Strategic Communication in Public Relations - Essay Example

Strategic Communication in Public Relations Public relations and advertising areas are now developing rapidly and experiencing dynamical potential increase. Mass-media are no longer information media, but refer mostly to communication with target groups in order to create an illusion of a dialogue and the opportunity for feedback. The whole array of persuasion techniques is used, especially on the World Wide Web and in email messages known as ‘spam’, i.e. unnecessary or useless information, normally blocked by the most powerful mailers, yet certain number of such messages penetrates into the users’ electronic mailboxes. In my opinion, due to the undesirability of ‘spam’ information, it is becoming increasingly more attention-capturing and persuasive, especially highly-contextual political messages. The author of this essay has recently received an interesting letter, which will put frames of the present paper and be explained in terms of communication strategies. First of all, the letter has quite attractive title – “NARAL Pro-Choice America CHOICE AND CHANGE”. The catch phrase or attention grabber is most helpful in this sense, as the primary task of those who compiled this message is to create the situation, in which the receiver would read at least a title, i.e. the thread should be consistent and informative itself. One more helpful feature of this political agitation message is the presence of an outline at the beginning, so that the receiver has an opportunity to take a glance at the brief content. In my opinion, such lengthy messages should be started with a mini ‘contents’ section. Another technique, applied in the present message is emphasis on the reader’s needs. If the latter decides to open the letter, then he or she necessitates information, has continuous information ‘hunger’. In addition, the message is designed for native American citizens, the majority of whom are to some extent dissatisfied with the performance of the U.S. Congress, and are thus ready to perceive related criticism. “I am as thrilled as you are to think about a Congress that's not in the hands of anti-choice leaders like Dennis Hastert and Rick Santorum. But I know from my days running for office in Montana, we must not let up now. It's not over until all the votes are counted” (the entire letter is presented in ‘appendix’ section). Furthermore, the political agitation includes explaining to the reader his/her main needs and fears and offering a satisfaction alternative. The writer speaks from the first person and seems to address the message directly to the reader. In order to confirm the reader’s doubts in the overall legal and political balance, the message refers also to the research, conducted by Pro-Choice Group, which suggests that the opponents of ‘choice’ are in majority, so the major current problem is the lack of legal enforcement and inadequate financial basis for the realization of national will. The argument in the letter is built skillfully, as the author draws an imaginary ‘conditional’ picture (in the best PR-traditions) ‘What will happen if…[Anti-Choice-Groups come to power?’ (or visualization) : anti-choice candidates are depicted as those who slow down democratization of American society. In this sense, I can outline two main strategic communication techniques: first of all, the establishment of villain’s (or, more precisely, the enemy’s) image, who should possess those treats which would appeal to the reader’s self-consciousness, financial interest or ethical concerns (women’s choice is a brilliant example in this case). Secondly, the world under the villain’s rule will necessarily turn into complete mess and, as the enemy is not competent enough and has biased approach to the problems, which must be solved according to liberal democratic principles. The trick within the latter technique is exaggeration, i.e. the problem is overblown and turned into a real disaster. In fact, as changingminds.org content writer holds (2006), people need strong emotion-inducing arguments, such as the possibility of war, ecological catastrophe or economic depression – only in this case the reader would perceive and interpret the spam e-mail message seriously. On the contrary, letter also contains information about the possible enhancements in social policy, birth control and other underdeveloped (in terms of legislation and jurisdiction) issues. Using evidence is this sense is the most appropriate tool, in particular when the facts are reinforced by universal human interests, aspirations and concerns, i.e. they should be congruent with the rest of similar messages as well as with the reader’s social perceptions. The proofs, presented in the message are understandable and point to the fact that the enemy is spreading their influence and are likely to cause unhealthy and unnatural changes in the U.S. government offices. In fact, there is plenty of evidence – for instance, the message informs about the first success and novelties, introduces by NARAL. This means, their policy is both workable and applicable, so that the reader can ensure that he won’t become a social marginal if he contributes to the growth of the Pro-Choice Group. Referring to evidence, the message also includes appropriate rights and freedoms declared in the U.S. Constitution and international agreements. This is probably an indicator of the group’s legality and obedience. Nevertheless, the main form of evidence presentation is narrative, including appropriate newsletters, newspaper articles and their candidates’ brief biographies. Furthermore, the facts are showed neutrally and seemingly impartially, as the receiver is also expected to understand that the political group has high degree of self-respect and doesn’t underestimate the importance of its opponent. Action is the final stage of persuasion plan, as long as it demonstrates and recommends the ways of effective contributing to American democratic development, in particular, donating for NARAL’s fundraising needs. In addition, the reader is encouraged to advice the web-link to a friend or begin his/her mini-campaign, i.e. spread the information on web. Another noticeable strategic communication technique accords to consistency principle and creates a strong link between the message and concrete deeds, such as: “The flood of calls and emails into Senate offices from Choice Action Network activists like you helped block Majority Leader Bill Frist's dangerous and divisive "Child Interstate Abortion Notification Act" (CIANA) late on Friday, September 29”. This paragraph indicates that social pressure is absent in case of NARAL, as its activists are too numerous to be regarded as deviants. Moreover, the message seeks to intensify and highlight the importance of the events, associated with Pro-Choice, whereas the vital and positive roles of the opposite side is intentionally omitted or overlooked. The most prominent example is the comparison of the two candidates as Hero and Zero correspondingly - this means, political and ‘spiritual’ rivals, in spite of their influential earlier contributions to policy-making, are about to lose. To sum up, the message given below is aimed at persuading American citizens to join and donate to NARAL Pro-Choice Group, so the letter gradually changes the reader’s interest into compliance. Nevertheless, there should have been less evidence and more constructive propositions as well as possible benefits the receiver can have from the activity suggested. Works cited Monroe’s Motivated Sequence. (2006) Available at : http://changingminds.org/techniques/techniques.htm Appendix . NARAL Pro-Choice America CHOICE AND CHANGE ***************************************************************** What's New This Month: :: NEWS FROM NANCY :: IMAGINE CONGRESS IN PRO-CHOICE HANDS :: FIRE ANTI-CHOICE LEADERS ON NOVEMBER 7 :: CHOICE IN THE NEWS :: HERO AND ZERO OF THE MONTH :: THE AMBER AND JEN PROJECT: WINNING BACK A PRO-CHOICE CONGRESS **************************************************************** NEWS FROM NANCY Dear Anne, Election Day is only 15 days away. Public opinion of congressional leaders has hit new lows, and now political insiders say that the anti-choice-controlled leadership is in trouble - and even they are worried about losing their grip on power. I am as thrilled as you are to think about a Congress that's not in the hands of anti-choice leaders like Dennis Hastert and Rick Santorum. But I know from my days running for office in Montana, we must not let up now. It's not over until all the votes are counted. Our opponents have a lot to lose. They want to maintain control so they can continue passing divisive and dangerous legislation to pacify their anti-choice base. While brave men and women are fighting for freedom around the world, these incumbents are taking away our freedom here. With so much on the line, anti-choice extremists will fight harder than ever to keep control of Congress. Some of the very worst anti-choice incumbents like Sen. Mike DeWine (OH), Sen. Jim Talent (MO), and Sen. Conrad Burns (MT) still have millions of dollars in the bank to use on television ads and to turn out their base on Election Day. And looking back to 2004, we can't underestimate our opponents' ability to turn up the intensity in the final weeks. That's why it's time for us to turn up the heat. In these final weeks, I'll be crisscrossing the country. From rallies, meet-and-greets, to door-to-door canvasses, I plan to turn out pro-choice voters in states like Arizona, Maryland, Pennsylvania, and Washington. I won't sleep - literally - until after Election Day because I know that now is the time to put Congress in pro-choice hands. You don't have to skip sleep or travel the country - but I need you there with me in the final 15 days to help us cross the finish line in first place. Here's what I'm asking you to do: :: Vote for pro-choice candidates. :: Make sure your pro-choice friends and family vote pro-choice. Spread the word online here: http://prochoiceaction.org/campaign/pledge_2006/forward/wew5bgs4ot7mm73? :: Volunteer for pro-choice candidates. Click here for a list of candidates you can volunteer for: http://prochoiceaction.org/ct/y1A-5v91NmZO/ :: You can also volunteer with one of our state affiliates. Click here: http://prochoiceaction.org/ct/U7A-5v91NmZb/ :: Or you can volunteer with our progressive partners, America Votes. Click here: http://prochoiceaction.org/ct/mdA-5v91NmZB/ :: Support our work this election season with a donation. Click here: https://secure.ga0.org/02/elections2006_oct1_enews/nC1A-5v91RSSt? This is the home stretch. Let's give it all we've got! Sincerely, Nancy Keenan President NARAL Pro-Choice America ***************************************************************** IMAGINE CONGRESS IN PRO-CHOICE HANDS If either the House or Senate is returned to pro-choice leadership, we would be able to: :: Put our proactive, commonsense agenda into action and fund family-planning programs for low-income women, ensure that rape victims are offered the "morning-after" pill in the emergency room, and guarantee that anti-choice pharmacists no longer refuse to fill women's birth control prescriptions. :: Stop George Bush and his allies on the Senate Judiciary Committee from placing new anti-choice judges on the Supreme Court and other federal courts. :: Inspire the American public through bold and fresh policies aimed at keeping abortion safe and legal but also making it less necessary. We have momentum on our side - we can win. And we have the research to get the job done in key districts: Our polling in Arizona, Iowa, and Pennsylvania shows that across party lines, pro-choice women voters are motivated to vote their values when they know where the candidates stand on choice. Click here: http://prochoiceaction.org/ct/UpA-5v91NmZ6/ To win, pro-choice Americans everywhere have to pledge to vote for pro-choice candidates this November 7.Click here to take the pro-choice pledge.. ***************************************************************** FIRE ANTI-CHOICE LEADERS ON NOVEMBER 7 Bill Frist, Dennis Hastert, and their anti-choice congressional cronies have been trampling on a woman's right to choose for too long! Let's show this anti-choice Congress the door and put congressional leadership in pro-choice hands. On November 7 - fire them! For our final push before November 7, we need to raise $200,000 from people like you. We'll put your contribution to work right away in key races around the country where we know we can make a difference. Please give today and fire these anti-choice congressional leaders. Click here: https://secure.ga0.org/02/elections2006_oct1_enews/nC1A-5v91RSSt? We're so close to a major victory this November. Please give generously and put us over the top. Click here: https://secure.ga0.org/02/elections2006_oct1_enews/nC1A-5v91RSSt? **************************************************************** CHOICE IN THE NEWS GOOD: NARAL PRO-CHOICE WISCONSIN BATTLES TO IMPROVE ACCESS TO EMERGENCY CONTRACEPTION Now that the FDA finally approved Plan B for over-the-counter sales, NARAL Pro-Choice Wisconsin has been working at the local level to expand access to and educate women about Plan B. And they are close to a major victory right in Madison, WI! With full support from NARAL Pro-Choice Wisconsin, Madison city council members are introducing an ordinance that would (1) require pharmacies that refuse to stock Plan B to direct customers to the nearest pharmacy that carries it, and (2) ask the county health department to develop a brochure about Plan B for hospitals to share with rape survivors. Like they say, think globally, act locally! Click here to read the full story on NARAL Pro-Choice Wisconsin's innovative strategy: http://prochoiceaction.org/ct/EdA-5v91NmZf/ BAD: ANTI-CHOICE MI GUBERNATORIAL CANDIDATE WANTS TO END LEGAL ABORTION In a recent interview with a conservative radio show, anti-choice Michigan gubernatorial candidate Dick DeVos admitted that he'd be "thrilled" if Roe v. Wade is overturned. DeVos went on to drum up his anti-choice credentials, saying "You're not going to find a more pro-life governor in Michigan's history than me." Well, not if we have a say about it! Read the full story here: http://prochoiceaction.org/ct/mpA-5v91NmZ4/ UGLY: ANTI-CHOICE SUMMIT IN CHICAGO TARGETS BIRTH CONTROL Last month, our anti-choice opponents, led by the Pro-Life Action League, gathered in Chicago to discuss their opposition to birth control at a meeting aptly named "Contraception is Not the Answer." "Contraception is more the root cause of abortion than anything else," said Joseph Scheidler of the Pro-Life Action League, the group that sponsored the conference. Huh? Last time we checked, birth control prevents unintended pregnancy and, therefore, the need for abortion. If you thought our opponents were going to stop at restricting access to abortion, think again. Click here to read how these anti-choice extremists are ratcheting up their attacks: http://prochoiceaction.org/ct/m7A-5v91NmZX/ **************************************************************** HERO AND ZERO OF THE MONTH HERO: JIM PEDERSON - PRO-CHOICE CANDIDATE FOR U.S. SENATE IN ARIZONA We need a change of leadership in Washington. Electing candidates like solidly pro-choice Jim Pederson is our first step to reversing the anti-choice tide. Pederson is running against anti-choice Sen. Jon Kyl, who thinks abortion should be illegal, even in cases of rape or incest. He's even cosponsored a constitutional amendment to outlaw abortion. Now that's extreme. Pederson is putting Sen. Kyl's record on a woman's right to choose front and center in his campaign. Check out the campaign ad that Pederson is running right now. For Quicktime, click here: http://prochoiceaction.org/ct/EpA-5v91NmZ5/ For Windows Media Player, click here: http://prochoiceaction.org/ct/E7A-5v91NmZv/ For putting his pro-choice position up front, Pederson has earned this month's Election 2006 Hero Award. We're counting on seeing him in the U.S. Senate! Thanks for standing up for the pro-choice values of freedom and privacy, Jim Pederson. ZERO: RANDY GRAF - ANTI-CHOICE CHALLENGER FOR ARIZONA'S 8TH CONGRESSIONAL DISTRICT Whew - it's hard to know where to start with Rep. Randy Graf. He's about as bad as radical anti-choice politicians get. Not only does he oppose abortion, he opposes birth control and accurate sex ed. In the Arizona State Legislature, Graf voted against requiring health-care plans that pay for Viagra to pay for birth control. He voted against providing rape survivors information about access to emergency contraception. And he voted against allocating money to county health departments to provide birth control to low-income women. For his radical anti-choice position, Randy Graf gets this month's Election 2006 Zero Award. Randy Graf won't make it to Congress if pro-choice challenger Gabrielle Giffords has anything to say about it. As a strong pro-choice candidate, she would be a real champion in the U.S. House. Click here to see the other candidates that NARAL Pro-Choice America has endorsed: http://prochoiceaction.org/ct/y1A-5v91NmZO/ **************************************************************** THE AMBER AND JEN PROJECT: WINNING BACK A PRO-CHOICE CONGRESS If we're going to take back Congress from anti-choice extremists, one thing needs to happen. Pro-choice people like you and me must vote this November. It's really that simple. You can help make sure this happens. Check out our latest Amber and Jen Project video, "Get Out The Vote." Click here: http://prochoiceaction.org/ct/ydA-5v91NmZW/ We'll give you important information you need before the election and some fun ideas about how to get your pro-choice friends out to the polls, too. Click here to watch: http://prochoiceaction.org/ct/ydA-5v91NmZW/ **************************************************************** Give to NARAL Pro-Choice America: https://secure.ga0.org/02/naral8/nC1A-5v91RSSt? **************************************************************** VICTORY: PRO-CHOICE SENATORS STOP FRIST'S ANTI-CHOICE BILL! You did it! All your calls and emails made a difference! The flood of calls and emails into Senate offices from Choice Action Network activists like you helped block Majority Leader Bill Frist's dangerous and divisive "Child Interstate Abortion Notification Act" (CIANA) late on Friday, September 29. This is a major victory over far-right, anti-choice groups that had bullied the Senate into voting on this divisive bill hours before Congress ended its session. Frist was three votes shy of the 60 he needed to force the bill to a final vote. This success underscores the importance of sending emails and making calls to your elected officials - no matter where they stand on the issue of women's freedom and privacy. Click here to learn more about the vote and CIANA: http://prochoiceaction.org/ct/y7A-5v91NmZI/ **************************************************************** WORRIED ABOUT PRIVACY ON THE INTERNET? WE ARE, TOO! We are committed to protecting the privacy of our activists. Click here to read our privacy policy: http://prochoiceaction.org/ct/ypA-5v91NmZ7/ ADD US TO YOUR ADDRESS BOOK Want to make sure your well-intentioned spam blocker doesn't block our email alerts? Add http://mbox.i.ua/compose/1161711071/?cto=j5uOdp2kv6G1y4Ods1mZmMzGtnmIpLKy to your address book. That way, you'll ensure our alerts won't get accidentally filed away in your junk or trash folder. **************************************************************** TELL A FRIEND: Let others know how to protect a woman's right to choose and personal privacy. Click here: http://prochoiceaction.org/can/join-forward.html?domain=can&r=C1A-5v91RSSt& **************************************************************** ABOUT NARAL Pro-Choice America: For more than 30 years, NARAL Pro-Choice America has been the nation's leading advocate for privacy and a woman's right to choose. Click here to learn more: http://prochoiceaction.org/ct/UdA-5v91NmZg/ **************************************************************** Paid for by NARAL Pro-Choice America, http://www.prochoiceamerica.org/ , and not authorized by any candidate or candidate's committee. (c) 2006 NARAL Pro-Choice America 1156 15th Street, NW | Washington, D.C. 20005 NARAL Pro-Choice America is a non-profit organization. We do not sell e-mail addresses. All rights reserved. **************************************************************** If you would like to unsubscribe from NARAL Pro-Choice America's Choice Action Network, you can visit your subscription management page at: http://prochoiceaction.org/can/smp.tcl?nkey=wew5bgs4ot7mm73& *********************************** Powered by GetActive Software, Inc. Relationship Management for Member Organizations (tm) http://www.getactive.com/ *********************************** Read More