Feedback
Jargon or unclear language
Misalignment with culture and values
History of distrust
Distractions
Negative influencers
Sources or spokespeople with no credibility
Unreliable media
Gatekeepers
This is list includes things that can hinder communication

12. Communication Process Model
This model is the same as the other two models. It just shows how each the communicator and receiver encodes and decodes messages – and sends that forward. However, this model also considers the “social environment” you may be in, as well as the “context of your relationship,” and each communicator’s frame of reference – which is often different.
So again, think about the limitless barriers to communication – and how you can remove them. Consider some of these:

13. 7 Cs of Communication To Overcome Barriers
Clarity – Be clear about your goal and message, use concrete words
Credibility – Establish authority, elevated expertise
Content – Explain message; must have meaning and relevance for audience
Context – Consider situational relevance of message
Continuity – Ensure messages are consistent; use repetition
Capability – Know the level of understanding of receivers; will they understand message?
Channels - Determine how message will be shared; use established channels
The 7 Cs are elements you may need to overcome when sending a message.
At this point, go over the models covered in this presentation and take a minute to think of a real-world example that can be applied to each of these theories.
Get more information about theories here: