Two-Step Flow Theroy

The theory I am exploring is the theory of two-step flow. This theory was introduced by Paul Lazarsfeld. It focused on the decision making process during a presidental election campaign. Theory states that information travels in two steps. First from individuals, who are opinion leaders and pay attention to mass media. They recieve the message and then pass it to individuals who are close to the opinion leader. 

Photo Soruce: Communicationtheroy.org

Social media has allowed media to spread their message even further. When the theory was first introduced in 1944, the main media channels and sources of information were radio and newspaper. The article says most of the connections a person had were family, friends, and co-workers . Social media platforms like Twitter have changed that. Most people have at least 100 followers, some are friends, classmates, co-workers, but others are people who have similar interests to them. For example, my followers are made up of people with interest in public relations and social media, who I have never met, but they influence what information I see. Social media has changed the relationship of the opinion leaders and individual. It just isn't a interpersonal connectional anymore. 

Another aspect that has changed is who the opinion leaders are. The theory suggested the opinion leader is someone who pays close attention to media and then pass it along. Therefore I could be an opinion leader and most of my friends would be considered one as well. I stay updated on current events via the news, Twitter, and Facebook. A majority of the time I share it either on Facebook or by retweet and sometimes by word of mouth. The opinion leader is no larger someone who was in high social standing. 

This applies to my campaign for Relay, because in order for people to participate in any fundraiser they need to feel like that are making a difference. Social media gives people that gratifaction. By sharing a post or updating their status, they are in control of the message and who sees it. They are the leader. This is especially important for people invovled with Relay, because there was once a time cancer was a taboo and no one talked about it. As times as progress the message is everywhere and social media plays an important role. 

Statment of Intent

For my Capstone project I will be implenting a public relations campaign for the Relay for Life event here at Shepherd. Matt Kushin will be my director. 

 I am currently serving as publicty chair on the Relay for Life planning committee. It is my job to help advertise all events using various media channels. I chose Relay because my ideal career is working with nonprofit agencies as their communications manager, create events and social medai campiagns for that organization. This allows me to apply my skills to a real world experience.

My goals are to increase engagement of students on Shepherd's campus. We have numerous campus clubs and organizations who participate, but I want to see more students outside of those groups actively participating, which could involve doing Zumba, walking a lap on the track, or buying a cookie. With the use of social media tools I want to spread awareness of the importance of not only our event, but Relay for Life events nationwide. 

I am focusing on Relay's Facebook and Twitter page. In the past they have not been very active and I would like to change that through more motivational and educational content, while also creating social media plans such as "Game Face Selfie" to be held the month of February. 

For the project I intend to do an audience analysis, internal communication audit, and an external communication analysis. I will determine who my content is aimed to and research what communication SU Relay has used in the past, an look at how other nonprofits marketing their events. Then using that information and established objectives, stageties, and tactics I will create a content calendar. 

I am really excited to showcase all I've learned for a cause that is dear to my heart.