President - Peter Tsykov (member of The Canadian Public Relations Society)
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Funnel of Cognitive States
   Summary Info.  
The Cognitive Funnel works as a general framework for organizing communication/PR campaigns with any given number of sequential cognitive (or emotional) states, from the prior state of unawareness to the terminal state of action.
Narrowing down, the Cognitive Funnel shows reduced number of people who experience more and more favorable cognitive states toward your ideas, products, or values. It also includes a number of expanding tapers (cones), showing how those numbers of people increase with time. Tapers outlined by logistic S-curve which normally show how information spreads in a bounded community (social group or city's population).
Every cognitive state takes a zone on the web page with a number of links providing you access to measurement and management functionality and current results.
The Human-oriented approach provides you with criteria and measurement procedures allowing to determine the moment (or time interval) when audience reaches some sequential cognitive state during the time of PR campaign.
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  PR  Campaign  Cognitive  Funnel        
Planning Categories Set Profile Scale Profiles   Quality Profiles
  Profile Types Value Senses Scales    
Messaging Information Policy Messages Message   Glossary
  Files Blogs    
Monitoring Digests PDigests Surveys Events
  Content Trends          
Measuring Profiles Profile Operations PMapping   Cat. Mapping  
  Audiences Infuencers        
Managing Cognitive Funnel Channels Big Picture Control
  Contacts Relationship ROI Statistics  
                 
Start Date: 06/14/2016              
                 
                 
Cognitive State 1 Awareness            
0     Portion of Audience – 90%       10
 
1 2 3 4 5 6 7 8 9
Information Policy: Messages Digests Surveys/Interviews
  Events Influencers      
Projections: Feedback Prediction        
  Correct PR Campaign Profile and Information Policy   Time Period: 06/20/2016 07/19/2016
                   
Cognitive State 2 Understanding            
0       Portion of Audience – 80%       10
 
1 2 3 4 5 6 7 8 9
Information Policy: Messages Digests Surveys/Interviews
  Events Influencers      
Projections: Feedback Prediction        
  Correct PR Campaign Profile and Information Policy   Time Period:    
                   
Cognitive State 3 Interest            
0       Portion of Audience – 65%       10
 
1 2 3 4 5 6 7 8 9
                   
Information Policy: Messages Digests Surveys/Interviews
  Events Influencers      
Projections: Feedback Prediction        
  Correct PR Campaign Profile and Information Policy   Time Period:    
                   
Cognitive State 4 Trust            
0       Portion of Audience – 50%       10
 
1 2 3 4 5 6 7 8 9
                   
Information Policy: Messages Digests Surveys/Interviews
  Events Influencers      
Projections: Feedback Prediction        
  Correct PR Campaign Profile and Information Policy   Time Period:    
                   
Cognitive State 5 Certainty            
0       Portion of Audience – 40%       10
 
1 2 3 4 5 6 7 8 9
                   
Information Policy: Messages Digests Surveys/Interviews
  Events Influencers      
Projections: Feedback Prediction        
  Correct PR Campaign Profile and Information Policy   Time Period:    
                   
Cognitive State 6 Support            
0       Portion of Audience – 35%       10
 
1 2 3 4 5 6 7 8 9  
                   
Information Policy: Messages Digests Surveys/Interviews
  Events Influencers      
Projections: Feedback Prediction        
  Correct PR Campaign Profile and Information Policy   Time Period:    
                   
Cognitive State 7 Readiness to Act            
0       Portion of Audience – 20%       10
 
1 2 3 4 5 6 7 8 9  
                   
Information Policy: Messages Digests Surveys/Interviews
  Events Influencers      
Projections: Feedback Prediction        
  Correct PR Campaign Profile and Information Policy   Time Period:    
                   
P R O J E C T I O N S *        
C a t e g o r i e s        
Business Goals PR Objectives Audience Interests Public Attitudes Public Actions/ Behaviors
P r o f i l e s      
FEEDBACK Audience => Organization PREDICTION Organization => Audience
Projection: from Public Interests to PR Objectives
=> Calculate Projection Profiles => Input + Feedback Profiles		 Projection: Public Behaviors on Public Attitudes
=> Predict Most Probable Behaviors
PREDICTION FEEDBACK
Projection: from PR Objectives to Public Attitudes/Interests
=> Predict Audience attitudes		 Projection: Public Attitudes to Behaviors
=> Calculate Audience Profiles
                 
         
         
 
                   
 
 
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