Publics and media

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  • 1. Examining the Media David Phillips
  • 2. Learning Outcomes
    • This week you will look at a number of approaches for identifying publics
    • Critical analysis of the concept of segmented publics does not mean ‘different stories’ or vanilla messaging
    • Through examination of case studies develop critical analysis of ‘social media’ as part of the message.
  • 3. The planning process
    • So far we have:
      • Looked at the capabilities that are available for on-line research (and more will be made available)
      • Looked at capabilities available for situational analysis
      • We have aims that can be turned into SMART objectives (‘You will identify the need, aims and objectives, strategies and tactics in an outline proposal for a year long campaign by the CIPR. It will be a comprehensive response to the evolving demands of existing and social media’).
      • We have seen that landscaping, monitoring and evaluation is a continuum for use in many areas of management.
  • 4. Publics
    • Methodologies for identifying publics
      • Situational Theory (Grunig)
      • Stakeholders (Freeman)
      • Market segmentation (Kotler, Smith, 1956)
    • Matching capabilities/interests with the market/segment
    • Examples of theory ( http://theclarityconcept.pbwiki.com/Academic%20Resources )
    • Different methodologies http://slideshare.net/dphillips4363/resources-for-planning-and-management/3
  • 5. Same message across media
    • Many media
    • Media is (part of) message
    • What about the ‘conversation’ (Cluetrain Manifesto)
    • What about Purple Cow (Godin)
  • 6. The Social Media
    • Media for the message
      • CIPR example
      • CBS example
    • A culture debate ?
  • 7. What media for what message
    • The media is part of the message
    • Some recent case studies
    • Your task at the seminars
      • Create a list of publics (and the media that might be used for communication for CIPR)
      • Create a range of case studies – not of the medium but how the approach is right for the ‘audience’
      • Identify how such case studies might be used by CIPR
  • 8. Learning Outcomes
    • This week you will look at a number of approaches for identifying publics
    • Critical analysis of the concept of segmented publics does not mean ‘different stories’ or vanilla messaging
    • Through examination of case studies develop critical analysis of ‘social media’ as part of the message.