How and why social strategy is crucial for influencer marketing [Freberg]
MSc Corporate Comms 2010 - Introduction to PR - London School of Economics
1. PS 438 Lecture 2 Introduction to Public Relations Lesley Muir, January 18 th 2010
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5. Target publics Corporations seeking to shape and influence relevant discourse Media offers legitimacy and advocacy with 3 rd party influence Messages Information negotiation Evaluation and choices Messages Individual and collective voices Output = Altered social perspectives - Objects of desire, new discourses social representations, myths PROCESS Wider Society
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12. Primary PR models Positive sum Zero sum Zero sum Zero sum Game theory outcome Communicative action Strategic action Strategic action Strategic action Habermasian equivalent dialogic Unbalanced monologic monologic monologic Mono/dialogic symmetrical asymmetrical Pluralistic/ asymmetrical asymmetrical Philosophical worldview 2 way, balanced effects 2 way, imbalanced effects 1 way, truth important 1 way, truth inessential Nature of communication Mutual understanding Scientific persuasion Dissemination of information Propaganda Purpose Two-way symmetric Two-way asymmetric Public Information Press agentry / Publicity Characteristic
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17. Strategic publics Corporations seeking to shape and influence relevant discourse Media offers legitimacy and advocacy with 3 rd party influence Rhetoric Information negotiation Evaluation and choices Rhetoric Individual and collective voices Output = Altered social perspectives - Creation of new discourses social representations, myth PROCESS Rhetorical view - All parties equal rights Wider Society
22. REPUTATION IMAGE IDENTITY Immediate mental picture held by an individual Lasting belief, held by an individual and shaped by group’s past experience, WOM, endorsements, experiences Stakeholders and media can influence perception (reputation) Aka corporate brand. Value rooted in difference
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