How psychology play its role in public relations

Public relations can be seen as the practice of managing the flow of information between an organisation, and the public. We can also see advertising as a part of this information flow, by delivering a message to a target group. How the organisation reaches out towards the public, is of great importance to the organisation. 

We will look at some theories connected to the processes of how the organisation reaches its public, and the cognitive factors connected to exposure of advertising. How the social factors play an important role in PR, and advertising. Simple challenges faced for both PR, and advertisement practitioners. Solutions and how the cognitive processes work when we as individuals are exposed to PR and advertisements. 

History

We can't really explain something without some short historical background can we. Edward L. Bernays was by many considered as the first public relation professional, who also was recognised as a theorist.

He was Sigmund Freud's nephew, and many of his ideas were drawn from Freud's theories on illogical motives, that shape human behaviour, motivations that arrive from the subconscious, along with other theories, specially in crowd psychology. 

Crowd psychology is concerned with the behaviour and thought processes of individual members of a crowd, and the crowd as a whole. Bernays used theories to manipulate crowds mainly for commercial reasons, but he was also involved in influencing crowds of political matter. 

One of his most famous case studies was to overcome the taboo of women smoking in public. One of the biggest industrial taboos at that time. He did that by using news, and not advertisement, showing successful women smoking in public.

The news at that time, a very trustful media along the unsuspecting public. He created a positive picture of women smoking in public, and used a trustful and true source of information in the perception of most people to manage this. 

He also used the effect of “third party authorities” to get trough his message. The leader of a crowd has a big influence on it group. By influencing the leaders of a social group, either by their conscious, or unconscious cooperation, you automatically influence the group they sway. 

These are among techniques that involves psychology. Public relations practitioners can take in use methods, to understand and influence the public. These methods aren't so revolutionary today as they were then. Most people are aware of that these factors exist, we see influencer marketing on the rise. And various industries have been addressed with criticism for using these methods on vulnerable groups. 

Let's look at the basics of how these factors influence the individual. 

How do we store information 

We walk trough our days and lives, processing huge amounts of information. To be able to process information, in the huge information flow we as individuals receive. Usually at all time, in a conscious state. We categorise this information by putting the information we process into schemas. 

This is a form of categorisation, where we create a collection on information received, and categorise its similarities. For faster being able to gather up, and process information on facing similarities. We are then more equipped to make fast decisions, create motivation towards and finally behaviour towards something. 

As an example let us look at an item we all know, a schemas of an items like a chair. Where the first meeting with a chair, it will not be obvious what the use for the chair is. But when learning more about the chair, and the more meetings with different chairs. The schemas of chair gathers a concept. It is afterwords easier to identify a chair, and differences in chairs the richer the schema of the item becomes. 

Schemas can be positive, or negative loaded in the association connected to it. This depending on the emotions the individuals have connected to it. Social schemas work in the same way, we categorise people, behaviour, personalities and even ourselves in schemas. Where we later can take a short cut, and gather the information received earlier when needed. 

So how do this apply to public relations?

Social identity theory states that as individuals we have a concept of the self, and our belongings to relevant social groups. This individual desire is a key aspect in PR, and in the tool of advertising. 

Individuals often tend to pre- judge others by how they identify with them, using their schemas to do so. Where individuals or groups similar to how they identify the concept of themselves, are often more positively viewed. Social groups they do not identify themselves with, tend to be viewed more negatively. 

People place themselves in various groups depending on many factors, all from age, gender, socio-economic status, or other factors. This in- group effect, where individuals tend to favour a group they identify themselves with, and discriminate against out- groups they do not identify themselves with.

In combination with the understanding of schemas, it can be useful to understanding how PR reaches people, and the cognitive effect of advertising. The stronger identification with the sub- culture the in- group represents, the higher chance of adapting the in- groups culture and behaviour. 

Optimal distinctiveness theory states that: Individuals have the need for the achievement of both identifying themselves with a group, but at the same time has the need for uniqueness. 

This creating a struggle for equilibrium between social integration, and uniqueness within social groups. Optimal distinctiveness theory suggests that individuals are constantly re- adjusting themselves to achieve this need to be different, and at the same time the need to be similar. 

A PR practitioner can use this in shaping peoples schemas, creating negative or positive emotions towards the concept he represents. Creating schemas for people positively, or negatively charged. Doing this by using the in- group, and out- group effect to inform what would be the norm of the in- group, and the favoured behaviour. Or identifying the out- group on what is not the norm. 

Doing this by creating a culture for how the individuals in the groups self- concept is identified, with the in- group values. Creating for example consumer behaviour towards a certain product, or attitude change campaigns. 

