Chapter 2

Chapter 2 covers the basic structure of public relations. In the basic structure of any pro-active or re-active public relations strategy is the understanding of what makes people do what they do and how to focus and drive them toward a desired action or end.

The basic public relations model identifies the typical five phases that individuals go through before taking action but at any one of the five the possibility exists for action to occur. The stages are awareness, latent readiness, triggering events, preparatory or intermediate behavior, relationship building and ultimate desired behavior.

The chapter also seeks to make recognition of the naturally occurring trigger events that can be capitalized on as well as those constructed and the need to filter or diffuse competing triggers that lead to contradictory behavior.

One of the key points is the emphasis on research. The military’s success in battle is almost always contingent upon the quality of intelligence and it seems this is an appropriate analogy to the importance of research in public relations.

Finally, the chapter gives the new strategy for the modern age of public relations which outlines affecting mores, which are followed by laws to reinforce the new mores and finally an engineered solution where consequences are brought to bear for those who do not behave as desired.