PUBLIC RELATIONS PRACTICE 2014

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Week 2: Reputation & Persuasion !

DR KANE HOPKINS

1

32Persuasion

Propaganda

Reputation

Factoid: Which one is correct?• Swallowing chewing gum takes seven years to digest • The Great Wall of China is visible from the Moon • Goldfish have a memory span of just a few seconds • Daddy-longlegs are the most venomous spider in the

world • You are supposed to drink eight glasses of water a

day • Men think about sex every seven seconds • People only use ten percent of their brains • Whitetail spiders are poisonous

Reputation“All companies have a reputation. It may be positive or negative, clear or diffuse, strong or weak – but it’s always there. A company’s reputation is an indicator of the level of confidence the company enjoys among vital target groups.”

(Madland & Wara, 2002)

What is their reputation?

What is their reputation?

What is their reputation?

What is their reputation?

What is their reputation?

What is their reputation?

NZ 2013 Corporate Reputation Index1. Toyota New Zealand.!2. Heinz-Wattie's.!3. Air New Zealand.!4. New Zealand Post.!5. Fisher & Paykel.!6. Foodstuffs.!7. Hewlett-Packard New Zealand.!8. The Warehouse.!9. ASB.!10. Goodman Fielder.

Harris Reputation Quotient 20131. amazon.com!2. Apple!3. The Walt Disney Company!4. Google!5. Johnson & Johnson!6. The Coca-Cola Company !7. Whole Foods Market!8. Sony!9. Procter & Gamble Co.!10.Costco

The 360• The way we see ourselves!• The way others see us!• The way we think others see us

The two components of reputation

IDENTITY

IMAGE

Image v Identity• Image

– the view of the organisation by different stakeholders

!• Identity

– The organisation’s personality, the way it presents itself to the public, and the it wants to be regarded.

What Is Reputation?• Image:

– Exists in the minds of publics – Picture, impression, appearance: the way you

are seen – Implies lack of fit with reality – A large part of communication people’s role

What Is Reputation?• Identity:

– For ethical organisations implies fit with reality – Coordinates disparate elements truthfully – Exists as a goal in the minds of organisation – Consists of a culture, and shared symbols

which reflect, anchor and build that culture • Name, logo, “personality”

Who needs to consider reputation?• Companies • Non-profits organisations • Political parties • Political leaders • Countries • Anyone who cares about what other

people think

In other words…• Reputation management is the conscious

management of image and (for ethical organisations) identity

• Image and identity must align

Benefits of a good reputation• Increased productivity and morale!• Increased stockholder confidence!• Lower marketing and distribution costs!• Less hostility from government and regulators!• Customers will feel better about staff and products!• Higher perception of product quality!• More favourable media attention!• Greater access to new global markets!• Fewer risks of crisis!• Reputations can be lost more easily than they are created

What is Persuasion?

What is Persuasion?The use of messages to influence an audience.

What is Persuasion?

1. Getting people to make a decision

The use of messages to influence an audience.

What is Persuasion?

1. Getting people to make a decision2. Getting people to follow through and take !

action

The use of messages to influence an audience.

What is Persuasion?

1. Getting people to make a decision2. Getting people to follow through and take !

action 3. Getting people to change their actual beliefs and

attitudes about something

The use of messages to influence an audience.

What is Persuasion?

1. Getting people to make a decision2. Getting people to follow through and take !

action 3. Getting people to change their actual beliefs and

attitudes about something 4. Good persuasion relies on solid evidence !

rather than faulty reasoning.

The use of messages to influence an audience.

Cutlip, Center & Broom’s four guiding principles

Cutlip, Center & Broom’s four guiding principles

1. Identification principle – most people will ignore an idea, opinion or a point of view unless they can clearly see that it affects their personal fears and desires, hopes or aspirations. !!Your message must be stated in terms of the interest of your audience!

Cutlip, Center & Broom’s four guiding principles

1. Identification principle – most people will ignore an idea, opinion or a point of view unless they can clearly see that it affects their personal fears and desires, hopes or aspirations. !!Your message must be stated in terms of the interest of your audience!

Cutlip, Center & Broom’s four guiding principles

1. Identification principle – most people will ignore an idea, opinion or a point of view unless they can clearly see that it affects their personal fears and desires, hopes or aspirations. !!Your message must be stated in terms of the interest of your audience!2. Action principle – people seldom buy

ideas separate from action – either action taken or about to be taken by the sponsor of the idea or the action of the people themselves can conveniently take to prove the merit of the idea!!Unless a means of action is proved, people tend to shrug off appeals to do things

Cutlip, Center & Broom’s four guiding principles

1. Identification principle – most people will ignore an idea, opinion or a point of view unless they can clearly see that it affects their personal fears and desires, hopes or aspirations. !!Your message must be stated in terms of the interest of your audience!

2. Action principle – people seldom buy ideas separate from action – either action taken or about to be taken by the sponsor of the idea or the action of the people themselves can conveniently take to prove the merit of the idea!!Unless a means of action is proved, people tend to shrug off appeals to do things

Cutlip, Center & Broom’s four guiding principles

1. Identification principle – most people will ignore an idea, opinion or a point of view unless they can clearly see that it affects their personal fears and desires, hopes or aspirations. !!Your message must be stated in terms of the interest of your audience!