Referring to the individuals need of equilibrium between social integration, and uniqueness in the social group. The PR practitioner can use these opposing concepts, that brings out the schemas of uniqueness in the social group. For example using the tool of advertising, to shape the individuals schema with the idea that the concept is associated with this equilibrium. 

A clothing brand that will show integration within the group, but also mirror uniqueness and high status within the group. By having good taste, and being able to afford these kind of products. On the other side of the equilibrium we find the need for folding in more with the rest of the group. 

Where the PR practitioner can present schemas of popular behaviour, where the individual would be motivated to follow the behaviour patters since “everyone” else does so. For example donation for charity along with everyone else in the in- group.    

Advertising as a tool

We often see celebrities in advertisement, for a very good reason. As role models for in- group cultures they have a huge influence factor on individuals who identify themselves in the same in- group. They have a great influence on what is accepted, and not accepted as a social norm. The content of an advertisement can be informative, persuasive or influential. 

As a first step in developing an advertising campaign, marketers need to decide what precisely they want to influence with their advertisement or commercial, if they want to improve brand awareness, or would like to persuade people to buy a particular product. 

If their persuasive aim is to get the consumer to buy a particular product, they should use the techniques to assess whether the targeted behaviour is mainly determined by attitudes, subjective norms, or perceived behavioural control. 

It is no use in trying to persuade people of the positive qualities of a product, if they are unlikely to buy it because their partners, or other family members do not want them to buy it. People who are close to each other are normatively influenced by these subjective norms, which is normative social pressure. 

Even if the consumer cannot afford what is advertised for. This perceived behavioural control of the ease, or difficulty preforming a task, interferes with the cost/ benefit approach later mentioned in the cognitive section below. 

As an example we can look at the area of food choice, the subjective norms within a family has strong impact on the families food preference, also the lack of skills in preparing specific dishes. Even seafood's health advantage, seafood is often not bought because of family dislike. A Scandinavian study suggests the reason would often be, because the people in the family responsible for cooking, often do not know how to prepare seafood dishes. A good reason why many brands make easy to prepare, informative approaches, or even partner up with influencers blogging about food.

When buying expensive goods such as cars, furniture or even houses. Perceived behaviour control might often occur, the control beliefs will often concern financing. Sometimes people also fear that they are unable to make the right choice, due to lack of knowledge. For example, lack of knowledge about wine, or computers might prevent people from buying these goods, even if they would like to do so. How do you cope with this? Making it clear about affordable ways to pay, and easy accessible information will increase the chance of the individual calculating it as a beneficial situation. And will be more likely to show purchase behaviour. 

The advertisement practitioner should target the behavioural outcome, if it is normative, a control beliefs or a combination, identifying the beliefs of those the advertisement targets is essential. 

The beliefs towards the product are different in those who own the advertised product category, or subscribe to similar services than those who do not intend to consume the product at all. 

Such beliefs are likely to strongly influence the purchasing decision, and can be important to identify. As an example, some people stay with an expensive phone company instead of changing to a cheaper one. Why is this? Because of lack of knowledge, resulting in the worry that changing company will involve a great deal of effort, and also result in a disruption in their phone service. 

Persuading them by offering a better deal will not be effective. Convincing them that the changeover would be easy, and without risk of disruption at the same time cheaper. This could significantly increase the chances of reaching the individuals cost/benefit approach toward the situation, in favour of the advertisements purpose. 

A focus on one of the factors would most likely not persuade to change company. These are among few, and simple approaches in making a successful advertisement. In the cognitive section, we will go shortly in on the cognitive effects these techniques have on an individual. 

Cognitive factors PR and advertising 

An advertisement works in the way that it affects with the individuals concept of the self, and the desire and need for social acceptance in its own social groups or in- groups. By referring to peoples self concept, and what their inner desires are. 

As mentioned earlier, schemas are the way the brain stores what the conscious individual receives of information. Negative or positive emotions towards the schemas created or connected to the schemas as a reward/punishment system, creating a individual value system. 

What is important to the individual awareness of what generates positive emotions? Social factors are of importance to most individuals, social acceptance and belonging is of a great benefit in this reward system. Therefore also high in value on the individuals value system. 

Normative and persuasive influence therefore affects the individuals motivations and behaviour, by seeking social acceptance, and belonging to the groups the individuals concept of self identifies itself with. 

The individual then values costs and benefits to the information received, based on schemas already existing in the value system. The individual makes a decision by calculating potential benefits, and costs related to what is valuable for the individual. Calculating on the potential highest outcome of positive emotions, based on the existing schemas of experience.