Question

1.) A) Name McGuire's nine (9) Hierarchy of Outcomes/Effects, B) define them, and C) tell their importance to PR.

Answer 1

1.

A) McGuire's nine (9) Hierarchy of Outcomes/Effects are,

Tuning in, Attending,Liking ,Comprehending,Learning ,Agreeing ,Remembering ,Acting and Proselytizing

B) Tuning In - Expose people to the message (advertising, announcements, posters, fliers, email, social media posts...).

Attending - Although people may be exposed to the message, you must get their attention to what you are exposing them to.

Liking - Maintain people's interest in a message in order to process it further, communication must keep publics engaged, if it is disliked they are unlikely to process it.

Comprehending -Even if they like the message they might not understand it, effective communication requires comprehension.

Learning - Helping publics to acquire relevant skills (save for retirement or separate recyclables), PR becomes an act of teaching, Primary public may be new employees (view an online video about retirement plans), tired residents taking out trash (instructions for recycling by the bins), different tactics for each public.

Agreeing - Attitude change is the heart of persuasion.

Remembering - Publics must both store what they've learned in memory and later retrieve that knowledge and attitude at the right time, even with good intentions people forget, building reminders into public relation campaigns makes sense.

Acting - Behavior is what matters most, you may do every step leading up to this point but if the public's to not act on your message it doesn't matter

Proselytizing - Encouraging others to do what they have done (ALS Ice Bucket Challenge going viral), the secret sauce of viral social media, but it also is key to the endurance of historical social movements in religion, education and politics.

C) They are very important as they helps in planning and decision making