Positioning: Where are you? Where do you want to go?• Positioning is the process of managing how an organization distinguishes itself according to its own particular niche• Positioning can be fluid. – Starbucks used to promote coffee. – Now it promotes an experience
How do people position themselves? $$$$$$$$$$$$$$$$$$$$• A leader that sets standards• The best value, reflecting low cost and high quality.• Most economical
How do people position themselves? Hit the heart• Most prestigious• Preferred by a certain demographic• Family friendly• Green• Socially responsible
There are three kinds of goals• Reputation management goals deal with the identity and perception of the organization.• Relationship management goals focus on how the organization connects with its publics.• Task management goals are concerned with getting certain things done
Reputation Management Goals• Improve company’s reputation in industry.• Enhance reputation among potential donors or investors.• Improve reputation among potential customers or stakeholders.
Relationship Management Goals• Promote appreciation of the firm among potential clients.• Improve relationship between customers and clients.• Maintain relationship amid social or organizational changes.
Task Management Goals• Increase support for organizational goals.• Advance social change on an issue.• Impact public behavior surrounding matter that impact’s the group’s mission.• Create a better client with a regulatory agency.• Better crowds or donations at a fundraiser.
Objectives• An objective is a statement emerging from an organization’s goals. It is a clear and measurable statement, written to point the way toward a level of awareness, acceptance or action.
Objectives• In 471, we talked about two key themes to writing a good objective. – Measurable – Singular Infinitive Phrase
Nine Objective Standards• They are rooted in goals.• They are public focused• They are oriented toward an achievable impact.• They link to research.• They have definition.
Nine Objective Standards• They have a timed deadline• They are challenging.• They are attainable.• They are acceptable
Let’s Talk About Strategy/Programming• Proactive strategies are those approaches that enable an organization to launch a program under the conditions and timeline that seem to best fit the organization’s interest.• Reactive strategies respond to influences and opportunities from the organizations environment.• Offense vs. Defense!!!!!!!
Proactive Strategies• Public Relations Action – Organizational Performance – Audience Participation – Special Events – Alliances and Coalitions
Five Ideas To Make Proactive Strategies More Effective• Listen: Don’t hear.• Transparency matters.• Adaptation: Create organizational changes to make you relate better with your audience.• Triggering Events: Have an immediate and easy action step.• Third Party Endorsement
How do we play defense?
Reactive Public Relations Strategies• Pre-emptive Action. The prebuttal