2. Action principle – people seldom buy ideas separate from action – either action taken or about to be taken by the sponsor of the idea or the action of the people themselves can conveniently take to prove the merit of the idea!!Unless a means of action is proved, people tend to shrug off appeals to do things

3. Principle of familiarity and trust – we buy ideas only from those we trust; we are influenced by, or adopt, only those opinions or points of view put forward by individuals, companies or organisations that we regard as credible.!

!Unless the listener has confidence in the speaker, the listener is not likely to listen or believe

Cutlip, Center & Broom’s four guiding principles

1. Identification principle – most people will ignore an idea, opinion or a point of view unless they can clearly see that it affects their personal fears and desires, hopes or aspirations. !!Your message must be stated in terms of the interest of your audience!

2. Action principle – people seldom buy ideas separate from action – either action taken or about to be taken by the sponsor of the idea or the action of the people themselves can conveniently take to prove the merit of the idea!!Unless a means of action is proved, people tend to shrug off appeals to do things

3. Principle of familiarity and trust – we buy ideas only from those we trust; we are influenced by, or adopt, only those opinions or points of view put forward by individuals, companies or organisations that we regard as credible.!

!Unless the listener has confidence in the speaker, the listener is not likely to listen or believe

Cutlip, Center & Broom’s four guiding principles

1. Identification principle – most people will ignore an idea, opinion or a point of view unless they can clearly see that it affects their personal fears and desires, hopes or aspirations. !!Your message must be stated in terms of the interest of your audience!

2. Action principle – people seldom buy ideas separate from action – either action taken or about to be taken by the sponsor of the idea or the action of the people themselves can conveniently take to prove the merit of the idea!!Unless a means of action is proved, people tend to shrug off appeals to do things

3. Principle of familiarity and trust – we buy ideas only from those we trust; we are influenced by, or adopt, only those opinions or points of view put forward by individuals, companies or organisations that we regard as credible.!

!Unless the listener has confidence in the speaker, the listener is not likely to listen or believe

4. Clarity principle – the situation must beclear to us, not confusing. The thing weread, observe, see or hear, the things thatproceeds our impressions, must be clear,not subject to interpretations. People tendto see things as black and white

To communicate, you employ words,symbols or stereotypes that thereceiver comprehends and respondsto.

Elaboration Likelihood Model

Propaganda is to a democracy whatthe bludgeon is to a totalitarian state.Noam Chomsky

PROPAGANDA

The Big LieThis theory states that: • No matter how big the lie, people will believe it if you

repeat it enough!• Everyone tells small lies • Very few have the guts to tell huge lies • Because a big lie is so unlikely, people will come to

accept it

What is Propaganda?

What is Propaganda?

• The most general definition of propaganda is:any attempt to persuade anyone of anybelief.Hummell and Huntress, (1949)

• Propaganda is an expression of opinion oraction by individuals or groups deliberatelydesigned to influence the opinions andactions of other individuals or groups withreference to a predetermined end.The Institute For Propaganda Analysis,(1938)

Recent DefinitionPropaganda is the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behaviour to achieve a response that furthers the desired intent of the propagandist. !

Jowett & O'Donnel. (2006) 

The Invasion of Iraq

The Invasion of Iraq

• The alleged linkage of Saddam Hussein with Osama bin Laden, al Qaeda and weapons of mass destruction

• Saddam Hussein's development of nuclear weapons • America would be safer

BIG FAT

LIARS

Propaganda Appeals Name-calling!• Giving an idea a bad or emotive label • Using “loaded” terms • Diverting attention from the message to the

messenger • Discrediting the messenger with information

totally unrelated to the issue !Examples: terrorist, flip flopper, fake, bully, liar

Glittering generalities!• … elicit strong emotional responses through the

use of vague and hollow, though perceptually meaningful, words and phrases

• A common element of glittering generalities are intangible nouns that embody ideals, such as: • dignity • freedom • patriotism

Characteristics of Propaganda

Characteristics of PropagandaTransfer!• A process of association; the good of one thing

rubs off onto something else – Appropriation of symbolic objects, e.g. flags,

national anthem – Sponsorship; appropriation of athlete’s

qualities – Celebrity endorsement: transfer of celebrity’s

qualities

Characteristics of PropagandaTestimonial!• Actual endorsement as opposed to transfer

device. – Commonly used in advertising – Usually involves athletes or celebrities

encouraging people to buy

Calling upon the support of “plain folks”!• Trying to show that a person or product is good

for “ordinary” people, because a person is “just like you” and understands you • Politicians’ “middle New Zealand” • Average Joe • … not what Kiwis do • The American people

Characteristics of Propaganda

Card Stacking!• Manipulates an audience’s perception of an

issue by emphasising one side and repressing another

• Slanted selection of material for presentation • Movie ads cite only ‘good’ review, out of

context

Characteristics of Propaganda

Characteristics of PropagandaThe Band Wagon!• Convincing us to accept someone or

something because of its popularity – Everybody is doing it

• “the people’s choice” • “Nobody doesn’t like Sara Lee” • “the Pepsi generation”

Characteristics of PropagandaFear appeals/threats!• Plays on deep-seated fears • Warns the audience that disaster will result if they

do not follow a particular course of action – insurance companies !

What about Quit smoking campaigns???