Public relations strategies


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This presentation accompanies International and Intercultural Public Relations. This is a classroom presentation.

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Public relations strategies

  1. 1. Public Relations Strategies Brad Gangnon PR Cases 2010 September 20
  2. 2. What is a Strategy? <ul><li>“ The use or an instance of using the art or science [of war]” </li></ul><ul><li>“ a plan, a method, or a series of maneuvers … for obtaining a specific goal or result” </li></ul><ul><li> </li></ul>
  3. 3. What is a Strategy (cont)? <ul><li>How different engagements (battles) in war are linked </li></ul><ul><li>Why particular battles are fought </li></ul><ul><li>Terms and conditions of engagement </li></ul><ul><li> </li></ul>
  4. 4. What is a Strategy (Cont)? <ul><li>Conceptual </li></ul><ul><li>Idea or message </li></ul>
  5. 5. Reminders from Principles of PR <ul><li>“ Strategy is the overall game plan” (Broom, 2006 p. 302) </li></ul><ul><li>“ the overall concept, approach, or general plan for the program designed to ach ie ve a goal” (Broom, 2006 p. 302) </li></ul><ul><li>Action — what to do (p. 305) </li></ul><ul><li>Communication — what and how to say (p. 305) </li></ul>
  6. 6. Example Strategies <ul><li>Nike text p. 106 </li></ul><ul><ul><li>“ Having all Nike shoe factories meet U.S. Occupational Safety and Health Administration indoor air quality standards by 1998” </li></ul></ul><ul><li>It’s More than Food, It’s Life text p. 120 </li></ul><ul><ul><li>“ New materials with a call-to-action for more information were created” </li></ul></ul>
  7. 7. More Examples <ul><li>Finland text p. 274 </li></ul><ul><ul><li>“ The main idea was to gain a ‘Positive attitude toward the word Finnish’” </li></ul></ul><ul><li>Movement for the Survival of the Ogoni People text p. 325 </li></ul><ul><ul><li>“ destroy the complacent relationship between Shell Oil and the Nigerian military government” </li></ul></ul>
  8. 8. Questions to Evaluate Strategy? <ul><li>Does this information appeal to some value in the target public? </li></ul><ul><li>Will the target public’s members believe the information is true? </li></ul><ul><ul><li>Or, will the target public resist or distort the information because it conflicts with other beliefs or values? </li></ul></ul><ul><ul><li>Will the target public resist or distrust the information because of the source? (p. 34) </li></ul></ul>
  9. 9. How Theory Helps Strategy <ul><li>Public Opinion </li></ul><ul><ul><li>Spiral of Silence </li></ul></ul><ul><ul><li>Agenda Setting </li></ul></ul><ul><li>The Medium is the Message </li></ul><ul><ul><li>Media Ecology </li></ul></ul><ul><ul><li>Technological Determinism </li></ul></ul>
  10. 10. More Theory <ul><li>Motivation </li></ul><ul><ul><li>Social Judgment Theory </li></ul></ul><ul><ul><li>Elaboration Likelihood Model </li></ul></ul><ul><li>Language </li></ul><ul><ul><li>Dramatism </li></ul></ul><ul><ul><li>Narrative Paradigm </li></ul></ul>
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